Study: Not every advertising channel gets the same amount of attention
Many analyses focus primarily on reach and usage. In contrast, the impact study «Knowing What Works» by Swiss Post Advertising compares advertising channels across all media and shows how differently they are perceived and categorized by respondents.
For media planning, the decisive factor is not only how many people an advertising channel reaches, but also how much time and attention is actually devoted to it. This is precisely where the impact study shows «Knowing what works» clear differences between the channels.
Equally relevant is the question of how advertising is perceived in the respective channel. The results show that reach alone only provides part of the picture. Advertising channels also differ in terms of how credible, relevant or memorable they are perceived to be by respondents.
Paper will be more valued in 2025
The environment in which advertising is perceived is also striking. Reading something on paper will be appreciated more often in 2025 than in the previous year. This trend is evident in all age groups and is even stronger among older respondents.
There are also differences in the attributed purchase relevance. Advertising channels are classified differently depending on the industry and usage context. For advertisers, this means that those who want to plan their media mix on a sound basis should not only evaluate channels according to reach, but also according to how much attention they receive and the context in which they are effective.
Cross-media comparison as added value
This is precisely the value of the study: it supplements the traditional analysis of reach and presence with additional comparative values and thus creates a sound basis for media planning decisions.
Swiss Post Advertising's impact study «Knowing what works» is based on a representative online survey of 2005 people from German-speaking and French-speaking Switzerland. Various physical, digital and audiovisual forms of advertising were examined. Attention, time investment, perception, credibility and purchase relevance were measured.
