Context determines the impact of television advertising

 The context has a decisive influence on the impact of TV advertising, according to a Publisuisse study carried out in collaboration with the strategy consultancy Zehnvier. The study investigated the extent to which the acceptance of advertising and the ability to remember advertising messages are influenced by the quality of the program environment, the broadcaster itself and the viewer's viewing situation. An extensive representative survey of viewers in German-speaking and western Switzerland was used to analyze how the individual channels differ in terms of context. A total of 2,052 individual web-based interviews were conducted with consumers aged between 15 and 59. For German-speaking Switzerland, the results show that advertising on SF 1 and SF zwei is received more positively than on the private channels. Around 17 percent of respondents who frequently watch SF 1 tend to like or like to watch advertising on this channel, compared to 16 percent for SF zwei. On the German private channels with a Swiss advertising window, 8 to 11 percent of viewers tend to like or enjoy watching advertising, compared with just 6 percent on 3+. In line with this, RTL and Pro 7 are particularly noticeable for their annoying advertising. More than 70 percent of those surveyed stated that advertising on these channels is particularly annoying, while advertising on SF 1 and SF zwei annoys media consumers the least. The main disruptive factors identified in the empirical survey were too many commercial breaks or commercial breaks that were perceived as too long. It is therefore not surprising that it is the SRG stations that are rated best by the German-speaking Swiss in terms of the relationship between programming and advertising. 68 and 67 percent of respondents believe that SF 1 and SF zwei respectively have a good balance between programming and advertising. Not even one in seven of the private broadcasters attested to the balance between advertising and programming.