There are still wishes
TV Advertising: Advertisers are satisfied with the services provided by the marketing agencies. But they are not satisfied with the politicians.
TV advertising Advertisers are satisfied with the service provided by marketers. But not with the politicians. "The medium of television has improved in terms of services for advertisers," says SWA Director Jürg Siegrist. Gabriela Böcker-Flamm from Mediacom agrees: "TV has seen some positive changes." Ueli Custer, Managing Director of the Interessengemeinschaft elektronische Medien (Igem), also notes a "relatively high level of satisfaction" between TV providers and media agencies, as the latest version of the SWA's annually published list of demands shows: The wish list for the medium of television has become shorter. And the demands are primarily directed at politicians, hardly at TV providers. With one exception: the SWA would like to see SRG TV sponsorship and advertising from a single source - from the TV marketer Publisuisse. Today, TV sponsorship is managed by the SRG broadcasters themselves. But no one doubts that the SWA's wish will soon be fulfilled - by former Publisuisse director Ingrid Deltenre, who is now at the helm of SF DRS.
Proximity to the program desired
Böcker-Flamm also doubles down with a request to private broadcasters: They should use their scope for special forms of advertising such as product placement, "which are closer to the program", more creatively, she says.
The SWA has removed one item from its list of demands: A year ago, it had expected private TVs and advertising windows to provide a performance guarantee similar to that of Publisuisse. The reason: "The deviations between the forecast and reality are clearly too high for individual providers." The price-performance ratio suffers as a result. Today Siegrist waves this away: "This is no longer a top priority. The private providers have improved and also offer guarantees." Although the forecasts are no more reliable, the compensation (freespace) has become more generous, he says.
The SWA's biggest concern remains politics - with demands on the RTVA, which is currently being revised. Siegrist is calling for a redefinition of the public service - i.e. fee splitting. He wants more liberal regulations for advertising for beer and wine. "It is absurd that Feldschlösschen beer, which belongs to the Danish Carlsberg Group, is not allowed to advertise on Swiss TV stations, while the Carlsberg beer brand can be broadcast on German stations." However, special forms of advertising such as virtual advertising or split screens should also be permitted.
Another SWA criticism is directed at French-speaking Switzerland, where "private cable network operators, supported by the SRG, are successfully resisting the activation of M6 and other advertising windows". Siegrist: "Additional advertising opportunities are needed in French-speaking Switzerland. At peak times, such as now before the Motor Show, TSR's advertising space in prime time is too limited."
According to the SWA Director, radio and TV research also has a lot to do: It should be separated from the SRG and transferred to a foundation, as proposed as part of the revision of the RTVA. The SWA would like to have a say in the foundation in question. Siegrist expects progress on all these demands soon.
Igem has completely different concerns: it is keeping an eye on the possible effects of timeshift TV (time-shifted television) - via devices that are already available or via the TV program access via ADSL planned by Swisscom. Ueli Custer explains: "In collaboration with Publica Data and the SRG research service, we have commissioned a study that will examine the spread of these new communication technologies on an annual basis from now on."
Markus Knöpfli
Proximity to the program desired
Böcker-Flamm also doubles down with a request to private broadcasters: They should use their scope for special forms of advertising such as product placement, "which are closer to the program", more creatively, she says.
The SWA has removed one item from its list of demands: A year ago, it had expected private TVs and advertising windows to provide a performance guarantee similar to that of Publisuisse. The reason: "The deviations between the forecast and reality are clearly too high for individual providers." The price-performance ratio suffers as a result. Today Siegrist waves this away: "This is no longer a top priority. The private providers have improved and also offer guarantees." Although the forecasts are no more reliable, the compensation (freespace) has become more generous, he says.
The SWA's biggest concern remains politics - with demands on the RTVA, which is currently being revised. Siegrist is calling for a redefinition of the public service - i.e. fee splitting. He wants more liberal regulations for advertising for beer and wine. "It is absurd that Feldschlösschen beer, which belongs to the Danish Carlsberg Group, is not allowed to advertise on Swiss TV stations, while the Carlsberg beer brand can be broadcast on German stations." However, special forms of advertising such as virtual advertising or split screens should also be permitted.
Another SWA criticism is directed at French-speaking Switzerland, where "private cable network operators, supported by the SRG, are successfully resisting the activation of M6 and other advertising windows". Siegrist: "Additional advertising opportunities are needed in French-speaking Switzerland. At peak times, such as now before the Motor Show, TSR's advertising space in prime time is too limited."
According to the SWA Director, radio and TV research also has a lot to do: It should be separated from the SRG and transferred to a foundation, as proposed as part of the revision of the RTVA. The SWA would like to have a say in the foundation in question. Siegrist expects progress on all these demands soon.
Igem has completely different concerns: it is keeping an eye on the possible effects of timeshift TV (time-shifted television) - via devices that are already available or via the TV program access via ADSL planned by Swisscom. Ueli Custer explains: "In collaboration with Publica Data and the SRG research service, we have commissioned a study that will examine the spread of these new communication technologies on an annual basis from now on."
Markus Knöpfli
