The Street Parade attracted millions of viewers in front of the screens

The Street Parade broke new ground in the area of live coverage for its 26th edition. In addition to the live broadcast on TeleZüri, a target group-oriented streaming channel was published with the online media partner BE-AT.tv. The moving images were distributed via various web platforms and social media channels of the individual artists on the World Wide Web.

For example, the Street Parade reached over 25 million users at the premiere of the new media broadcast, of which 4,075,230 viewers tuned in to the live broadcast. TeleZüri also celebrated a new record number of viewers in the classic TV broadcast. A total of 421,165 people watched the popular live broadcast on Zurich's local station. TeleZüri achieved a market share of 68.5 percent in the advertising-relevant target group of 15-49 year-olds in Zurich, and 17.9 percent in German-speaking Switzerland as a whole.

The cross-media campaign, which was conducted over several weeks and stages, was no less successful. Around 80 million users were reached via online and social media channels, according to the statement. Another 900,000 readers were reached with various print products in cooperation with SBB, ZVV and LikeMag-Print. 750,000 unique clients visited Streetparade.com.

Together with a complementary poster campaign and various radio partnerships in Switzerland and abroad, the Street Parade reached a total of around 85 million people from April to August 2017. "These figures are likely to increase sharply again in the coming years," says Robin Brühlmann, who is responsible for the media partnerships. "We are certain that we have taken an important step in media marketing and will continue to expand these pioneering offers."