The advertising puzzle

 
Radio Swiss Radio Pool and Radio DRS can now be booked together via MediaSense For Euro 08, Publisuisse subsidiary MediaSense is launching four offers for the first time that combine sponsorship on Radio DRS and advertising on Swiss Radio Pool (SRP) radios. SRP City and "Wetter am Morgen" on DRS 1 can be booked together on a weekly basis for 50,000 Swiss francs for 42 sponsorship mentions and 24 spot broadcasts. SRP City covers Basel, Berne, Lucerne and Zurich (860,000 listeners). Those who prefer to address a younger audience can also opt for SRP City and the "Wettergespräch" on DRS 3 (CHF 13,500 for 12 mentions and 6 spot broadcasts), while a similar offer is aimed primarily at car drivers, combining all SRP radios in German-speaking Switzerland with traffic information on DRS 1 (CHF 70,000 for 51 mentions and 15 spot broadcasts) or DRS 3 (CHF 60,000 for 54 mentions and 15 spot broadcasts). According to MediaSense, over 3.3 million listeners and a net reach of up to 75 percent can be achieved in one week. Commercials and sponsored programs are broadcast at roughly the same time.
The SRP also includes two radio stations in French-speaking Switzerland, One FM and Lausanne FM. "We are also thinking about similar offers in French-speaking Switzerland, for example with Couleur 3, but we are not quite there yet," says MediaSense Managing Director Bernhard Krättli on request.
MediaSense, which handles the SRP exclusively, also procures radio stations outside the pool. A total of 42 radio stations and 100 offers can be booked via Publiplan, MediaSense's planning tool, including Ringier's Radio Energy Zurich, which must be booked exclusively via Goldbach subsidiary IP Multimedia. "We accept the exclusivity of IP Multimedia there," says Krättli.
 
Markus Knöpfli