Mediapulse does not continue online research in Switzerland
Since 2021, Mediapulse has been tracking the reach of websites and apps on behalf of Swiss online publishers. Now, the online research will be discontinued at the end of 2024—because, according to the board of directors, the measurement system cannot be financed on a sustainable basis.
In 2020, Mediapulse was commissioned by CH Media, Ringier, SRG and the TX Group to set up reach research for websites, apps and digital advertising campaigns. The online publishers also showed a willingness to participate in the research and have their own brands and advertising inventories measured, the media research company writes in a press release.
Mediapulse was able to publish traffic data from summer 2021 and audience data for websites and apps from summer 2022. However, in the course of development, it became apparent that various online offerings were unable to fulfill their original participation commitments, which is why the research came under refinancing pressure. The situation was further exacerbated in summer 2023 when the mandate for the planned implementation of online campaign research was withdrawn, Mediapulse continued.
As no suitable solution could be found for financing online research, the Board of Directors of Mediapulse has decided to dismantle the research facility and terminate the existing customer contracts.
"We very much regret having to dismantle the online research infrastructure, which was set up at great expense and in a very short time, and no longer being able to provide Swiss online media with data on the reach and audience structure of their websites and apps," says Mediapulse CEO Tanja Hackenbruch about the decision.
However, a later resumption cannot be ruled out: Intensive discussions are currently being held with publishers and the relevant associations about financing and survey methods for online research. Mediapulse is also "still interested in finding a viable joint solution for the future".
