TV anticipates the upswing
Publisuisse: In 2003, TV revenue still slipped by two percent, but since the beginning of the year, it has been rising sharply.
Publisuisse In 2003, TV sales slipped by two percent, but since the beginning of the year there has been a steep upward trend. Publisuisse again recorded a decline in net sales from TV advertising in 2003, namely by CHF 4.4 million to CHF 285.5 million. However, the trend reversal already became apparent during the course of the year: while the decline steadily decreased in the first two quarters, the third and fourth quarters saw impressive growth rates again, which continued to accentuate towards the end of the year, but the sales from January to March 2004, which were 8 percent higher, are particularly promising for the current year. "We have thus achieved the best first quarter of the last three years", explained Publisuisse CEO Martin Schneider at the presentation of the 2003 balance sheet.
This extremely pleasing result can also be interpreted as a positive indicator for the development of overall advertising expenditure. According to Schneider, television advertising is running ahead of the general trend "by around half a year".
Second programs catching up
Despite declining TV sales, Publisuisse was able to increase its net profit by 12 percent to CHF 3.3 million last year, a result that was made possible thanks to additional income from sponsorship and strict cost management.
The second channels in German-speaking and French-speaking Switzerland in particular made up ground in 2003. SF 2 increased by 15 percent to 30.3 million francs, while SF 1 once again
lost 4 percent to CHF 154.6 million. Only television in French-speaking Switzerland escaped without any losses at all: TSR 2 recorded an increase of 7 percent to CHF 5.3 million, while TSR 1 was at least able to maintain its 2002 level (CHF 83.8 million).
TSI fared much less well, with its first channel recording a 1% drop in advertising sales. The second Ticino channel even suffered a 35% drop. However, this is likely to be only a temporary low, as in contrast to advertising revenues, the southern Swiss stations made significant gains in audience market share in 2003, with TSI 1 even achieving an unprecedented jump in market share among 15 to 59-year-olds from 31.5% to 34.4%.
Publisuisse generally expects 2004 to be a promising year for TV (see interview with Martin Schneider). In addition to the brighter economy, major sporting events such as the European Football Championships and the Olympic Games in the summer and fall will contribute to this.
Daniel Schifferle
This extremely pleasing result can also be interpreted as a positive indicator for the development of overall advertising expenditure. According to Schneider, television advertising is running ahead of the general trend "by around half a year".
Second programs catching up
Despite declining TV sales, Publisuisse was able to increase its net profit by 12 percent to CHF 3.3 million last year, a result that was made possible thanks to additional income from sponsorship and strict cost management.
The second channels in German-speaking and French-speaking Switzerland in particular made up ground in 2003. SF 2 increased by 15 percent to 30.3 million francs, while SF 1 once again
lost 4 percent to CHF 154.6 million. Only television in French-speaking Switzerland escaped without any losses at all: TSR 2 recorded an increase of 7 percent to CHF 5.3 million, while TSR 1 was at least able to maintain its 2002 level (CHF 83.8 million).
TSI fared much less well, with its first channel recording a 1% drop in advertising sales. The second Ticino channel even suffered a 35% drop. However, this is likely to be only a temporary low, as in contrast to advertising revenues, the southern Swiss stations made significant gains in audience market share in 2003, with TSI 1 even achieving an unprecedented jump in market share among 15 to 59-year-olds from 31.5% to 34.4%.
Publisuisse generally expects 2004 to be a promising year for TV (see interview with Martin Schneider). In addition to the brighter economy, major sporting events such as the European Football Championships and the Olympic Games in the summer and fall will contribute to this.
Daniel Schifferle
