The ten most credible and strongest Swiss media brands

Since 2013, Publicom has been investigating the qualitative assessment of media brands in Switzerland as part of the MediaBrands study. For the current study, over 4,800 people were asked how they rate the quality of the media they consume. This results in a differentiated brand profile for each of the media brands surveyed. Credibility of a media brand in both the consumer and advertising markets. In German-speaking Switzerland, the New Zurich Newspaper The company received the highest marks for credibility. It has even improved slightly compared to the previous year. It is closely followed by Radio SRF 1. The NZZ am Sonntag and SRF 1 (TV) were also rated highly in terms of credibility by respondents. Some regional media brands are also held in high esteem by their audiences. For example, the Bernese Confederation and Zentralschweiz am Sonntag, but also the small Local radio station Radio BeO as particularly credible.

The ten most credible and strongest brands in German-speaking Switzerland with regional distribution.Amazing development of WatsonEven if the overall qualitative performance (brand strength) is considered, the SRF and NZZ brands share the top places ahead of the Tage-Anzeiger, as in the previous year. An astonishing development is experienced by the Online portal watsonwhich has continuously improved its brand image in recent years and made it into the top ten media brands in German-speaking Switzerland this year. With its infotainment mix, Watson manages the balancing act between serious information and palatable entertainment, especially for a young mobile audience.The newcomer of the year among regional media brands is Bernese Oberland radio station BeO, which immediately took first place among the ten strongest regional media brands. Its local roots are reflected in the high esteem in which it is held by the public. Zentralschweiz am Sonntag also made strong gains and was able to significantly sharpen its brand profile. In the Zurich area, Planet 105 is experiencing a marked upswing. The youth radio station is much more popular with audiences than in the previous year.

The ten most credible and strongest media brands in German-speaking Switzerland with regional distributionDigital use of media brands increases stronglyIn addition to the qualitative impact of media brands, MediaBrands also examines their use. This shows that digital use via the internet and smartphones is becoming increasingly important. Almost three quarters of German-speaking Swiss now use mobile internet. However, this does not mean that traditional use is being displaced by digital use. Rather, the various channels are being combined. Complementary use, i.e. print and digital, is already standard for daily newspaper brands. More than half of German-speaking Swiss now also use newspaper brands on their smartphone. Nevertheless, a generational shift is emerging: for the under-30s, traditional (analog) media are only of minor importance; social media such as Facebook, Twitter, Instagram, etc. are much more important to them than newspapers, radio and television.MediaBrands is conducted annually by the media consultancy Publicom. The study provides media companies with the basis for successful brand management and creates transparency for advertising clients and media agencies regarding the qualitative communication performance of the most important Swiss media brands.further information: www.publicom.ch