NZZ am Sonntag most likeable media brand
Google is the most-used media brand in the Zurich economic area, followed by SRF 1 and 20 Minuten, according to Publicom's Media Brands brand study. NZZ am Sonntag achieved the highest likeability ratings ahead of Google.
The Internet is the most widely used medium, but the traditional media of radio, television and newspapers also reach - via various distribution channels - more than 90 percent of the adult population, it said at a media orientation in Zurich on Wednesday.
More than half of the population uses newspapers online on a PC, 40 percent on a smartphone or tablet. The brand study examined - with a representative sample of 1530 people this spring - the use and qualitative appeal of the 25 most important media brands in the Zurich economic area.
In the ranking of brands with the strongest qualitative profile, SRF and NZZ took first place. Radio SRF 1 came top, just ahead of its sister station Radio SRF 3. NZZ am Sonntag came third, followed by the first TV station SRF and the Neue Zürcher Zeitung.
In the future, the Media Brands study will be conducted annually to provide media companies with a strategic tool for brand development, as Publicom CEO René Grossenbacher said. However, advertising clients and media agencies were also interested in the MediaBrands. Tailor-made media planning is not only based on quantitative considerations. Qualitative factors are becoming increasingly important. It would be welcome if more transparency were created about the qualitative dimensions, said Urs Schneider, owner of Switzerland's third-largest media agency. (SDA)
