4.7 million TV viewers per day in the second half of 2024
From July to December 2024, 4.7 million people in Switzerland watched TV channels every day, which corresponds to a reach of 61% of all people aged 3 and over who live in a private household with a TV set. These are the findings of the Mediapulse Foundation's TV panel.
If a person in Switzerland watched TV in the last six months, they did so for an average of 171 minutes per day (viewing time). Applied to the population as a whole (viewing time), this means that every person aged 3 and over has invested 105 minutes in TV viewing on an average day.
Of these 105 minutes, 75 minutes are accounted for by linear TV viewing and 30 minutes by time-shifted viewing. In other words: regardless of all the options available to audiences to organize their TV consumption independently of the TV program, the majority of TV broadcasts will still be used live in 2024.
The latest data shows the familiar patterns in a comparison of language regions. In Svizzera italiana, television achieves the highest relative penetration with a daily reach of 69% and the highest usage volume with a daily viewing time of 140 minutes. In the other two language regions, there is slightly less demand for TV channels. In Suisse romande, the daily reach is 62% and the viewing time is 110 minutes per day. In Switzerland's largest language region, television recorded the lowest figures with a reach of 61% and a viewing time of 101 minutes.
A general trend that has been apparent in TV usage since the end of the coronavirus pandemic continues in the comparison with the second half of 2023. The proportion of people who watch TV on an average day is proving to be extremely stable. The reach value remains unchanged compared to the previous year. At the same time, the Swiss population spends slightly less time in front of the screen, which is reflected in a decrease in daily viewing time of 1 minute.
Research expanded
Until now, the TV research for which Mediapulse is responsible has covered linear and time-shifted TV usage via conventional TV sets (big screens). Since January 2024, the use of TV content via PCs, tablets or smartphones (small screens) has also been integrated into the official usage data, provided the research is supported by the broadcasters.
It should also be noted that the service provider Kantar, which is responsible for TV research, began renewing the measurement technology in the TV measurement panel households in May 2024 and will complete the corresponding technology change by the end of 2025. The new measuring devices will allow even more detailed recording of TV usage, which can lead to better recognition of short contacts and thus to an increase in channel reach. This increase has not yet been
However, the change will be minor, so that the continuity and comparability of the TV usage data remains guaranteed. Kantar and Mediapulse monitor any effects of this change on the measured TV usage data with continuous monitoring and thus ensure its continuity and comparability.
Further results on TV usage in the second half of 2024 can be found on the Mediapulse website.
