TVs in French-speaking Switzerland get their act together

Local TV stations The Swiss local TVs
are only making slow progress. The strongest striving
French-speaking Switzerland, then TeleTicino, while in the
German-speaking Switzerland - in positive terms - stable conditions
prevail.
The transmitters designated by Telecontrol
in the German-speaking part of Switzerland - all members of TeleNewsCombi (TNC) -
reach 1.3 million viewers daily in the 3+ target group
(+0.5%), who watch for an average of 16.6 minutes. This results in a
market share (MA) of 3 percent (2004: 2.9%). In the target group of 15-
to 49-year-olds, no change is visible either: The TNC
reaches almost a quarter of this target group with 24.3 percent - and
They invest 14.1 minutes of their daily time budget for the
local stations, 24 seconds more than in 2004. The market share is
2.8 percent (+0.1%).

The situation looks better, at least in some areas, in Ticino, more precisely for the only
local station TeleTicino. Although its market share (3+) remained stable at 1.2
percent as marginal as in the previous year, and in terms of net reach and
There were also hardly any changes in viewing time in relation to the overall audience. For the
In contrast, TeleTicino was able to increase its net reach among 15- to 49-year-olds.
with a jump of 14.5 percent to 27,600 viewers and
now reaches 18 percent of this target group. However, because the viewing time of these people
continues to be well below 10 minutes, the market share grew only
by one tenth of a percentage point to 1.1 percent.

TV spring in French-speaking Switzerland
The TV world in the French-speaking part of Switzerland is completely different.
a TV spring, albeit at a much lower level.
level than in the other two parts of the country. But be careful: before you
the pure figures, it is necessary to take a look at the
Telecontrol data for individual transmitters is only available for
TVRL (Lausanne) and Léman Bleu (Geneva), which does not provide any information about the
the whole of French-speaking Switzerland. This is already the case with the RomandieNewsCombi (RNC).
rather the case, but not really, because Léman
Bleu, the station in the largest conurbation in French-speaking Switzerland,
is not part of the party.
No watertight facts, but at least an inkling of
of TV usage in French-speaking Switzerland is obtained if the RNC and Léman
Bleu were viewed together: In terms of net reach 3+, the
RNC by 8.9 percent to almost 100,000 viewers, while at the same time
Léman Bleu even increased by 77.3 percent in the same target group.
This shows that local TV stations in French-speaking Switzerland are better able to reach their audience.
can address. However, they were not able to use the
to the same extent, it remains well below average
between six and seven minutes, which is why the MA of 0.2 percent
is not really worth mentioning.

The RNC also made gains, albeit to a much lesser extent, in the
15- to 49-year-olds, Léman Bleu, on the other hand, improved in this
audience by an incredible 83 percent.

Although the Geneva station is also extraordinary in terms of usage, the
(see box), its viewing time has increased even for
still below average by the standards of French-speaking Switzerland. In terms of reach
but has now moved well ahead of the Edipresse channel TVRL
catapulted - and thus probably to the top of all western Swiss
local broadcaster. Conclusion: The Geneva station is not a negligible
Size more.

In German-speaking Switzerland, there are no leaps like those in Geneva, but
a transmitter also falls outside the all-too-stable range framework:
TeleBasel. Among the total audience, it increased by 7.1 percent, among the 15-
to 49-year-olds increased by 5.7 percent. This is all the more
more remarkable when you consider that the station is competing with a
which has been growing for two years - without showing any figures
NW1 and with Christian Heeb, the co-founder of Radio Basilisk,
has a financially strong owner. Remarkable is
TeleBasel's growth is also due to the fact that its viewer
within the TNC pretty much makes up for the loss of TeleZüri.
Incidentally, the latter has been falling continuously since its peak in 2003
reach. And this applies to both the overall audience and the 15 to
49-year-olds. And yet its overall reach remains at 34.4 percent
is still by far the largest of all local TV stations.

Tele-Züri was the only station to increase its audience (3+) by a whole
minute longer to its program. TeleBärn should also be mentioned,
which did not increase the favorability of the overall audience at all,
However, among the main target group of 15- to 49-year-olds, the increase was 6.5 percent
increased.

Markus Knöpfli

50+ is increasingly attractive
Just under half of all local TV viewers are under 49 years old, the
The other half counts 50 and more. Consequently, advertising clients should
This medium is probably not only aimed at the so-called main target group of 15-year-olds.
to 49-year-olds, but also increasingly those aged 50 and over.

For this reason, the radio and TV marketer Radiotele is hosting a forum on March 8 and 9, 2006 entitled "The Senior Market -
Marketing and Personnel" at the Paul Klee Center in Bern.

The forum is organized by Plus.ch AG, which is represented on the
own homepage as "Your partner for the fastest growing market in the
future" (meaning the 50+ target group), and as the "first
company in Switzerland that deals exclusively with the plus market.
busy". (mk)

Léman Bleu stands out
Whether the surge in interest is due to the tug-of-war between the
media houses Edipresse, Hérsant and the City of Geneva, as well as to the still
still unclear ownership structure of the broadcaster (see
Advertising Week No. 3/06)?

Director Michel Chevrolet waves it off: "On the contrary, this turmoil has
rather harmed us," he says. The increase in spectators has to do with the good
work of the entire team - and with the
program changes that he has made since taking office almost two years ago.
initiated the program. "We are not doing the program today with more,
but with less money, but with great motivation and lots of ideas",
Chevrolet, who previously worked as a journalist for
Radio Suisse Romande. Today, Léman Bleu is less
educational, but more entertaining, less intellectual, but
"Funnier, simpler and closer to the people," he says. Also the
He has expanded his news share. (mk)