Publicom launches media brand study
In an intermedia comparative pilot study, Publicom will for the first time in Switzerland determine the identity and charisma of the most important media brands.
In view of the proliferation of (digital) information and entertainment offerings, the brand charisma of a medium is becoming much more important. Only brands with a clear, distinctive profile will be able to hold their own in tomorrow's markets, according to a statement issued on Wednesday. The Mediabrands 2013 study, which focuses on Switzerland's most important media market, the Zurich economic region, will survey not only brand profiles but also the "total audience" and reach of the individual channels in Switzerland's most important economic region. The results are thus of interest not only to media providers, but also to the advertising market, which is increasingly demanding intermedia-comparable data. Initial results will be available at the end of April.
