TNC breaks the 10 million barrier
Revenue for TeleNewsCombi (TNC), the advertising consortium of seven local TV stations, rose by 45 percent in 2005 compared to 2004 and «surpassed the 10-million mark for the first time.».
Sales of the TeleNewsCombi (TNC), the
advertising combos of seven local TVs, increased by 45% in 2005 compared to 2004.
percent and "exceeded the 10 million mark for the first time". This
says TNC Managing Director and Radiotele owner Bruno Oetterli: "The
TNC has made the breakthrough." It even reached the limits of its capacity:
In the second half of 2005, the jointly marketed advertising blocks were
booked out several times.
The TNC has 4 of the permitted 12 minutes of advertising time per hour -
and also per day due to the repetition loops. "We are discussing
now know what to do," says Oetterli. But the broadcasters hardly want to
advertising time to the TNC. The reason: a national campaign
they earn less than at a local store because of the combined discount.
customers, and most broadcasters deliberately draw their main revenue from
the local market. Oetterli nevertheless sees further potential: for example in the
cross-media marketing of the broadcaster's own teletext offerings and the
TV websites. TeleSüdostschweiz is the eighth new addition.
member the TNC cover. Nevertheless, the TNC rate remains the same
as in the second half of 2005 - not least because of the Olympics and
Football World Cup, during which local TVs may lose viewers.
In contrast, progress in French-speaking Switzerland has been slow. For half a year
The RomandieNewsCombi (RNC) exists, but Geneva is missing (WW 5/06) -
primarily for political reasons (Hersant-Edipresse). After all, the
Fronts: "It is possible that TV Léman Bleu will join the RNC from July 1",
says Oetterli. However, a joint company of the
stations as well as one contract each with marketer Radiotele and with the
SRG marketer Publisuisse. The latter is necessary for the activation
of the RNC with the Publisuisse booking tool Publiplan. "The contracts are
but not yet signed," says Oetterli.
Markus Knöpfli
