Local stations on the upswing

Advertising time marketer Good news from TeleNewsCombi: it is making progress in every respect - but less than hoped for in terms of sales.The departure of TeleSüdostschweiz from TeleNewsCombi (TNC) at the end of 2002 has not harmed the advertising pool of regional TVs. On the contrary: TNC was able to increase its numbers further. Over the past year and with eight members, the TNC achieved a net reach of 1.2 million people (23.9 percent) in the 3+ target group. In the first half of 2003 and with only seven members (TeleZüri, TeleBärn, TeleBasel, TeleOstschweiz, TeleTop, TeleM1 and TeleTell), the combination increased to 1.3 million viewers (25.3 percent). The market share is now 2.9 percent, with usage at 16 minutes per person.TNC also gained viewers in the advertising-relevant target groups of 15 to 49-year-olds. While it only just managed to exceed the 600,000 viewer mark in this target group last year in November and December, the average for the first half of 2003 is now 6,100,000 (24 percent). The market share is 2.7 percent.
A sideways glance at the other TV channels is allowed: Not least because of its hourly loops, TNC only just achieves the same market share as Vox and Kabel 1, but it is still well ahead of VivaSwizz.
However, hourly loops also have certain advantages, as TNC Managing Director Marcel Geissbühler emphasizes: persistently hot weather such as in June, July and August hardly leads to a drop in reach. "People simply watch the regional news later," he says. This is one of the reasons why the TNC is easy to plan. Even the GRPs and contact totals predicted by Radiotele for the highlights "Mister Schweiz" and "Prix Walo" (see box) were achieved exactly.
To make TNC even more attractive for its advertising customers, handling will be improved from 2004. TNC-Net is the name of the project that digitally networks the stations. Spots, but also image material (e.g. for news) can be exchanged more easily and quickly. Today, video copies are still sent by courier. "In future, we will be more flexible, which should also bring us new customers," says Geissbühler. He also wants to strengthen the combination with regional texts. "Regional language customers will be able to tailor their offers even more closely to the individual regions," he says.
Slightly under budget
But how did advertising revenues develop in the first half of 2003? Geissbühler does not disclose any sales figures. Just this much: "In terms of figures, we are up on the previous year, but slightly under budget." The integration of the TNC with Publiplan and Mediaoptimizer contributed to the increase - despite the adverse environment. Geissbühler is also vague about the Info Pool, the combination of the TNC advertising blocks before the news and the SF-1 block before the "Tagesschau": 66 percent of total TNC income to date has been generated via the Info Pool, he says.
There is also little more to learn from SRG's advertising time marketer. Head of Sales and designated Publisuisse Director Martin Schneider merely points out that both sides are busy "examining various possibilities for intensifying the cooperation". However, it is too early for more concrete statements.
Consumed later on hot nights: News in the hourly loop.
News programs are the undisputed ratings hit for private local television providers.

Two highlights for 2004 under one roofTwo live broadcasts on all seven TNC stations also contributed to the increase in TNC's reach: The "Mister Switzerland" election on May 17 generated a rating of 275,000 people, and the "Prix Walo" on May 25 generated a rating of 110,000 people. Even if they are only occasional highlights, they are very good at opening doors to advertising customers, says Marcel Geissbühler. This is why Marc Friedli, head of the TNC program commission, has made every effort to ensure that the two highlights can also be broadcast in 2004. With success: both contracts are already in place.
Because the fortnightly series "Joya rennt" had to be ceded to Sat 1, Friedli has set his sights on new programs "with interesting affinities". From September 1, the programs "Lifestyle" and "Tierisch" will be broadcast on almost all TNC stations (except TeleBasel) - and from 2004, the program "SwissDate" will run on all seven TNC stations. (mk)
Markus Knöpfli