WEMF expands media research: gaming, podcast genres and POS offerings in MACH Strategy
WEMF continues to expand its range of studies: With the latest publication from MACH Strategy, the gaming and POS (point of sale) categories have been included for the first time. In addition, since spring 2025, Tamedia has been having several podcasts certified by WEMF to ensure greater transparency in the advertising market.
WEMF (Werbemittelforschung Schweiz) is continuously expanding its MACH Strategy intermedia study, which Swiss media agencies use to plan their campaigns efficiently and based on data. In this year's publication, the gaming (including gaming genres) and POS (point of sale) categories were published for the first time. New messenger services, additional social media platforms and expanded podcast genres have also been integrated.
With the Podcast Audit, the WEMF offers an official certification of download figures. Podcast audit ensures transparency
With the WEMF podcast audit, podcast producers and media companies can have their download figures officially certified. In this way, WEMF is also ensuring greater transparency in the audio advertising market. Tamedia has had several of its podcasts certified since spring 2025. In an interview with Roland Achermann, Director of Media Audits at WEMF, Lea Nowack, Product Manager Content Experience at Tamedia, talks about the importance of podcasts in the media and advertising market. "WEMF certification brings credibility, comparability and planning security," concludes the interview. Link to the interview
Media research day with 200 participants
On Wednesday, October 29, 2025, the Swiss Media Research Day of the WEMF took place at the Westhive in Zurich-West. Around 200 participants followed a varied program with exciting presentations and panels on current developments in Swiss media research. Under the motto "Audience First - From Data to Knowledge", they received valuable insights for a targeted approach with reliable WEMF data. The subsequent networking lunch led to interesting encounters with experts from the industry.
Social media trends presented at the summit
The Social Media Summit 2025 attracted numerous digital marketing experts to Engelberg on November 6 and 7. Finn Stein, Head of Research at WEMF, presented the latest results from the social media module of the Intermedia Study MACH Strategy, He provided insights into current usage trends on social media platforms and showed how people in Switzerland use social media.
WEMFacademy 2026 with free webinars
Various free webinars will be held again next year as part of the WEMFacademy. The program includes various updates on WEMF studies and products as well as application tips for the NEXT>LEVEL data tool. All previous video recordings and documents from past webinars can be found in the archive.
