Screenforce Day 2024: Renaissance of TV consumption among younger people?

The TV initiative Screenforce invited guests to the Zurich Kongresshaus for Screenforce Day 2024, which was attended by more than 330 guests from the Swiss advertising industry on Tuesday morning. This year's event once again featured various speakers, good food and networking. Once again, German presenter Wolfram Kons hosted the program. Werbewoche m&k was able to talk to the speakers in exclusive video interviews about their respective insights. The video can be played below from the beginning. Alternatively, we offer direct links to the respective interview passages of the speakers: Wolfram Kons | Marvin Vogt, Senior Research Consultant at Eyesquare | Dr. Martin Andree, founder and owner of AMP Digital Ventures | Hendrik Budliger, Founder and Head of Demographics | Tristan Horx, Trend & Futurologist, Horx Future GmbH | Verena Tobis, Key Account Manager, Goldbach; Thomas Gierling, Head of Sales International Amdeira | Ines Imdahl, owner of rheingold salon GmbH & Co. KG |

After breakfast, sand painter Urs Rudin kicked things off with a sand portrait of Wolfram Kons. The subject of the portrait then took over and announced the first lecture. In the presentation "The revenge of analog", the audience learned why linearity in TV should definitely be seen as a strength in times of digital media abundance.

Two other contributions were devoted entirely to research. Screenforce Switzerland presented the new study "The World of Screens", which deals with the changes in the video cosmos. This year's DACH study by Screenforce was presented in "Into the Wild - How do advertising contacts work in the real world?". Both studies show how well TV performs in comparison with other channels, for example in terms of advertising recall.

The program also included a topic on a target group that is difficult to reach. In the presentation "Gen Z - Facts & Prejudices. The psychological structure of a generation", psychologist Ines Imdahl looked at the state of mind of Gen Z, as well as their influence on society. The article "Demographic change and media consumption" dealt not only with the young, but also with those who are no longer quite so young. It dealt with the development of broadcasting time in primetime and daytime and why television consumption will become more important in 2033 due to ageing.

To conclude, the audience - as well as the entire industry - was urged not to simply let Big Tech have its way and to do something about its supremacy.

If you missed Screenforce Day 2024, you can view some presentations and impressions in the coming days on the Screenforce Switzerland Website retrieve.