Screenforce study sheds light on the relationship between TV and YouTube in the advertising market
TV and YouTube offer different advantages for advertisers, as shown by the latest Screenforce Switzerland 2025 study. The qualitative survey of 26 industry experts provides insight into the perception, usage, and evaluation of both channels.
In its latest study, the TV genre initiative Screenforce Switzerland examined the positioning of YouTube compared to TV in the Swiss advertising market. The Insight Institute conducted qualitative interviews with 26 video experts. The results were presented for the first time at the Screenforce Day at the end of May.
The focus was on six comparison criteria: Targeting, flexibility, measurement, reach, price and quality. The results show clear differences, particularly in terms of targeting, advertising impact and the quality of the advertising environment. While TV stands for broad audience appeal, high credibility, demonstrable measurability and a consistent quality environment, YouTube scores above all for flexibility and granular targeting.
From the respondents' point of view, TV formats perform better in the evaluation of content: they are considered to be of higher quality, more credible and more effective - not least due to the usage situation, the technical quality on large screens and the stronger emotionalization through storytelling.
At the same time, respondents also see advantages in YouTube, particularly in terms of budget efficiency, speed and target group precision. However, a price comparison is difficult, as numerous factors such as spot length, target group definition and contact frequency have to be taken into account.
YouTube: neither friend nor foe
Overall, the experts see YouTube neither as direct competition nor as a supplement to TV, but as an independent channel with specific strengths. The choice between TV and YouTube therefore depends heavily on the campaign objective, target group and budget.
As one interviewee summed it up: "TV is like a Zürcher Geschnetzeltes, YouTube is fast food. Both taste good." The full study results are available on the Screenforce Switzerland Website retrievable.
