TV with stable demand in the consumer market
In Switzerland, TV broadcasters’ programs reached 4.9 million people per day in the first half of 2024, or 63 percent of all people aged 3 and older living in households with a TV set. This is shown by data on television reach and usage collected on behalf of the Mediapulse Foundation.
Following an increase in the TV audience and TV usage during the coronavirus pandemic and a brief decline afterwards, demand for TV broadcasters' offerings has stabilized again in the last two years. As in the first half of 2023, the daily reach of television remained unchanged at 63% in the past six months. In the same period, the time spent by TV audiences on linear or time-shifted television programs per day fell by three minutes from 181 minutes to 178 minutes. In short, television reaches the same number of people for slightly less time on an average day compared to the previous year.
Small differences between the language regions
This picture varies slightly across the three language regions. While in Svizzera italiana, the already largest TV reach compared to the rest of the country increased once again from 70% to 74% within a year, the viewing time per user fell by 5 minutes and now stands at 207 minutes per day. In French-speaking Switzerland, the size of the TV audience remained unchanged with a daily reach of 64%, while viewing time fell from 198 minutes to 186 minutes. Finally, in German-speaking Switzerland, the latest TV research figures show a decline in reach of one percentage point to 62% and unchanged viewing time of 173 minutes per day.
The TV research for which Mediapulse is responsible has so far recorded linear and time-shifted TV usage via conventional TV sets, also known as big screens. Since January 2024, the official usage data has also included the use of TV content via PCs, tablets or smartphones - so-called small screens. However, the cooperation required for this type of measurement by the TV broadcasters themselves or by the online distributors of TV content is currently still low, which is why this usage is hardly reflected in the current semester data.
The survey of TV usage is based on a hybrid measurement approach in which the usage data from the TV panel is enriched with usage data based on set-top box data and linked together using a method developed by Mediapulse. As a result, the TV data is created on the basis of usage data from around 5,000 physical panelists and around 15,000 virtual user profiles.
Further results on TV usage in the first half of 2024 can be found on the Mediapulse website at the following link Link.
