The first weaken
Television: The SRG's main channels lost a small amount of market share in 2004—to the benefit of its secondary channels, but in some cases also to foreign broadcasters.
Television The SRG's first channels lost market share slightly in 2004 - to the benefit of the second channels, but also partly to foreign channels.The time spent by the Swiss population in front of the television increased significantly in 2004 - although the number of available channels stagnated. People in Ticino continue to spend the most time in front of the television, with 178.1 minutes a day, almost three hours. The French-speaking Swiss watch 173.1 minutes of television, and the German-speaking Swiss still watch 147.6 minutes. However, the German-speaking Swiss population increased their TV consumption the most last year, spending more than 6 minutes longer watching TV than in 2003, while the Ticino population only watched 3.5 minutes longer and the French-speaking Swiss 5 minutes longer. This means that TV consumption has grown continuously since 1997 - by almost exactly 20 minutes in German-speaking Switzerland, 22 minutes more in Ticino and 30 minutes more in French-speaking Switzerland, although the SRG's first channels were unable to benefit from last year's increase. Across the board, they have lost acceptance among both the entire TV community and the main target group of 15 to 49-year-olds. This would probably have been even lower without the European Football Championships and the Olympics. With a decline in market share of just 0.3 percent, TSI 1 lost the least, but among 15 to 49-year-olds the loss amounted to a full 2.3 percent. The decline was the opposite for SF 1: In the 3+ target group, this channel lost 1.2% and only
0.4 percent in the 15/49 segment, while TSR1 fell by 0.8 and 0.7 percent respectively.
Losses also for RTL and Pro 7A further common factor in all parts of the country is that the respective second SRG channel was able to partially or fully compensate for the losses of the first. TSI 2 increased by 1.4% and 1.8%, the market share of SF 2 grew by 0.9% and 1.0% and that of TSR 2 by 0.5% in each case.
In German-speaking Switzerland, SF's strongest competitors RTL and Pro 7 have also lost market share in both target groups, resulting in a fierce battle for second place between SF 2 and RTL. SF 2 is slightly ahead in the 3+ target group, while RTL is still slightly ahead in the 15/49 target group with 9.7 percent. In fifth place is Schawinski's Sat 1, which gained half a percentage point in both target groups in Switzerland. There were no other major movements, with the Swiss private stations also remaining at 3% (previous year: 2.9%).
In both French-speaking Switzerland and Ticino, where the market is less segmented, foreign broadcasters continue to clearly outperform SRG second channels in both target groups. In French-speaking Switzerland, TF 1 is in second place, although it has lost market share slightly, but still has a market share of 16.5% on 3+, three times more than TSR 2. M6, F2 and F3 follow, with TSR 2 in sixth place.
In Ticino, the number 2 channel is Canale 5, which gained 1.9 percent among 15 to 49-year-olds and now has a market share of 15.7 percent, more than double that of TSI 2. RAI 1 and Italia 1 are also ahead of TSI 2. Private TV brings up the rear in both parts of the country, although it still has a market share of 1.2 percent at 3+ in Ticino, compared to 0.3 percent in French-speaking Switzerland.
Private TV: Difficult to measure market sharesOne reason for the low market share of Swiss private TV is its program structure with mostly hourly repeats: While the ratings can be cumulated per program run, this is not possible for market shares.
In French-speaking Switzerland, a value can be measured for all private broadcasters, but the Telecontrol case numbers are too low for most individual broadcasters due to small-scale broadcasting areas. For example, TVRL achieves 0.1% for the 3+ target group and Léman Bleu 0.0%, while the figures for the rest are statistically meaningless due to insufficient case numbers. For this reason, many broadcasters in French-speaking Switzerland have their market data collected by means of surveys.
Although Telecontrol is able to survey most of the individual stations in German-speaking Switzerland, their market shares are naturally also small: TeleZüri reaches 1.7%, TeleBärn 0.4%, TeleBasel 0.2%, M1/TeleTell 0.5% and TeleTop and TeleOstschweiz 0.1% each. TeleTicino in Ticino achieved 0.2 percent. (mk)
Struggle for audience favor: TV consumption increased in 2004, from which not all channels were able to benefit.
Markus Knöpfli
0.4 percent in the 15/49 segment, while TSR1 fell by 0.8 and 0.7 percent respectively.
Losses also for RTL and Pro 7A further common factor in all parts of the country is that the respective second SRG channel was able to partially or fully compensate for the losses of the first. TSI 2 increased by 1.4% and 1.8%, the market share of SF 2 grew by 0.9% and 1.0% and that of TSR 2 by 0.5% in each case.
In German-speaking Switzerland, SF's strongest competitors RTL and Pro 7 have also lost market share in both target groups, resulting in a fierce battle for second place between SF 2 and RTL. SF 2 is slightly ahead in the 3+ target group, while RTL is still slightly ahead in the 15/49 target group with 9.7 percent. In fifth place is Schawinski's Sat 1, which gained half a percentage point in both target groups in Switzerland. There were no other major movements, with the Swiss private stations also remaining at 3% (previous year: 2.9%).
In both French-speaking Switzerland and Ticino, where the market is less segmented, foreign broadcasters continue to clearly outperform SRG second channels in both target groups. In French-speaking Switzerland, TF 1 is in second place, although it has lost market share slightly, but still has a market share of 16.5% on 3+, three times more than TSR 2. M6, F2 and F3 follow, with TSR 2 in sixth place.
In Ticino, the number 2 channel is Canale 5, which gained 1.9 percent among 15 to 49-year-olds and now has a market share of 15.7 percent, more than double that of TSI 2. RAI 1 and Italia 1 are also ahead of TSI 2. Private TV brings up the rear in both parts of the country, although it still has a market share of 1.2 percent at 3+ in Ticino, compared to 0.3 percent in French-speaking Switzerland.
Private TV: Difficult to measure market sharesOne reason for the low market share of Swiss private TV is its program structure with mostly hourly repeats: While the ratings can be cumulated per program run, this is not possible for market shares.
In French-speaking Switzerland, a value can be measured for all private broadcasters, but the Telecontrol case numbers are too low for most individual broadcasters due to small-scale broadcasting areas. For example, TVRL achieves 0.1% for the 3+ target group and Léman Bleu 0.0%, while the figures for the rest are statistically meaningless due to insufficient case numbers. For this reason, many broadcasters in French-speaking Switzerland have their market data collected by means of surveys.
Although Telecontrol is able to survey most of the individual stations in German-speaking Switzerland, their market shares are naturally also small: TeleZüri reaches 1.7%, TeleBärn 0.4%, TeleBasel 0.2%, M1/TeleTell 0.5% and TeleTop and TeleOstschweiz 0.1% each. TeleTicino in Ticino achieved 0.2 percent. (mk)
Struggle for audience favor: TV consumption increased in 2004, from which not all channels were able to benefit.
Markus Knöpfli
