ADVERTISING PRIMER 2016

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CONTENTS

Switzerland

Data on Switzerland 2Economic data 3European comparison 4

Media Market

Advertising expenditure 5Media market Switzerland 6Media in Europe 7Social media comparison – Intermedia comparison 8

Media Data

Magazines 14Daily-, Sunday-, Financial-, Business-Press 16Newspaper/Magazines Combinations 18Television – Digital advertising displays 20Internet – Online 22Cinema – AdScreens in public transports 24Radio 25Out-of-home – Posters 26Direct advertising 27

Studies

Official Swiss media studies 28Media terms – Internet/Online Glossary 32

Addtional data

Map of WEMF regions 34Swiss population data 36

All data given according to the sources indicated. No responsibility is accepted for their accuracy.State: December 16, 2015.

For additional copies of the Ringier Advertising Primer please see www.go4media.ch (also with download).

Contact

Ringier AGPublishing MediaDufourstrasse 23CH-8008 Zurich

[email protected]

Total m 8,238Foreign nationals % 24.3Population density p. / sq. km. 206Male m 4,074Female m 4,164Urban (agglomerations) % 83.9Non-urban % 16.1

Private households m 3,541Single-person-h/h % 35.1Family h/h with children % 34.5Couples without children % 27.5Ø no. of persons/h/h 2.25Ø no. of children per woman 1.50

German 64.5%French 22.6%

Italian 8.3%Romansh 0.5%

Other 20.1%

Zurich 1,315.7Geneva 570.2Basle 537.1Berne 406.9Lausanne 402.9

Lucerne 224.7St. Gallen 164.9Lugano 150.5Winterthur 136.6Zoug 125.0

Language (Structural survey 2013, 15+)

Population of the 10 major urban areas (Dec. 31, 2014, in 1000)

Civilian status (STATPOP 2014) %Unmarried 43.6Married 43.1Widowed 4.9Divorced 8.1

Religions (Structural survey 2012, 15+) %Roman Catholic Church 38.0Protestant Church 26.1Other churches/religious communities 12.4No religious affiliation/no reply 23.5

Source: STATPOP, according to SFSO typology 2012; www.statistik.admin.ch.

Employment Men Women Total Aged 15+ 1000 % 1000 % 1000 %Full-time (more than 90%) 2045 84.1 857 40.8 2903 64.0Part-time (up to 90%) 387 15.9 1245 59.2 1632 36.0Total 2433 100.0 2102 100.0 4535 100.0Source: SFSO/Swiss Labour Force Survey (SLFS) 2014.

DATA ON SWITZERLAND 2

GeographySurface sq. km %Total 41,285 100.0Cultivated area 14,817 35.9Floor surface 12,931 31.3

Surface sq. km %Unproductive surface 10,459 25.3Populated area 3,079 7.5

PoliticsSwiss Confederation: founded in 1291, Federal State since 1848Administrative units (federalistic): 26 cantons (6 of them are half-cantons)Form of government: direct democracy

Political levels and parties Parties State: 2015 Seats SVP SP FDP CVP othersFederal Council Collegial board 7 2 2 2 1 Parliament Council of States cantonal repres. 46 5 12 13 13 3 National Council people repres. 200 65 43 33 28 31

Resident population (Dec. 31, 2014, STATPOP. Structural survey 2013)

ECONOMIC DATA 3

2012 2013 2014

Gross domestic product (at current market price)Total nom. (CHF bn) 623,943 634,854 642,256Index (2000 = 100 = 458,779) 136 138 146

Swiss consumer price index (annual average, basis december 2010 = 100)Food and non-alcoholic beverages 97,4 98,5 99,5Alcoholic beverages and tobacco 102,1 103,4 104,4Clothing and footwear 88,9 85,6 84,5Housing and energy 102,5 102,6 103,7Furnishing, household maintenance 97,0 95,4 94,5Health care 99,9 99,0 98,1Transportation 98,3 97,4 96,3Communication 99,4 97,1 94,9Recreation and culture 94,5 94,5 94,6Education and courses 102,0 103,8 105,4Restaurants and hotels 102,2 103,0 103,7Other goods and services 100,5 101,1 100,3Total index 99,3 99,1 99,0

Car ownershipNo. in millions 4.255 4.321 4.384Index (2000 = 100 = 3.545.247) 120 122 124

Source: Swiss Federal Statistical Office, www.statistik.admin.ch.

Household income structure (Ø 2009–2011) Quota h/h in % Ø no. of persons Income monthly h/h (gross in CHF)Employed 61.2 2.43 10,987.–Self-employment/Farmer 11.3 2.65 10,782.– Pensioner 25.1 1.52 5,878.–

Household expenditure (2013, all h/h, in %, per month)Food and non-alcoholic beverages 7.1Alcoholic beverages and tobacco 1.2Clothing and footwear 2.5Housing and energy 16.8Furnishing, houshold maintenance 3.0Health 2.9Transportation 8.7Communication 2.1Entertainment, recreation and culture 6.7

Restaurants and hotels 6.4Other goods and services 3.2Consumption expenditure 60.4Social-/health insurance, insurances 21.2Taxes, fees 13.9Contributions and other transfers 4.4Compulsory transfer expenditure 39.6Total household expenditure 100.0

Source: HBS 2015 (Household Budget Survey), Swiss Federal Statistical Office, www.statistik.admin.ch.

EUROPEAN COMPARISON 4

CH DE FR GB IT AT

Surface area1000 sq. km 41 357 544 244 301 84

Population (Dec. 31, 2014 / Jan. 1, 2015)Total million 8.238 81.174 66.353 64.767 60.796 8.585No. of households million 3.541 39.713 28.091 28.076 25.768 3.768Household-size Ø pers. 2.3 2.0 2.2 2.3 2.3 2.2Age groups up to 15 years % 14.9 13.1 18.6 17.6 13.9 14.3

15–24 years 11.6 10.8 11.9 12.7 9.8 11.9 25–49 years 36.2 33.6 32.3 33.9 35.0 35.5 50–64 years 19.7 21.7 19.3 18.2 19.9 20.0 65–79 years 12.7 15.4 12.3 12.8 15.0 13.3

80 years and older 4.9 5.4 5.7 4.7 6.4 5.0Population density 1 p./sq. km 206 227 116 265 199 102Labour force 1 million 4.8 42.0 29.2 32.5 25.5 4.4Unemployment rate 1 % 3.2 5.0 10.3 6.1 12.7 5.6

Gross domestic product (at current market price, 2014)Total EUR bn 528.8 2915.7 2132.5 2253.3 1613.9 329.3Index (prev. year = 100) 102.5 103.4 100.8 110.3 100.4 102.0Per Capita (PPS) EUR 43,200 34,000 29,400 30,000 26,400 34,900Index (prev. year = 100) 100.5 104.0 103.5 102.4 100.4 102.3

Employment in economic sectors (2014, 15–64 years, in %)Agriculture/forestry 3.3 1.6 2.9 1.5 3.6 4.4Industry/craft 20.6 28.1 20.6 18.7 26.9 25.9Services 76.0 70.4 76.5 79.8 69.5 69.7

Advertising expenditure (2012) 2

Classical media USD bn 5.660 23.433 12.490 19.378 7.280 4.178Index (prev. year = 100) 96.7 91.6 90.6 100.9 77.5 90.8Per capita USD 712 292 191 305 123 497

Split by media (in%) 2

Newspapers 26.3 30.2 10.2 18.4 13.9 38.4Magazines 18.5 17.7 14.3 6.0 9.1 13.0TV 28.7 22.2 33.8 26.6 52.7 22.9Radio 4.2 3.9 7.6 3.8 7.1 5.6Cinema 0.5 0.5 1.1 1.3 0.5 0.3Outdoor advertising 9.9 4.8 12.0 6.7 2.8 6.3Internet 11.9 20.7 21.0 37.0 13.8 13.4

Sources: Eurostat 2015 (Data 2014); 1 UBS – Switzerland in Figures 2015; 2 Western Europe Market & Mediafact 2013.

ADVERTISING EXPENDITURE 5

Net advertising turnover SwitzerlandCHF million (without production cost) 2012 2013 2014 ±% 13/14 Daily newspapers 819 718 689 −4,1Regional weeklies 183 168 158 −6,0Sunday newspapers 152 146 132 −9,7Total dailies / weeklies / Sunday news press 1154 1032 978 −5,2Of which: sales/subscriptions 863 785 731 −6,9Of which: free newspapers 291 247 248 +0,4Magazines general interest 352 324 308 −4,9Financial and business press 48 43 42 −1,8Special interest weeklies and monthlies 118 112 107 −4,7Trade press 111 104 100 −3,9Total Press 1783 1615 1536 −4,9Television (advertising seconds) 674 698 718 +2,9Radio (advertising seconds) 109 115 111 −2,7Television + Radio (sponsoring) 90 93 93 ±0,0Cinema 26 26 28 +7,7Teletext 5 4 3 −16,7AdScreen 6 7 7 −1,4Total electronic medias 910 942 960 +1,9Outdoore (analogue/digital) + public transports 417 415 426 +2,7

Directories 214 208 217 +4,1Direct marketing (distribution costs incl.) 1017 1086 1059 −2,6Other medias 1648 1710 1702 −0,5Total net advertising turnover Switzerland 4341 4267 4197 −1,7Internet (classical online advertising) 1 170 186 210 +12,9Search engine-/affiliatemarketing, online classifieds 2 403 456 513 +12,5Source: Stiftung Werbestatistik Schweiz; 1 MediaFocus; 2 Estimation MediaFocus.

The largest advertising sectors (2014) Total Index Media split (in %) Product groups CHF 1000 PY = 100 NP MA TP TV RA PO CI TX ON Car market 363,517 102 32 6 2 23 6 24 1 0 6Trade, wholesalers 258,007 112 36 37 1 16 1 7 0 0 1Travel, hotels 209,225 103 25 29 6 17 6 14 1 0 2Economic campaigns 161,969 112 44 40 4 4 3 3 0 0 2House, furniture 161,507 104 37 13 6 17 14 10 0 0 1Art/cultural events 160,601 101 52 4 2 8 15 14 3 0 1Fresh products+convenience 150,937 105 12 16 2 59 3 8 0 0 1Chocolate, sweets 129,353 98 3 6 0 80 0 9 0 0 1Nonprofit campaign 124,658 99 44 7 3 24 2 17 2 0 2Online services 122,535 124 41 2 0 34 3 4 0 0 16Mobile 111,447 84 29 4 0 42 1 18 2 0 4Insurances 108,124 111 19 5 3 47 2 12 2 0 10OTC pharmaceutical product 108,046 116 2 13 16 65 0 3 0 0 0Watches, jewellery 103,900 98 28 30 12 4 2 21 0 0 4Non-alcoholic beverages 84,830 108 6 11 1 65 1 14 1 0 2Commercial services, consulting 81,958 90 32 31 6 4 12 10 0 1 5Fashion, sport 4 81,500 97 28 18 6 22 5 9 0 0 12Finance 4 81,245 91 36 13 3 19 1 18 1 0 8Food products 4 73,139 115 18 23 5 36 1 16 0 0 1Construction, industry 4 71,415 99 16 46 10 7 6 13 0 0 1NP = Daily-/Weekly-/Sunday-Newspapers, MA = Magazines/Financial-/Businesspress, TP = Trade press/Special inter. TV = Television, RA = Radio, PO = Out-of-home/Digital adv. spaces, CI = Cinema, TX = Teletext, ON = Online advertising. 4 Image, Internet, PS.

Source: MediaFocus, www.mediafocus.ch.

MEDIA MARKET SWITZERLAND 6

Switzerland’s largest publishersTurnover (in CHF m) 2012 2013 2014 ±% 13/14Ringier AG 1,088 1,026 989 −3.9Tamedia AG 1,052 1,069 1,115 +4.2NZZ-Mediengruppe 519 482 471 −2.3AZ Medien 252 242 248 +2.3Somedia 136 128 129 +0.6Basler Zeitung Medien 175 126 54 −57.1Source: Annual reports 2014.

Media budget (Swiss households media expenditure)Expenditure (in CHF m) 2012 2013 2014 ±% 13/14Press subscribtions 1,139 1,129 1,124 −0.4Press sales 470 458 414 −9.6Press total 1,609 1,587 1,538 −3.1Books 860 875 1 832 −4.9Cinema 248 218 205 −6.0Radio 535 538 545 +1.3Television 2,750 2,758 2,931 +6.3Consumer electronics 1,063 1,058 1,095 +3.5IT and telecoms 3,934 3,508 3,282 −6.4Total 10,999 10,542 10,428 −1.1

Expenditure by category 2014 Content Access Hardware of 10,428 in CHF m % in CHF m % in CHF m % %Press 1,538 31.4 14.7Books 832 17.0 8.0Cinema 205 4.2 2.0Radio 504 10.3 41 1.3 5.2Television 855 17.5 1,220 2 53.1 856 26.4 28.1Consumer Electronics 482 9.9 613 18.9 10.5IT and telecoms 476 9.7 1,077 46.9 1,729 53.4 31.5Total 4,892 100.0 2,297 100.0 3,239 100.0 100.0± 2013/14 in % −3.3 +11.9 −5.6

Category definitionContent: Household spending on media (subscriptions, sales per copy, books, TV and radio

licence fees, sound carriers, DVD’s, games, Internet downloads, etc.), fixed network and addet value services.

Access: Household spending on media access (cable network charges, broadband connection).

Hardware: Household spending on access equipment (Receiving sets, hardware for desktop and mobile systems, smartphones, tablets).

1 Estimate; 2 Radio and TV share.Source: Swiss Media Association, www.medienbudget.ch.

MEDIA IN EUROPE 7

CH DE FR GB IT AT

Population (Dec. 31, 2014 / Jan. 1, 2015)Population mio. 8,238 81,174 66,353 64,767 60,796 8,585Population (15+) mio. 7,011 70,540 53,879 53,368 52,345 7,357No. of h/holds mio. 3,541 39,713 28,091 28,076 25,768 3,768

PrintDaily reach newspaper 1 % 76 73 12 27 26 73Weekly reach magazines 1 % 83 57 92 35 46 …Monthly reach mag. 1 % 83 67 97 70 65 76

TVDaily reach 1 % 60 87 80 79 86 64Weekly reach 1 % 84 93 96 97 97 …No. of TV h/holds mio. 3.5 38.0 27.2 26.3 24.5 3.5 % 95 93 98 96 98 96Cable h/holds % 56 48 15 16 6 56Ø viewed per day 1 min. 141 242 239 215 260 169

RadioDaily reach 1 % 85 77 82 79 56 82Weekly reach 1 % 98 85 91 66 89 …No. of Radio h/holds mio. 3.4 37.2 21.5 26.4 24.3 3.7 % 91 92 86 100 99 100Commercial stations no. 47 381 17 362 258 115Ø daily listening 1 min. 125 248 145 187 191 194

CinemaMonthly reach 1 % 19 20 67 13 12 11No. of cinema screens 550 4,617 3,583 2,846 3,249 565

OutdoorWeekly reach 1 % 80 … … 98 98 70Sites no. 89,240 296,979 123,943 132,803 152,392 124,409

InternetWeekly reach 1 % 83 60 74 80 50 70Monthly reach 1 % 86 64 76 80 55 73H/h. with Internet ac. 2 % 91 89 83 90 73 81Usage e-commerce 2 % 62 61 49 72 15 43Usage e-banking 2 % 54 49 58 57 26 48H/h. with broadband ac. 2 % 86 87 77 88 71 79Int. usage smartphone 2 % 64 56 59 69 35 65Int. usage tablet 2 % 28 36 44 50 22 38Facebook user 3 mio. 3,6 29,0 32,0 39,0 28,0 3,5 of wich mobile user 3 mio. 2,99 24,07 24,96 33,93 24,08 2,91

1 Persons (14+); 2 Persons 16–74 years, past three months; 3 User 13+ (State Oct. 31, 2015). Figures in italic not revised.

Sources: Eurostat 2015; Western Europe Market & Mediafact 2013; NET-Metrix-Base 2015-1; www.thomashutter.com.

Facebook Twitter Instagram YouTube

Platform and characteristicsof users

Social network for all age groups and social strata. Interest in all topics and sectors.

Digital platform for sharing short mes-sages. All age groups. Has not yet found its way to the majority of the population.

Audio-visual platform for sharing photos and videos. Popular among young users.

Video clip portal. All age groups, all social strata. Heavy users are often very young. Used as a video network.

Figures 3.6 m users, of whom 80% are also mobile users. 48% female, 52% male. User num-bers in 15-50 age group stagnating slightly. Increase among the over 50s.

Around 228,000 users in Switzerland, of whom 43,000 in the German-speaking regions.

870,000 active users, of whom 490,000 in the German-speaking regions. 51% female, 49% male.

3.8 m active users, 50% via mobile channels.

Platform strengths

Wide reach, efficient advertising forms, differences in pages (company pages, profiles, groups). Good, meaningful analytical tools available.

High speed, use of hashtags has estab-lished itself. Provides easy access to opinion leaders.

Active users. Aesthetically pleasing environment. Mobile medium. Possible to share photos in other social networks as well.

Wide reach, efficient advertising forms, links to Google and Google+.

Platform weaknesses

Advertising increasingly dominant, news feed algorithms reduces the reach of posts.

Limited to 140 characters. Takes com-paratively long to build up the community.

Videos limited to max. 15 sec. Hardly any data available.

Difficult to achieve viral effects within the platform. Professional video production is costly.

Types of posts Text, photo, video, link, photo album, event, notifications, milestone, apps.

Text, link, videos, images.

Photo, video. Video (with text in the description).

Advertising offer forms

Post reach, page promotions, website clicks, app installations, event promotion, lead/video ads. Bookable via Facebook Ads Manager.

Follower ads, website clicks, Tweet interac-tions, app installations, leads, video ads. Bookable via Twitter Ads Manager.

Photos with embedded link, carousel ads, videos, lead ads. Ad-vertising in the form of photos/videos between posts possible. Book-able via Facebook Ads Manager.

Pre/post rolls, banner ads via the video, display ads around the video. Automated booking via the Google network.

Key performance indicators

Page likes, post reach, engagement (likes, comments, shares, clicks), clicks on links, hashtags.

Mentions, retweets, favourites, followers, following, reach, clicks on links, hashtags.

Followers, retweets, likes, replies, post reach, link clicks, comments.

All views, view duration, subscribers, ratings, comments, embed videos, playback locations, favourites, social shares.

Sources: Facebook Ads Manager; Twitter Ads Manager; Google AdWords

SOCIAL MEDIA COMPARISON 8

Magazines Newspapers (daily/weekly)

Type and characteristics of the medium

Entertainment and information medium for a wide range of target groups. Mass media in general interest field with wide range of entertainment and advice on coping with everyday life. Special-interest titles with high level of thematic competency. Zeitgeist- and trend-oriented.

Up-to-the-minute, everyday medium with high information content. Chronicles recent events with commentaries, orientation aid, entertain-ment and features. Strong reader loyalty with high credibility and mostly local and regional interest.

Main audience emphasis

General interest magazines appeal to broad groups of the population, while the wide range of magazines facilitates specific appeal to socio-demographically and psychographically distinct target groups.

Broad, geographically defined population groups. Main emphasis on the population aged over 25. Free newspapers from the age of 14. Larger publications tend to aim at the agglomerations, upper professional and educational levels.

Encounter target person/medium

High acceptance owing to conscious leisure-time consumption. Reading medium with high concentration and multiple consumption. Identi-fication with publication and content. Consump-tion not restricted by place or time.

Contact particularly in the morning. Expecta-tions of information result in intensive and regular media consumption. Perfect identifica-tion with titles chosen consciously. Mostly bought by subscription. Commuter press mainly distributed in boxes.

Quantitative media efficiency, reach and frequency

Advertising in general interest publications en-sures high reach and contacts. Well-balanced coverage and rapid high average number of contacts. 8 to 9 publications throughout Switzerland, each with around 6 ads for 70% to 80% reach and 6 to 7 OTS.

High reach and average number of contacts in the main circulation areas. Rapid growth of reach with broad list of publications or combinations. Approx. 27 regional or 10 to 13 supraregional/national newspapers throughout Switzerland required, each with 6 ads neces-sary for 80% to 85% reach and 5 to 6 OTS.

Options available From small advertisement format to dominant, multi-page presence. Ads can be placed in related editorial copy, permitting a direct thematic link. Various speciality ads such as gatefolds, inserts, samples, teaser strips and issue-based sponsorship, crossmedia, etc. Pro-motion offers for iPad-/tablet editions. Special issues are increasingly theme-specific.

From classifieds through double-page spreads to multi-page advertisements. Many format variations and broad colour options to attract attention. Positioning in special topics and event sections. Opportunities to give brochure inserts higher profile. Crossmedia-offers for advertising on the Internet, mobile, etc.

Advertising rates Full page advertisement 4-colour approx. CHF 16,000 to 25,000 for high-reach publications. Reduced rate for b/w ads in individual cases.

Full page advertisement 4-colour approx. CHF 10,000 to 25,000. Price range for mid-size to large dailies. Big combinations over 60,000. Many combination offers with 5 to 25% reductions. Good value offers on small and classifieds ads. Weekend “2 for 1”-offers.

Criteria for media selection

Suitable for in-depth and complex messages. Demonstrating life experiences, cultivating brand image and loyalty. Reach or contact-based basic advertising, also for crossmedia campaigns.

Suitable for up-to-the-minute offers, messages that should be communicated rapidly, regional or retailer-oriented campaigns and advertising with high text content. Also suitable for culti-vating image and brand loyalty. Basic medium at national, regional and local level, also for crossmedia campaigns.

Sources: MediaTrendJournal.; O. Meier Medienmarketing.

INTERMEDIA COMPARISON 9

Special interest and trade press Out-of-home advertising


Medium for professional development. High level of expertise in specialist area. In some cases «obligatory» in order to keep up to date in fast-changing sectors. High degree of expertise in special interest segments. May be a magazine or a newspaper.

Outdoor advertising medium with a direct, broad impact and strong out-of-home presence. Target areas in urban setting. Good geographi-cal positioning. Additional focussing according to target groups and events.


Specifically targets clearly defined professional target groups and members of trade associa-tions. Emphasis on committed specialists and opinion leaders who are hungry for knowledge.

Reaches all age groups away from home. In particular young, mobile target groups that are difficult to reach. Distinctions can be made between pedestrians, public transport users, car drivers, and people on the way to work, going shopping or on leisure time.


Reading medium with high concentration and multiple consumption as well as high circula-tion in companies. Identification with publica-tion and content. Consumption not restricted by time or place. Intensive reader identification with titles bought on subscription.

Rapid, frequent contact with passers-by on busy streets and squares, at public transport stops, in railway stations, airports, shopping centres, POS, filling stations, car parks, sports venues, trade fair locations, etc. Very wide reach within short time. High level of acceptance.


Run size depends on specialist area. Usually between 2,000 and 10,000 copies. Compre-hensive coverage of defined business target groups. Generally high to very high reach in specialist area (may be 80% or more) and high OTS thanks to regular use.

Rapid presence and a fast-growing reach en-sure high brand recognition among the general public. 70% reach with an average of approx. 20 contacts and 1400 GRPs. Recall average of 50%, depending on subject (APG|SGA Poster Performance Index PPI).

Options available Mostly full page and part page. Occasion-ally only in black-and-white and two colours. Relevant placement means ads can be tied in to topics covered in publication. Many brochure inserts, sometimes including samples.Advertising and PR may flow seamlessly into each other, depending on the sector. Extensive rubric and small ad markets in some cases, as well as reader services and cross-media offers.

National standard formats, networks and individual areas. Analogue: F4, F12, F24, F200, F400LT. Digital: eBoards, ePanels, Rail Beamer, TrafficMediaScreen. Special formats such as mega/big posters, public transport advertising (hanging displays, transparencies, traffic boards, ground adhesive advertising, vehicle body wraps, etc.) Flexible booking: 7, 14 or 21 days.

Advertising rates Highly dependent on the run size. Generally between CHF 2,000 and CHF 5,000 for black-and-white pages and between CHF 5,000 and CHF 10,000 for 4-colour pages. Large circulation trade publications tend to cost more. Special interest segments less expensive.

Posters: rates on the basis of SPR+ perfor-mance values (APG|SGA). CPM from approx. CHF 6 to 15 depending on format and area. Investment in national posting approx. CHF 442,450 gross (e.g. conurbations F12 Big27, 924 sites, 14 days). Staggered campaign discount from 18 to 46%. Additional last-minute discount and discounts linked to annual investment.


Suitable for targeting particular specialist groups. Rational and emotional presentation of advertising messages in a professional environ-ment. For B2B use and for optimizing reach to particular target groups.

Suitable for short advertising messages, intro-ducing, positioning, anchoring and updating brands or images. Offers via advertising stimuli shortly before the purchase decision. Builds recognition fast. Enhanced impact thanks to appropriate format mix and reinforcement by further analog/digital out-of-home media.

Sources: MediaTrendJournal; O. Meier Medienmarketing.


TV Cinema


Mass medium for entertainment and informa-tion with audio-visual experience. By choosing broadcast time, the channel and the main axis of the broadcast, it is possible to address a particular target group. Regional TV for regional and local campaigns with programming repeated throughout the day. Internet TV for location-independent or delayed viewing.

An entertainment medium for young target groups, families and increasingly also best agers. Intensive audio-visual experience. Dominance on large screen. Strong possibility for identification and high recall value.


Total population with emphasis dependent on channel, language area, time of broadcast and programme environment. Reaches mainly senior viewers. Swiss advertising windows and stations serving a specific language region tend to focus on younger users than public sector broadcasters.

46% of cinema audiences are between 14 and 34 years, 33% are between 35 and 54 years. Main emphasis among urban, active groups of people with above-average education and a wide range of interests.


Multi-sense (picture, sound, movement) appeal in familiar home atmosphere. Highest consumption between 7 pm and 10.30 pm. Different levels of interest and acceptance in anticipation of given programmes. Risk of distraction and zapping.

Considerable attentiveness to films. No distrac-tions thus intensive exposure to the advertising message. Evokes a suggestive atmosphere. Relaxed, positive and accepting mood – also towards advertising. Cinema advertising cannot be zapped away.


Very different ratings depending on the channel, the time of broadcasting and the pro-gramme environment. Reach increases quickly with high frequency (significant cumulation effect). For cumulative ratings of 70% and 3 to 4 OTS you need about 20 to 30 spots on several channels during primetime. High transparency of performance.

A package of all national cinemas for 1 week can reach some 10% of all 14 to 34 year olds. Rapidly increasing reach over a period of several weeks,but low average contacts. 4-week campaign in all Swiss cinemas achieves – depending on period – around 20% reach and 1.4 OTS among 14 to 34 years olds.

Options available TV spots from 5 sec. to 6 min. Plus 2-3 spots per block and reminder spots. Special forms of advertising such as single spots, split-screen, sponsorship, exclusive spots, product place-ment, «power break» during sports broadcasts, etc. Swiss advertising windows: Spot length 5 sec. or more, ad breaks. No advertising windows in Ticino.

National targeting: GeoFocus (regional/national cinema-booking with one spot). Audience targeting: spot-booking for individual target groups. Movie targeting: FilmFocus (booking by genre or film). Local: GeoFocus local, CineFix, CineMotion, etc.

Advertising rates SRF1 primetime 20 sec.: CHF 1,500 to 25,000. Swiss advertising windows 30 sec. (7 pm to 10.30 pm): CHF 1,000 to 6000 according to day and time. Regional TV: differing rate cards depending on channel and number of repeats.

Uniform CPMs per week/sec. GeoFocus: CHF 12.00 (regional/national). Audience targeting: CHF 13.90. Movie targeting: from CHF 17.50 to 19.50. Minimum 3 to 4 weeks, variabel and depending on contacts. Format: minimum 30 sec. Recommendation/local advertising: CPM from CHF 10.20 to 11.50.


Suitable for building recognition fast, demonstration, emotion and argument-based advertising. Basic medium on national and language region level, also for crossmedia campaigns. No alcohol or tobacco advertising (except wine, champagne and beer).

Suitable for young target groups. Mood and image advertising. Anchoring of messages, brands and images. Crossmedia through promo-tions, television, online and adscreens in lobby. Cine-picture and Cine-motion: suitable for local/regional advertising (retailer support).



Radio Direct marketing


Popular information and entertainment medium, though usage can be superficial. Often used as background noise. Private radio usage depending on reception areas.

Marketing medium which may or may not be personalized. High information capacity and broad range of possible formats. Increasing coverage problems with unaddressed direct marketing campaigns owing to spread of «no advertising» mailbox stickers. Can be circum-vented using leaflet inserts in newspapers and magazines or addressed direct mailings.


Private broadcasters demonstrating trend towards younger (15 to 49 years) listeners in their respective reception areas. Consumption mainly during the day. Peak times: morning, midday and early evening.

Unaddressed: Broad sections of the popula-tion. Heads of households generally have first contact.Addressed: Target group selection options are broad. Data protection imposes conditions on address management.


Often switched on while the listener is doing other things at the same time (work at the office, at home, driving the car). Acoustic (language, sound effects and music) appeal and regular consumption.

Used at home and at work. Acceptance of unaddressed blanket mailings is lower. Accept-ance of addressed mailings depends on subject and quality of approach. Chance of direct contact, low dispersion loss. Good response opportunities.


Local and regionally targeted reach. 53% of people listen to local radio for at least 61 min. 25 German- and 13 French-speaking local radio stations, each with a frequency of 20 spots per week necessary for 50–60% reach and 4 to 5 OTH.

Little general research data available. 51% of households are reachable (49% have «no advertising» stickers). Addressed direct mailings give almost 100% reach. Multiple contacts possible.

Options available Mostly 15 to 20 seconds commercial spots that can be broadcast according to individual timing and programme environment requirements. Wide range of bundling options for buying time with several private stations. Sponsor-ship available for entire radio programming spectrum. Sponsorship also possible on SRG radio channels (SRF/RTS/RSI).

Unaddressed: Approx. 2.0 million private households, most of which are served by private distributors. Good geographical target-ing. High volume of leaflets and brochures on individual weekdays. Addressed: Address lists available for the most varied target groups. Wide differences in quality and price depending on whether private or business addresses.

Advertising rates 30 second spots on «average» private radio station between CHF 180 and 1,200 (CHF 6 to 40 per second). Rates higher during prime time. Pool discounts up to 20% if advertiser buys package of broadcasters.

Unaddressed: General distribution to all households in Switzerland: CHF 211,500 for up to 25g. Distribution costs per 1000 copies: CHF from 88.– to 158.– (A,B,C-Post locations). Addressed: Costs for private addresses (approx. 6 m.) per 1000, between CHF 210 and 600, depending on address requirements. Business addresses (approx. 700,000) CHF 240 per 1000.


Suitable for up-to-the-minute offers, campaigns and rapid appeal. Often used as complementary medium at local and regional level, also for crossmedia campaigns. No alcohol or tobacco advertising (except wine, champagne and beer).

Suitable for local/regional special offers (unaddressed) and clearly defined target groups (addressed). Text-rich messages, samples, catalogues. Personal approach. Often used in business-to-business segment.

Sources: MediaTrendJournal; O. Meier Medienmarketing.

Online Mobile phone


Interactive individual communication tool. Everyday medium for young target groups. Extensive range of options and a reach that is still increasing. Used as an information medium and for e-mail use. Growing acceptance as a sales channel. Established sales channel. Available at short notice. In the social media, millions of dialogues are generated daily on Facebook, Twitter, YouTube, etc.

Interactive, individual “always on” medium with high entertainment, information and interaction potential. Growing acceptance as a sales channel. A communication instrument not restricted to specific locations or times, with options for direct use and impact monitoring.


Targets 13 to 60 year olds. Segmentation options according to web offer and technical criteria (URL, domain, browser, Internet access, time, keyword, etc.).

Focus on 14 to 50 year olds. Personal device for dialogue, work, information and entertain-ment used by all sectors of the population. Segmentation possibilities according to mobile sites, operating system (Android, iOS, Windows Phone, etc.), device type, language, browser, time, keywords and location.


Professional use during office hours as well as large private use. High degree of involvement via interactivity and individual information and news procurement around the clock. Use as Internet TV and/or via Internet mobile phones (smartphones and tablets/e-book readers).

A mobile phone offers a direct personal link to target groups showing a high level of interest and acceptance. Reaches the target audience at all times and in all places and allows instant interaction. Use of online (Internet) and stream-ing content in the form of audio and video material and games.


Over 80% of the 14-60 age group use the In-ternet. Precise records can be produced for the individual advertising images (AdImpressions), page views called up (Page Impressions), as well as number of visits (visits), reach (unique users), the time spent on the site (use time) and the number of clicks.

Mobile phone penetration over 90%. Smart-phone owners: approx. 75%. More than 60% use mobile Internet services. Precise recording of ad impressions, page impressions, numbers of visitors and numbers of clicks generated. NET-Metrix measurement available.

Options available Standard: full banner, skyscraper, leaderboard, rectangle, floating ad, roadblock, wallpaper. Also: video ads, expandable formats, intersti-tial, ad appeal, etc. Other forms include search engine marketing, classifieds , netwsletter and e-mail marketing. Campaigns on differently themed web offers and portals. Various forms of performance and affiliate marketing.

Display advertising in the form of banners in apps and on mobile portals. Special formats such as prestitial, interstitial and rich media. Other formats: Search engine marketing, Google AdWords, classifieds, performance marketing. Plus SMS, MMS, WhatsApp, mobile games, QR-cordes, augmented reality.

Advertising rates Rates (CPM/CPT) vary between CHF 10 and CHF 180 per 1000 ad impressions. E.g. Full-Banner or Skyscraper CHF 30 to CHF 80. Also cost-per-click, cost-per-lead or cost-per-sale for affiliate marketing.

Advertising rates (CPM) vary between CHF 40 and 180 per thousand ad impressions, e.g. ban-ner/leaderboard CHF 40 to CHF 100; interstitial/prestitial CHF 90 to 190; alternatively, cost per click or cost per lead.


Suitable for branding, response campaigns and product and service offers requiring high information content. Use as a single medium or parallel to classic media. Suitable as a distribu-tion channel to intensify interactive dialogue/response and for competitions.

Suitable for response campaigns and young tar-get groups. Often in addition to classic online campaigns. Frequently used in cross-media in combination with offline/online. Strongly dialogue-oriented. Short lead times mean it is best suited to promotions, competitions, and event announcements.


MAGAZINES 14 15

Publication Category Method Circulation 1 Reach cRR Structure Cost full page CPM of issue % 1000 M W b/w 4-c b/w 4-c

German part 100.0 4668 50 50Annabelle women fortnightly 66,121 4.7 218 19 81 18,900 18,900 86.60 86.60Beobachter info/counseling fortnightly 295,566 18.2 851 47 53 23,830 23,830 28.02 28.02Bolero women/fashion monthly, 10 × per year 34,031 0.7 32 32 68 10,570 10,570 328.18 328.18Brigitte (split Switzerland) women fortnightly (30,000 ) 2.0 92 12 88 9,600 9,600 104.58 104.58Cosmopolitan (split Switzerland) women monthly (32,000 ) 2.9 134 16 84 12,500 12,500 93.51 93.51Freundin (split Switzerland) women fortnightly (20,000 ) 1.5 69 7 93 10,670 10,670 154.85 154.85Geo (split Switzerland) topics monthly (46,000 ) 12.4 578 52 48 16,990 16,990 29.38 29.38Gesundheitstipp health 11 × per year 62,595 2 9.3 435 32 68 12,900 12,900 29.68 29.68GlücksPost women weekly 152,791 8.8 409 27 73 12,900 12,900 31.56 31.56Ktipp consumer fortnightly 253,103 2 19.8 924 49 51 22,400 22,400 24.24 24.24Magazin, Das (supplement) news/topics weekly 355,340 3 12.7 593 48 52 29,596 29,596 49.94 49.94NZZ Folio (supplement) topics monthly 156,994 8.0 375 56 44 24,680 24,680 65.76 65.76Reader’s Digest Schweiz digest magazine monthly 55,840 4.0 187 41 59 9,980 9,980 53.50 53.50Schweizer Familie family magazine weekly 189,388 13.9 651 35 65 18,870 18,870 29.00 29.00Schweizer Illustrierte glossy magazine weekly 173,205 15.3 713 38 62 26,310 26,310 36.89 36.89Schweizer LandLiebe natur/topics 6 × per year 200,110 13.0 606 25 75 21,200 21,200 34.97 34.97Style women monthly, 10 × per year 158,371 6.3 296 25 75 18,200 18,200 61.48 61.48Tele tv guide weekly 126,817 9.2 431 49 51 10,900 10,900 25.32 25.32TVstar tv guide fortnightly 85,545 4.2 197 45 55 5,900 5,900 29.93 29.93TV täglich (supplement) tv guide weekly (510,000 ) 11.6 540 38 62 18,650 18,650 34.53 34.53TV2 tv guide fortnightly 15,715 4 4 4 4 2,500 2,500 TVvier tv guide monthly 26,877 4 4 4 4 2,500 2,500 Weltwoche, Die news/topics weekly 65,139 5.0 234 63 37 15,400 15,400 65.78 65.78

French part 100.0 1525 49 51Bon à Savoir consumer 11 × per year 96,696 2 23.7 361 45 55 13,000 13,000 35.97 35.97Bolero F 4 women/fashion monthly, 10 × per year 18,527 3.4 52 16 84 10,370 10,370 199.52 199.52Elle (split Switzerland) women fortnightly (20,000 ) 2.7 41 14 86 6,200 6,200 152.54 152.54Femina (supplement) women weekly 124,675 19.3 294 33 67 22,990 22,990 78.30 78.30Guide TV (supplement) tv guide weekly 146,588 12.6 192 45 55 12,850 12,850 66.90 66.90L’Hebdo news/topics weekly 39,766 11.3 172 53 47 13,500 13,500 78.53 78.53L’illustré glossy magazine weekly 74,901 20.9 318 40 60 18,700 18,700 58.74 58.74Marie Claire (split Switzerland) women monthly (30,000 ) 3.9 59 9 91 8,200 8,200 138.74 138.74Paris Match (split Switzerland) glossy magazine fortnightly (30,000 ) 3.9 59 33 67 6,200 6,200 104.83 104.83Reader’s Digest Suisse digest magazine monthly 18,121 4.1 63 39 61 4,750 4,750 75.38 75.38Télétop matin (supplement) tv guide weekly 126,432 20.2 307 47 53 18,550 18,550 60.36 60.36TV8 tv guide weekly 63,958 14.4 220 41 59 7,800 7,800 35.43 35.43

Italian part 100.0 293 49 51Illustrazione Ticinese (free) family magazine monthly 131,905 3 48.0 141 45 55 7,150 10,945 50.75 77.69Ticinosette (supplement) tv guide weekly 63,212 36.3 106 42 58 9,785 9,785 91.95 91.95

Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland; 1 Distributed circulation (print+replica), certified by WEMF/KS; not certified circulation are in parentheses; 2 Circulation attestet; 3 Distributed free paper, certified by WEMF/KS; 4 not evaluated in MACH Basic; 4 Values from «Edelweiss».

Sources: MACH Basic 2015-2; WEMF circulation bulletin 2015; publishers declaration.

17DAILY-, SUNDAY-, FINANCIAL-, BUSINESS-PRESS 16

Publication Place of Method Circulation 1 Reach cRR Structure Cost full page CPM publication of issue % 1000 M W b/w 4-c b/w 4-c

Daily newspapers

German part 100.0 4668 50 5020 Minuten c. ed. (free) Zurich Mon–Fri 447,552 2 31.4 1468 57 43 47,000 47,000 32.02 32.02Basler Zeitung N Basle Mon–Sat 50,237 2.8 130 49 51 18,700 18,700 144.25 144.25BZ Berner Zeitung/Bund c. ed. Berne Mon–Sat 146,152 7.3 339 50 50 19,920 27,998 58.84 82.70Blick Zurich Mon–Sat 157,671 13.7 642 62 38 26,200 26,200 40.84 40.84Blick am Abend c. ed. (free) Zurich Mon–Fri 281,204 2 14.3 669 53 47 22,900 22,900 34.23 34.23Neue Luzerner Zeitung c. ed. Lucerne Mon–Sat 122,401 6.3 294 52 48 20,900 20,900 71.20 71.20Neue Zürcher Zeitung (CH) Zurich Mon–Sat 110,854 5.8 269 62 38 19,580 19,580 72.71 72.71Nordwestschweiz, Die c.ed. N Aarau Mon–Sat 161,012 8.1 376 50 50 20,950 26,850 55.74 71.43St. Galler Tagblatt c. ed. St. Gallen Mon–Sat 122,745 5.8 271 47 53 21,100 21,100 77.85 77.85Südostschweiz, Die c. ed. Chur Mon–Sat 79,172 3.5 162 51 49 12,500 12,500 77.16 77.16Tages-Anzeiger Zurich Mon–Sat 162,894 9.8 457 55 45 29,040 29,040 63.59 63.59

French part 100.0 1525 49 5120 Minutes c. ed. (free) Zurich Mon–Fri 187,018 2 34.7 530 53 47 21,725 21,725 41.03 41.0324 heures c. ed. Lausanne Mon–Sat 61,117 11.5 175 50 50 13,420 23,580 76.74 134.84Le Matin Lausanne Mon–Sat 44,815 19.4 296 59 41 11,580 11,580 39.10 39.10Le Temps Lausanne Mon–Sat 36,802 6.1 94 57 43 13,500 13,500 144.22 144.22Tribune de Genève Geneva Mon–Sat 41,213 7.9 120 50 50 7,980 13,840 66.35 115.07

Italian part 100.0 293 49 5120 minuti (free) Zurich Mon–Fri 33,117 2 29.8 88 52 48 5,200 5,200 59.36 59.36Corriere del Ticino plus Lugano/Muzzano Mon–Sat 47,774 42.8 125 52 48 5,890 9,165 46.93 73.03La Regione Bellinzona Mon–Sat 31,876 32.9 97 55 45 5,167 8,052 53.54 83.43

Sunday newspapers 3

NZZ am Sonntag Zurich Sun 126,855 8.9 417 55 45 24,120 24,120 57.83 57.83Schweiz am Sonntag c.ed. Aarau/Chur Sun 190,176 7.8 366 53 47 26,750 26,750 73.16 73.16SonntagsBlick Zurich Sun 184,089 14.7 686 58 42 26,870 26,870 39.19 39.19SonntagsZeitung Zurich Sun 182,192 13.3 622 53 47 30,029 30,029 48.28 48.28Zentralschweiz am Sonntag c. ed. Lucerne Sun 96,623 4.7 220 53 47 15,000 15,000 68.20 68.20Le Matin Dimanche Lausanne Sun 123,806 30.3 463 52 48 33,600 33,600 72.61 72.61Il Caffè (free) Locarno Sun 57,397 2 31.7 93 51 49 8,510 8,510 91.53 91.53

Financial and business press 3

Bilanz Zurich fortnightly 47,302 2.7 126 70 30 14,900 14,900 118.00 118.00Finanz und Wirtschaft Zurich 2 × per week 25,172 2.0 92 79 21 9,900 13,440 107.80 146.35Handelszeitung Zurich weekly 38,229 2.1 99 74 26 9,500 13,500 95.83 136.18Bilan Lausanne fortnightly 10,550 3.2 48 69 31 8,910 8,910 185.24 185.24L’Hebdo Lausanne weekly 39,766 11.3 172 53 47 13,500 13,500 78.53 78.53PME Magazine Zurich monthly 18,556 4.2 65 64 36 8,550 8,550 132.44 132.44

Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland; 1 Distributed circulation (print+replica), certified by WEMF/KS; 2 Distributed free paper, certified by WEMF/KS; 3 Net reach in the linguistic region.


Publication Method Circulation 1 Reach cRR Structure Cost full page CPM of issue % 1000 M W b/w 4-c b/w 4-c

Total Switzerland 100.0 6487 49 51KombiNation Swiss Family A weekly 593,316 29.0 1879 46 54 81,828 81,828 43.56 43.56 Schweizer Illustrierte, SonntagsBlick, L’Hebdo, L’illustré, TV8, Il CaffèKombiNation Swiss Women weekly 464,855 22.2 1443 37 63 51,912 51,912 35.99 35.99 Schweizer Illustrierte, GlücksPost, L’illustré, TV8

German part 100.0 4668 50 50Cityplus 4 N Mon, Tue, Thu, Fri, Sat 537,042 25.5 1189 51 49 78,131 84,466 65.71 71.04 Nordwestschweiz, Die, c.ed. N, Neue Luzerner Ztg. c. ed., NZZ (CH), St. Galler Tb. c. ed., Schaffh. NR NMetropool Mon, Tue, Wed, Thu, Sat 359,283 19.6 917 52 48 68,232 68,232 74.43 74.43 Basler Zeitung, Berner Zeitung BZ c. ed., Tages-Anzeiger Millionenkombi weekly/ fortnightly 507,928 27.6 1288 47 53 34,130 34,130 26.51 26.51 Beobachter, Tele, TVstarPowerDay 2 Mon–Fri 438,875 25.1 1173 57 43 39,280 39,280 33.49 33.49Blick, Blick am Abend c. ed.PowerDay+ 3 Mon–Fri 438,875 34.8 4 1624 4 58 4 42 4 55,030 55,030 33.89 33.89Blick, Blick am Abend c. ed., Blick.ch (Maxiboard fix)Tele Kombi weekly/ fortnightly 212,362 12.9 604 48 52 15,120 15,120 25.03 25.03 Tele, TVstarZeitungspool 1, Der Mon–Sat 58,278 2.7 128 53 47 12,012 17,248 93.69 134.54 Bieler Tagblatt, Freiburger Nachrichten N, Walliser Bote NZRZ Zürcher Regionalzeitungen c. ed. N Mon, Tue, Fri, Sat 104,026 4.8 223 45 55 27,210 27,210 121.82 121.82 Der Landbote N, Zürcher Oberländer c. ed. N, Zürcher Unterländer N, Zürichsee-Ztg. c. ed. N

French part 100.0 1525 49 51Arc Presse Mon–Sat 37,872 6.4 98 50 50 10,900 20,250 111.00 206.22 L’Express, L’Impartial, Journal du JuraRomandie Combi Mon–Sat 134,104 22.3 340 51 49 22,900 36,500 67.36 107.36 Arc Presse, La Liberté, Le Nouvelliste, Le Quotidien JurassienRomandie MAX weekly 178,625 36.6 557 43 57 33,000 33,000 59.20 59.20 L’Hebdo, L’illustré, TV8Top 2 Romandie Mon–Sat 102,330 19.3 294 50 50 20,380 35,615 69.31 121.12 La Tribune de Genève, 24 heures c. ed.Top Matin Mon–Sat/Sun 168,621 39.7 605 53 47 44,020 44,020 72.76 72.76 Le Matin, Le Matin Dimanche

German and French part 100.0 6193 49 51Bijou Mon–Sat 29,917 1.2 75 50 50 11,120 11,120 147.50 147.50 Bieler Tagblatt, Journal du JuraNZZ BusinessCombi Mon–Sat 147,656 6.0 372 60 40 30,080 30,080 80.78 80.78 Neue Zürcher Zeitung (CH), Le Temps

Italian part 100.0 293 49 51BiTop Ticino Mon–Sat 79,650 59.8 175 51 49 10,504 16,356 59.86 93.21 Corriere del Ticino plus (Corriere del Ticino/Giornale del Popolo), la Regione

Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland; 1 Distributed circulation (print+replica), certified by WEMF/KS; 2 20% combi discount by booking both titles in consecutive editions; 3 20% combi discount on print, 30% on online (Maxiboard fix);4 Total Audience 2015-2: net reach cumulated from MACH Basic 2015-2 and NET-Metrix-Profile 2015-1 (UUpD, weboffer users per day.)


19NEWSPAPER/MAGAZINES COMBINATIONS 18

TELEVISION 20

Coverage CH de-CH fr-CH it-CHPersons in TV-households 1 1000 7317 5172 1806 339Universe TV-households 1 1000 3324 2369 797 158Homes with 1 TV 2 % 93 92 94 95Cable connection 2 % 60 64 51 48IPTV 2 % 34 29 45 43Satellite dish 2 % 10 12 6 11Sources: 1 TV panel Mediapulse 2015 (persons 3+). 2 Mediapulse Establishment Survey 2014.

Advertising possibilities and general frameworksPrice criteria Depending on the following criteria: season, time of broadcast and programme

environment, length, number of viewers, CPT of the target group, etc.Nonlinear pricing 20/30 sec. commercial as a neutral basis f. analysing prices of sev. market pr.Offers Classic commercials in the form of TV spots with no given spot length, long

spots, mono-block, reminder spots and special forms such as powerbreaks, event spots, sponsorship with billboards, etc.

Prohibited advertising Advertising for tobacco, alcoholic beverages (except wine and beer), over-the-counter medicines, political and religious advertising, etc.

Time of advertising Daytime 02:00 to 16:59 h, access 17:00 to 18:59 h, primetime 19:00 to 22:59 h, late 23:00 to 01:59 h.

National channels Reach/day 1 MS 1 Price CPP, 20" CPP, 20" % % sec. 2 15–49 3 15–59 4

German part of Switzerland (universe 4,559,000, 15+)SRF 1 43.4 20.05 111.83 2727.– 1749.–SRF zwei 28.3 9.55 26.30 1883.– 1657.–SRF info 17.1 1.83 19.15 1991.– 1681.–Tele Regio Combi 14.2 1.79 100.52 1886.– 1558.–TeleZüri 7.5 0.90 82.07 1970.– 1907.–3plus 8.1 1.79 26.00 1778.– 1631.–4plus 4.6 0.7 24.40 1511.– 1446.–

Foreign channels Kabel eins CH 9.3 1.85 17.00 1729.– 1540.–Pro Sieben CH 13.3 3.57 64.60 2018.– 2333.–RTL CH 18.1 6.00 68.30 2099.– 1983.–RTL II CH 11.8 2.84 30.60 1703.– 1744.–Sat.1 CH 13.7 4.09 39.00 1964.– 1842.–Super RTL CH (20:15–23:00),5 4.9 0.64 11.41 5,1399.– 5,1389.–VOX CH 12.0 3.63 32.90 1761.– 1526.–

French part of Switzerland (universe 1,562,000, 15+)RTS Un 48.3 20.95 59.02 1016.– 679.–RTS Deux 26.3 6.77 6.61 719.– 589.–TF 1 CH 30.6 11.47 49.12 788.– 628.–M6 CH 25.1 8.94 57.10 816.– 737.–

Italian part of Switzerland (universe 300,000, 15+)RSI LA 1 56.6 22.61 14.13 113.– 93.–RSI LA 2 35.9 7.86 3.61 107.– 98.–1 Mediapulse TV panel, 1rst sem. 2015 (24h, Mon-Sun), persons 15+ (guests incl.), Overnigth 7+; 2 Ø Rates 1rst sem. 2016 CHF, 15+, Ø 24 h, gross, excl. VAT; 3 Pricing target group 15 to 49, 1rst sem. 2016, Ø 24 h, gross; 4 Pricing target group 15 to 59, 1rst sem. 2016, Ø 24 h, gross.

Sources: www.mpgruppe.ch; MediaWizzard.

TELEVISION – DIGITAL ADVERTISING DISPLAYS 21

Regional TV channels Universe Reach per day 1 Price sec. 2 Reception (Values in the licence area) persons 3+ 1000 persons % area 3

German part of SwitzerlandTeleBärn 1,198,900 93.2 7.8 76.00 BE/SO/FRTelebasel 508,000 60.0 11.8 30.75 BS/BL/AGTele M1 1,146,000 103.7 9.1 68.– AG/SOTele 1 854,000 50.9 6.0 59.– LU/ZG/SZTele Top 1,596,000 30.7 1.9 23.– ZH/TG/SHTSO (Tele Südostschweiz) 268,000 16.3 6.1 20.– GR/SG/GLTVO (Tele Ostschweiz) 586,000 36.2 6.2 41.– SG/AR/AI

French part of SwitzerlandCanal 9 (fr/de) 342,000 26.9 7.9 30.– VS/VDCanal Alpha 335,000 33.8 10.1 25.– NE/JULa télé 928,000 37.0 4.0 27.– VD/FRLéman bleu 475,000 29.3 6.2 30.– GE/VDTeleBielingue (fr/de) 251,000 15.1 6.0 24.– BE/SO/FR

Italien part of SwitzerlandTeleTicino 339,000 57.0 16.8 7.50 TI

1 Mediapulse TV panel, 1rst sem. 2015, persons 3+ (guests incl.) ; 2 Ø Rates 2nd sem. 2015 in CHF, excl. VAT; Rate example before/after News; 3 Main reception area.

Sources:Mediapulse AG mpgruppe.ch

Belcom AG belcom.ch

Goldbach Media AG goldbachmedia.ch

Publisuisse publisuisse.ch

DOOH (Digital Out-of-home) gross r./w reach/w GRP/w OTS rate 10” 10”-CPM Touchpoint 1000 % % week grossAmscreen BP 74 1.0 1.46 1.46 1,856 25.00Amscreen Socar 48 0.6 0.95 1.58 1,211 25.00Aperto Shops 92 3.0 1.80 0.60 2,024 22.00 CanalPoste 303 5.9 5.95 1.01 8,158 26.88 Media Markt 172 2.8 3,37 1.20 3,437 20.00 melectronics 326 3.6 6.39 1.77 6,514 20.00Migrol/Shell gas pump 273 4.0 5.35 1.22 6,827 25.00migrolino 193 7.7 3.78 0.49 4,243 22.00Neo Shoping Centers 615 2.5 12.10 4.83 45,710 74.33Tamoil gas pump 72 0.7 1.41 2.02 1,803 25.00TPG Pub (public transport) 736 4.3 14.44 3.36 16,360 22.22Valora Shops 160 3.5 3.13 0.90 3,992 25.00Rates 2015 in CHF, excl. VAT. Univers: D/F-CH, Online population 5.098 mio., 15-74 years. Source: GfK-Study «DOOH Audience Measurement 2015»; Goldbach Media AG; www.igdooh.ch.

Other digital advertising displays locations screens gross r./w rate 10” 10”-CPM Network CH 1000 week grossDigital Shopping Media 7 41 452 15,689 34.70 Healthcare and Beauty Channel 450 450 630 6,466 10.75Lobby cinema − Cine Ad Screens 21 380 77 2,688 35.00 Rates 2015 in CHF, excl. VAT. Source: providers declaration; clearchannel.ch; excommedia.ch; werbeweischer.ch.

INTERNET – ONLINE 22

Internet users (Switzerland/CL) Universe BA 1 Structure Affinity- NA 2 Structure Affinity- 1000 1000 % Index 1000 % IndexTotal 6487 5670 100.0 100 5363 100.0 100Men 3203 2918 51.5 104 2807 52.3 106Women 3284 2752 48.5 96 2556 47.7 9414 to 19 years 521 515 9.1 113 513 9.6 11920 to 29 years 980 973 17.2 114 959 17.9 11830 to 39 years 1045 1034 18.2 113 1003 18.7 11640 to 49 years 1234 1182 20.8 110 1134 21.1 11150 years + 2707 1966 34.7 83 1754 32.7 781 Broadest audience (BA): people who used Internet at least once in the past 6 months; 2 Narrowest audience (NA): people who used Internet once per week or more.

Source: NET-Metrix-Base 2015-1.

Websites UUpW 3 Time spent UUpM 4 Time spent CPM 5 % 1000 h:min % 1000 h:min

de-CH (universe 4,201,000)20min.ch (de-CH) 34,9 1465 1:11 49,7 2090 3:44 30.–Blick Online 29,9 1258 1:10 46,4 1948 3:23 30.–tagesanzeiger.ch 13,5 568 0:31 26,0 1092 1:13 30.–Neue Zürcher Zeitung 11,1 467 0:16 24,0 1008 0:34 45.–Blick am Abend 9,8 411 0:08 19,8 831 0:18 40.–watson.ch 6,0 254 0:20 13,8 581 0:40 35.–Nordwestschweiz Netz 5,4 228 0:15 13,4 562 0:27 20.–bernerzeitung.ch 4,2 175 0:24 9,4 396 0:49 40.–baslerzeitung.ch 3,7 157 0:32 8,1 340 1:08 39.–Beobachter.ch 3,4 143 0:04 10,6 445 0:06 50.–cash.ch 3,1 130 0:40 6,2 262 1:29 45.–St. Galler Tagblatt.ch 2,8 119 0:08 7,3 305 0:15 35.–Luzernerzeitung.ch 2,7 113 0:17 6,0 253 0:34 35.–Schweizer-Illustrierte.ch 2,6 108 0:05 7,5 315 0:07 50.–

fr-CH (universe 1,361,000)20min.ch (fr-CH) 27,3 372 1:06 46,0 626 2:57 35.–LeMatin.ch 15,4 210 0:38 30,0 409 1:28 35.–24heures.ch 10,5 142 0:17 22,5 306 0:37 35.–Tribune de Genève 9,6 130 0:26 21,3 290 0:52 35.–Le Temps 5,3 72 0:12 14,0 190 0:21 40.–Le Nouvelliste 4,0 55 0:22 10,3 140 0:40 25.–

it-CH (universe 244,000)tio.ch (20min.ch it-CH) 39,6 97 1:05 57,0 139 3:23 40.–ticinonews.ch 17,3 42 0:52 31,3 76 2:08 50.–Corriere del Ticino 14,0 34 0:22 27,4 67 0:50 40.–Il Caffè 6 40.–

3 Unique User per Week: people who used a website at least once within a week; 4 Unique User per Month: people who used a website at least once within a month; 5 Rectangle 300 x 250 pixel, Run of site; Rates 2nd sem. 2015 in CHF, excl. VAT. 6 No NET-Metrix-Profile data for 2015-2. Evaluation NET-Metrix-Audit 11-2015: Unique Clients: 16,000; Visits: 26,906; Page impressions: 62,899.

Sources: NET-Metrix-Profile 2015-2; Goldbach Audience (Switzerland) AG, www.swissmediatool.ch.

INTERNET – ONLINE 23

Mobile Internet Use (Mobile-Sites/-Apps) Unique Clients Visits Page Impr. Access to 1000 1000 1000

Mobile-Sitesde-CH 20 Minuten 1,826 9,519 38,130 Basler Zeitung 219 807 3,209 Berner Zeitung 224 640 2,619 Blick Online 1,966 18,998 249,155 Blick am Abend 743 3,095 9,843 Neue Zürcher Zeitung 1,101 3,426 7,233 Tages-Anzeiger 835 3,475 15,610 watson.ch 970 3,236 16,842fr-CH 20 Minutes 815 3,746 10,004 24 Heures 380 989 3,172 Le Matin 722 3,248 14,586 Le Temps 373 876 1,228 Tribune de Genève 453 1528 5,291

Mobile-App s (Group)de-CH 20 Minuten 1,548 55,227 654,285 Basler Zeitung 63 1,450 8,830 Berner Zeitung 39 813 2,916 Blick News 373 14,517 244,085 Blick am Abend 67 829 9,938 Neue Zürcher Zeitung 115 1,700 9,239fr-CH 20 Minutes 488 18,377 204,818 24heures 80 1,320 6,510 Le Matin 185 6,293 56,792 Tribune de Genève 82 1,555 7,443Source: NET-Metrix-Mobile (Interview periode November 2015).

Crossmedia (Press and Web offer) Press title Web Reach cum. Press & Web Performance in 1000 cRR 1 UUpD 2 Gross reach Net r.20 Minuten c. ed. 20min.ch – D/F-CH, tio.ch 2,090 1,105 3,195 2,770Blick, Blick a.A. c. ed., So-Blick Blick Online, Blickamabend.ch 1,537 705 2,242 1,996So-Blick Blick Online 704 656 1,360 1,255Blick Blick Online 663 656 1,319 1,217Blick am Abend c.ed. Blickamabend.ch 669 95 764 750Schweizer Illustrierte schweizer-illustrierte.ch 713 29 742 737Tages-Anzeiger tagesanzeiger.ch 457 205 662 625az Nordwestschweiz c.ed. Nordwestschweiz Netz 376 47 423 414NZZ (CH) NZZ Online 274 143 417 402BZ/Bund c. ed. Newsnet Bern 339 82 421 398Neue Luzerner Ztg. Luzernerzeitung.ch 294 31 325 315Le Matin (Mon-Sat) leMatin.ch 296 121 417 38924 Heures c. ed. 24heures.ch 175 67 242 228Tribune de Genève tdg.ch 120 71 191 179Le Temps letemps.ch 102 13 115 114Corriere d.T. p. + Replica cdt.ch 125 18 143 1351 cRR: MACH Basic 2015-2, Press title users; 2 UUpD: NET-Metrix-Profile 2015-1, Weboffer users per day.Source: Total Audience 2015-2, Universe: D/F/I-CH, age 14+.

CINEMA – ADSCREENS IN PUBLIC TRANSPORTS 24

Advertising film Screens Ø Visitors Ø Rate per week p/week 1" 1 30" 1

Geo-Focus / National PoolsSwiss-German part 328 182,585 2,191 65,730Swiss-French part 138 85,568 1,026 30,804Swiss-Italian part 18 8,461 101 3,045Total Switzerland 484 276,614 3,319 99,581

Key cities (without conurbations)Basle 21 13,540 162 4,874Berne 32 22,448 269 8,081Biel 21 10,775 129 3,879Geneva 38 27,540 330 9,914Lausanne 26 23,081 276 8,309Lucerne 21 18,760 225 6,753St. Gallen 31 18,843 226 6,783Zurich 60 43,548 522 15,677

FilmFocus / IndividualFocusContacts FilmFocus 30" 2 IndividualFocus 30" 3

from 100,000 58,507 52,018from 250,000 139,408 128,440from 500,000 275,976 265,222

CineFix¦CF / CineSound¦CS / CineMotionEasy¦CME / CineMotion¦CM CF CS/CME CM Costs/4 weeks 7" no tone 10" 4 15" with t. Swiss-German part 65,052 92,932 139,492Swiss-French part 30,659 43,798 66,085Swiss-Italian part 3,129 4,470 6,706Total Switzerland 98,841 141,201 212,282Rates 2016 in CHF gross, excl. VAT. 1 CPT GeoFocus: 12.00/sec; 2 CPT FilmFocus: 17.90/sec; 3 CPT Individual Focus: 17.00/sec; 4 no animated with ton or animated no ton.

Souce: WerbeWeischer Schweiz GmbH, www.werbeweischer.ch.

AdScreens in public transports Screens Vehicles Gr. r/day Rate 10” Rate 10” Traffic network − public transport 1000 p/day p/weekTotal Switzerland 3,242 2,228 1,133 9,280 52,642Berne 400 314 161 1,700 10,755Basle/Mittelland 938 557 286 3,510 22,131Eastern part 706 505 291 2,770 17,478Central part 303 219 75 920 5,796 Grisons 334 305 80 740 4,698Valais 136 123 43 470 2,997French part 613 329 241 3,040 19,161 Ticino 60 60 24 260 1,683Rates 2016 in CHF, excl. VAT. Sources: Transport Services declaration; passengertv.ch.

RADIO 25

Station Region Time slot Net reach 1 Canton Ø-Price per sec. (mo–fr) in the linguistic area prime time 2 normal % 1000

German part of Switzerland (universe 4,830,000)Argovia AG 33.89 32.08 4,3 207Basilisk BL/BS 24.11 23.04 2,5 118BeO BE Oberland 17.67 16.15 1,6 75Bern 1 BE 20.33 20.15 2,1 103Canal 3 (de) BE Seeland 9.72 9.40 0,7 31 Central Zentralschweiz 24.78 23.92 4,3 208Energy Basel BS/BL 20.67 20.00 2,3 109Energy Bern BE 24.78 23.54 2,3 110Energy Zürich ZH 36.78 34.62 5,5 266FM 1 SG/AI/AR/TG 30.40 29.67 4,8 233Freiburg (de) FR 8.74 8.67 0,9 43Munot SH 9.07 8.71 0,7 33Neo 1 BE/LU 6.92 6.63 0,9 42Pilatus LU/ZG/NW/OW 33.06 31.58 4,3 205Planet 105 ZH 13.72 12.50 1,5 71Radio 1 ZH/GL/SH 21.78 21.38 2,4 118Radio 24 ZH/GL/SH 39.67 37.77 5,7 274Radio 32 SO 23.89 23.38 2,7 131Radio Südostschweiz GR 20.83 20.50 1,9 90Radio Top ZH/SG/TG/SH 27.33 26.77 3,2 156Rottu VS 10.01 9.73 0,8 37Sunshine ZG/SZ/LU 17.78 16.85 2,3 111Zürisee ZH/GL/SH 27.00 25.62 4,3 207

French part of Switzerland (universe 1,608,000)Canal 3 (fr) BE Seeland 6.03 5.99 0,3 4Chablais VS 12.96 12.61 3,1 50Fribourg (fr) FR 18.87 17.99 4,2 68Lausanne FM VD/GE 26.94 25.81 7,3 117One FM GE/VD 24.67 22.77 6,2 100RFJ – Fréquence Jura JU/NE 11.83 11.32 JPA–BNJ PoolRhône FM VS 16.09 15.74 3,8 61RJB – Jura Bernois JU 7.75 7.59 JPA–BNJ PoolRouge FM VD/GE 27.00 25.46 7,0 112RTN NE 18.26 17.43 JPA–BNJ PoolYes FM GE/VD 13.11 12.62 4,0 65

Italian part of Switzerland (universe 304,000)Fiume Ticino TI 6.20 6.20 11,4 35Radio 3i TI 8.20 8.20 18,4 56

PoolsJPA–BNJ Pool (RFJ¦RJB¦RTN) JU/NE 32.17 30.89 7,5 121

Rates 2016 in CHF, excl. VAT; 1 Mediapulse Radio panel, first 6 month 2015, mon–sun, 24 h, p. (15+). 2 Primetime: Ø 06:00–08:59 ¦ 11:00–13.59 ¦ 16:00–18.59.

Sources: www.mediaprogmbh.ch, www.mpgruppe.ch.

OUT-OF-HOME – POSTERS 26

APG|SGANet City F127 days15 most important Cities

Net Citystar F200L7 days15 most important Cities

Panels Reach % Contact Rate Panels Reach % Contact Rate CC 3 1 sum gross CC 4 2 sum grossGeneva 60 70 2,089,200 23,150 69 80 3,775,800 38,500Lausanne 36 72 1,076,300 13,950 50 81 2,513,000 27,150Neuenburg 17 68 444,600 4,700 19 74 684,400 6,900Freiburg/Fribourg 18 63 343,900 5,200 22 76 814,800 9,050Sitten/Sion 14 63 234,900 3,450 20 59 250,400 5,150Lucerne 31 72 968,800 10,900 44 85 2,178,100 20,550Zoug 17 64 311,200 5,150 20 69 450,500 7,100St. Gallen 27 75 783,600 9,700 28 72 1,029,100 12,800Chur 14 81 266,500 3,550 16 85 480,200 5,450Basle 59 67 1,395,300 20,300 80 83 3,283,700 40,300Berne 40 65 1,140,100 14,750 51 74 1,918,800 27,950Schaffhausen 16 68 395,300 4,300 16 67 532,500 5,850Winterthur 33 63 553,800 10,350 35 75 992,800 15,200Zurich 102 60 2,517,700 38,550 120 77 4,930,500 63,550Lugano 17 80 522,200 4,900 19 88 979,100 8,150Rates 2016 in CHF, excl. VAT; Target area: major urban areas; persons (15+); Rates based on SPR+ performance values; All nets F12, F200 and F200L (backlit posters) APG|SGA can be booked 7, 14 or 21 days; 1 Contact class 3: min. 3 weighted campaign contacts per week in the target area; 2 Contact class 4: min. 4 weighted campaign contacts per week in the target area.

Source: APG|SGA Partner- & Product Management, www.apgsga.ch

Clear Channel F12 7 days 14 days F200 7 days 14 daysZurich 120 49,715 80,733 60 21,420 35,596Basle,3 20 7,720 12,374 20 7,458 12,249Berne,3 25 10,557 17,253 20 7,693 12,740Geneva and urban area,3 40 17,399 28,588 – – –Lausanne and urban area,3 40 17,477 28,722 30 11,867 19,633Lucerne and urban area 30 13,627 22,586 20 8,246 13,814Winterthur 30 12,255 19,905 20 7,530 12,417St. Gallen 24 9,123 14,569 20 7,043 11,445Ticino 40 16,195 26,253 – – –Rates 2016 in CHF; 3 Alcohol and tobacco adv. not allowed. Source: Clear Channel Schweiz AG, www.clearchannel.ch.

SBB RailPoster Contact Rate Rate Rail network No. RP 4 sum 5 14 days 28 daysSBB long distance services (IC/ICN/IR) 600 24,775 55,707 95,241S-Bahn Zurich 400 29,424 37,138 63,494S-Bahn Basle 75 8,077 6,963 11,905S-Bahn Eastern part 75 9,689 6,963 11,905S-Bahn Zug/Lucerne 90 7,217 8,356 14,286S-Bahn Grisons 75 2,485 6,963 11,905S-Bahn Vaud 50 5,991 4,642 7,937S-Bahn Geneva 45 3,102 4,178 7,143S-Bahn Ticino 75 3,089 6,963 11,905Rates 2016 in CHF, excl. VAT. 4 RailPoster 65x31 cm, by 50% occupancy; 5 Cs in mio./month for 3 contacts per journey and 50% occupancy; based on the SBB RailPoster use study 2014. Source: www.sbb.ch/en/railposter.

DIRECT ADVERTISING 27

Unadressed direct mail advertising CH de-CH fr-CH it-CH Rate per Rate H/holds % % % 1000 1 total 1

Private locations– A-locations (city) 503,891 57,1 39,9 2,9 88.00 44,342– B-locations (conurbation) 1,144,872 71,6 22,1 6,3 98.00 112,197– C-locations (rural) 18,742 97,5 2,5 – 118.00 2,212Post-locations Standard p. (rural) 338,055 65,1 29,2 5,8 Ø 156.22 52,811Total Switzerland 2,005,560 67,1 27,6 5,3 Ø 105.21 211,562Rates 2015 in CHF, excl. VAT; 1 Printed matter 1 to 25g and up to formats 250 × 353 × 20 mm.Source: DMC, www.dm-company.ch.

PromoPostUnaddressed direct advertising delivery by the Swiss Post. PromoPost Standard / Standard plus: delivery nationwide 5 times a week together with addressed mail. PromoPost Selective: delivery to let-terboxes and P.O. boxes, business customers, single-/multi-family homes, farms. PromoPost Saturday Delivery.

List prices Standard/Standard Plus A-location B-location C-locationWeight 1–25 g 127.50 137.50 157.50Up to every further 25 g 20.– 20.– 20.–Rates 2016 in CHF, excl. VAT; Specifications per 1000 items (up to format B4, 20 mm thick and 500 g weight). Source: Die Schweizerische Post, PostMail, www.swisspost.ch/promopost.

Addressed direct mail advertising

Company addressesTarget group addresses CHF 850.–/p.m. (company name, post. address, trade code)Company profiles CHF 1860.–/p.m. (Target gr. address + named contact, job titles, company size, etc.)

Number of addresses CH de-CH fr-CH it-CHDrugstores and pharmacies 1,999 1,130 702 167 Wholesalers 93,426 63,385 20,380 9,661Crafts 122,176 91,740 24,687 5,749Manufacturing companies 67,808 54,912 10,269 2,627Hotels and restaurants 46,744 30,589 12,854 3,301Doctors 44,001 34,189 8,519 1,293Graphic designers, graphic design studios 4,840 3,371 1,208 261

Company addresses with decision-makersCEO / Owner and manager 500,522 354,738 116,021 29,763Purchase manager 82,113 62,672 16,374 3,067Financial manager 150,422 115,921 28,335 6,166Marketing director/advertising director 145,857 112,620 27,269 5,968 Sales director 138,314 106,501 26,025 5,788Women managers 217,763 158,136 47,896 11,731

Private addresses (from CHF 150.– to 400.–)Women (adult) 2,697,574 2,016,780 592,415 88,379Men (adult) 2,642,110 1,998,704 559,150 84,256E-mail adresses women 1,031,767 883,588 129,285 18,894E-mail adresses men 1,202,063 1,027,091 152,214 22,758Occupants of single-familiy houses 1,907,280 1,470,943 373,892 62,445Apartement owners 272,885 246,893 18,556 7,436Rates 2016 in CHF, excl. VAT, per 1000 addresses; for unlimited use within 12 months.Schober Information Group (Schweiz) AG, www.schober.ch or www.adressenonline.ch.

MACH Basic 2015-2 MACH Consumer 2015

Universe CH/CL 6,487,000 persons (14+)de-CH 4,668,000 72.0%fr-CH 1,525,000 23.5%it-CH 293,000 4.5%

CH/CL 6,487,000 persons (14+)de-CH 4,668,000 72.0%fr-CH 1,525,000 23.5%it-CH 293,000 4.5%

Sample selection Two-stage, structured according to phone numbers and geographically stratified random selection of phone numbers.1st stage: Random selection of households (incl. unregistered landline and mobile phone numbers).. 2nd stage: Random selection of one or more target persons per household, depending on the size of the household.

The structure of the MACH Consumer sample corresponds to that of the MACH Basic. After a first wave of the interview (MACH Basic) the interviewees will decide whether to answer a written questionnaire about consumption habits or not.One to two days after the MACH Basic telephone interviews, the survey material will be delivered.

Sample size CH/CL 19,420 interviews (weighted)de-CH 13,976fr-CH 4,565it-CH 879

CH/CL 9,279 interviews (weighted)de-CH 6,678fr-CH 2,181it-CH 420(cumulative interviews MACH-Consumer survey years 2014 and 2015).

Interviewing technique

Two-stage interview in the area’s official Swiss language (Ger, Fr, It): Phase 1: Phone-based recruitment interview; Phase 2: Main interview: phone interview with people who do not use the Internet (CATI); Internet users: random allocation to interview modes CATI or CAWI (50:50).

Written interviews following the MACH Basic interview.

For the publication of consumer data, two survey years are combined.

Questionnaire Personal characteristics– Sex, age, level of education, residence,

place of work, interest sectorsData on employment– Employment, independent or employed– Position/profession, workplaceHousehold characteristics– Size and composition of the household– Household income, people with income

The survey includes the following topics:– Activities/hobbies/education/courses– Beverage– Directories/IN-publications– Cars/mobility/travel– Fashion/clothes– Finances/insurance/health insurance– Food/cooking/nutrition– Health/body care/cosmetics– Housecleaning/homecare products– Household appliances– Housing/furnishing/do-it-yourself– Information attitudes/advertising/directories– Products for children/pets– Shopping habits– Smoking

Media About 320 newspapers, magazines, combina-tions of titles and complete editions

About 160 newspapers, magazines, combina-tions of titles and complete editions

Interview period April 14 to March 15 Socio-demographic/media: 04/14 to 03/15Consumer data: 04/13 to 04/15

Published October 2015 (next publication: April 2016)

October 2015 (next publication: October 2016)

Source/issuer WEMF AG, www.wemf.ch WEMF AG, www.wemf.ch

OFFICIAL SWISS MEDIA STUDIES 28

MA Leader 2015 MACH Radar 2015

Universe Leaders 436,000 executives de-CH: 76.3%, fr-CH: 23.7%Top-leaders 151,000 executives de-CH: 75.0%, fr-CH: 25.0%

CH 6,487,000 persons (14+)de-CH 4,668,000 72.0%fr-CH 1,525,000 23.5%it-CH 293,000 4.5%

Sample selection 1. Potential leaders are selected via an address pool which is tailored to the overall population and supplemented by randomly generated addresses.

2. Leaders: minimum annual income CHF 100,000.

3. Top leader: minimum annual income CHF 140,000, Executive superior function.

In terms of methodology, the MACH Radar study is based on the MACH Basic and MACH Consumer studies. Socio-demographic, geographical, media and consumer information is taken over from MACH Consumer and completed with the Radar psychograph from DemoSCOPE. The latter is performed as part of the MACH Basic CATI/CAWI interviews using a psychographic test.

Sample size Leaders 3,249 interviews (weighted) de-CH: 2,479, fr-CH: 770Top-leaders 1,125 interviews (weighted) de-CH: 844, fr-CH: 281

CH/CL 9,279 interviews (weighted)de-CH: 6,678, fr-CH: 2,181, it-CH: 420(cumulative interviews MACH-Consumer/MACH Radar survey years 2014 and 2015)


Two-stage interview. Screening interview: Search for people who meet the leader definition criteria (selection questions: profes-sional group, income; mailing questions: postal address, e-mail address). Main interview: Once the leader selection has successfully been made, the link for completing the online questionnaire within the specified timeframe is sent out by e-mail.

MACH Basic: phone/online interviewsMACH Consumer: written interviewsMACH Radar: psychographic test in context of the MACH Basic interview

Questionnaire – Print quantitative (extended user circle, reach) and qualitative data on the use of 25 print media titles

– Internet: Broadest audience (BA) and Narrow audience (NA), frequency of use, use of Internet/Web offers and Apps

– Function of different media– Date on operating and professional domain– Professional decision-making authority– Business investment intents– Travel activities and training– Socio-demographic characteristics– Living situation, special interests– Possession of and intention to purchase

luxury goods –Shopping attitudes– Statements of financial investments and

investment behavior

Personal characteristics– Psychographic profile– Socio-demographics (age, sex,

life phase, etc.)– Consumer data according MACH ConsumerMedia– Print media, approx. 100 newspapers,

magazines and combinations of titlesAnalysis options– precise psychological definition of target

groups– analysis of 500 brands and 20 consumer

sectors in terms of usership data

Interview period September to December 2014 Socio-demographic/media: 04/14 to 03/15Consumer data: 04/13 to 04/15Psychographics: 04/14 to 03/15

Published April 2015 (next publication: Spring 2017)

October 2015 (next publication: Autumn 2016)



Mediapulse TV panel Mediapulse Radio panel

Universe CH 7,317,000 persons (3+)de-CH 5,172,000 70.7%fr-CH 1,806,000 24.7%it-CH 339,000 4.6%

CH 6,773,000 persons (15+)de-CH 4,830,000 71.3%fr-CH 1,608,000 23.7%it-CH 304,000 4.5%CL 31,000 0.5%

Sample selection Representative selected panel-households (ran-dom/quota) equipped with a TV and computer.

Representative, random/quota.

Sample size de-CH 1,000 householdsfr-CH 600 householdsit-CH 270 householdsØ 2.2 persons per household

26,052 panellists aged 15 and above, twice a year in Switzerland and CL, during 7 days and with measuring checks (watch) = 369,380 days of measurement, twice a year.


Measurement of live and delayed TV usage (+7days) by means of a PeopleMeter installed on the television set based on the “audiomatch-ing” principle (recognition of TV channel by comparison of audio tracks in panel household with those in all the channels referenced by the evaluation centre). In addition, TV consump-tion on all fixed and mobile computers in the household (laptops, desktops) is assessed using the the VirtualMeter software.

Method of electronic measurement in 20-second intervals of estimated radio use, devices used, etc.– de-CH 650 persons– fr-CH 252 persons– it-CH 100 persons– rm-CH 16 persons– CL 10 persons…wearing a Mediawatch twice a year for 7 consecutive days.

Interview period Daily (24 hours) Daily (24 hours)

Source/issuer Mediapulse AG für Medienforschung www.mediapulse.ch

Mediapulse AG für Medienforschung www.mediapulse.ch

MA Strategy – Basic/Consumer 2015 MACH Cinema – Basic/Consumer 2015

Purpose of the study

Inter-media study Switzerland. The MA Strat-egy offers indications to the following media: Print, Cinema, TV, Radio, Out-of-home, Vide-otext, Internet (web offers), Directories, Direct mail and make the planning and optimisation of the media-mix in an easy-to-use format pos-sible. The measuring unit is the “RUS Regular usership”, namely those people who use a given medium with a given frequency.

MACH Cinema is part of the MACH research system, but is produced as a separate intra-media study for the cinema sector (two issues are published): MACH Cinema Basic with all the target group characteristics of MACH Basic as well as contact totals and weekly coverage of the cinema pools.MACH Cinema Consumer which also includes all the target group characteristics of MACH Consumer.

Sample selection All data for all media and target groups are taken from the MACH Basic and the MACH Consumer. The usage data of the participating web offers are collated under the NET-Metrix-Profile study and merged into the MA Strategy Basic data.

Linking of sales and survey data from– Number of cinema visits per person and

location in the past 6 months from the MACH basic survey

– ProCinema’s ticket sales statistics

Interview period see MACH Basic/MACH Consumer see MACH Basic/MACH ConsumerProCinema statistics (Ø 2012−2013−2014)

Publication yearly, November yearly, October



NET-Metrix-Base NET-Metrix-Audit


NET-Metrix-Base supplies basic data on the size and structure of Internet users in Swit-zerland and Liechtenstein. This study covers socio-demographic characteristics and contains information relevant to Internet use, such as Internet user groups, location and frequency of Internet use and the use of Web offers, etc.

Trend module: NET-Metrix-Base is supplement-ed with current trend data on use of mobile devices, social media and streaming offers.

The usage data (traffic) of over 200 web offer and networks are gathered, certified and published as part of the NET-Matrix-Audit, in line with international standards. The traffic includes the use of the entire web offer incl. all measured elements such as mobile sites and apps.

The NET-Metrix-Audit publication comprises the following traffic key values: unique clients (devices/browsers/apps), visits, use time and page impressions.


The results are based on some 19,000 annual phone and online interviews (CATI/CAWI) and are representative of those members of the population who are over the age of 14 and living in private households in Switzerland and Liechtenstein.

Script-based measurement (SZM tag/scalable central measurement process) which records and counts the requests on a Web offer in real time and allows an exact evaluation to be made.

Interview period continuous continuous

Publication twice a yearhttp://net-metrix.ch/produkte/net-metrix-base/publikation

monthlyhttp://netreport.net-metrix.ch/audit/

Source/issuer NET-Metrix AG NET-Metrix AG

NET-Metrix-Profile NET-Metrix-Mobile


NET-Metrix-Profile gives a detailed picture of user structures (socio-demographic and other target group information) and the most important performance data for over 100 web offers, 60 mobile offers and 15 networks. The data lend themselves to target group analyses and provide the basis for planning online advertising campaigns.

The usage data (traffic) of over 100 mobile offers and networks are gathered, certified and published as part of NET-Metrix-Mobile in the form of mobile sites and apps.

The mobile publication is an independent, not-for-profit study and comprises the following traffic key values: unique clients (devices/browsers/apps), visits and page impressions.


User details of NET-Metrix-Audit, completed by 25,000 onsite interviews each survey wave.

Script-based measurement (SZM tag/scalable central measurement process), based on the NET-Metrix-Audit study.

Interview period continuous continuous

Published twice a yearhttp://netreport.net-metrix.ch/profile/

monthlyhttp://netreport.net-metrix.ch/mobile/

Source/issuer NET-Metrix AG NET-Metrix AG


Affinity: Degree of suitability of a title to cover a target group. Ratio of the reach within the target group to the total readership of a title.

Broadest readership (BRS): .All surveyed persons who have read or glanced through at least one issue of a publication over a given time.

CATI: Computer assisted telephone interviewing.

CAWI: Computer assisted web interviewing.

Cost-per-point (CPP): Cost of reaching 1% of the target group calculated on basis of 30 sec. commercials.

CPT/TCP: Cost-per-thousand readers or thousand-contacts price based on insertion cost (insertion cost/readers × 1000).

Crossmedia: The coordination of the content and timing of campaigns involving several media.

cRR: calculatet Recent Readership

Demographic characteristics: Description of certain properties, mainly of social and economic nature, of persons, e.g. sex, age, income.

Dual readers: Print media-readers who additionally read another publication.

Evaluation: The assessment of given media plans by reach, contact costs and other criteria.

External overlapping: Overlapping within usership of two or more media.

Gross reach: The sum of all of the actual or potential contacts between individuals and a medium.

Gross rating points (GRP): A measure of advertising impact. One rating point is one percent of the audi-ence. Net reach × OTS = GRP.

Intermedia comparison: Performance comparison of different media types regarding coverage, communica-tion, technical and economic criteria.

Internal overlapping: Reader intersection of several issues of a title.

Net reach: The sum of contacts in the audience of a media that is reached at least once during a specific period of time.

Intramedia comparison: Performance comparison of the same media type regarding reach, contacts, costs, etc.

MS: Market share.

Media Selection: Selection of media, based on media analyses and supported by system evaluations.

Opportunity to see (OTS): A measure of the number of chances an average member of the target audience will have of being exposed to an advertisement in an advertising campaign.

Reach net: Percentage of target persons being reached by an advertising medium.

Projection: Reach in absolute figures. Extrapolation of the random sample study to the universe.

Ranking: Evaluation of individual media by reach, cost/performance ratio, affinity and other criteria.

Readers per copy (RpC): The entire readership of one issue of a title, divided by the print run for that title.

Readers per issue (RPI): Calculation of one issue of a title based on the frequency of the publication.

Representativity: The random sample proportionally reflects the population.

Sample: Partial sampling of the population.

Structure: Composition or segmentation of a universe by subgroups, e.g. composition of the total population by age groups.

Target group: A group of persons defined by demo-graphic, consumer and lifestyle factors.

Universe: Totality of all persons represented by the random sample of a study.

MEDIA TERMS 32

Ad impressions: Ad impressions a measurement used to count the basic advertising units delivered by a web offer. They indicate the number of times a par-ticular advertisement is shown in a specified period.

Cost-per-click (CPC): CPC is a pricing model where-by the amount paid by the advertiser depends on the number of times users click on the advertisement.

Cost-per-lead (CPL): CPL is a pricing model whereby the amount paid by the advertiser depends on the number of qualified leads, e.g. when a customer subscribes to a newsletter, requests a catalogue, etc.

Cost-per-order (CPO): CPO is a pricing model whereby the advertiser pays only if an order is placed in response to the advertisement.

CPM/TCP: CPM (cost-per-mille) stands for cost-per-thousand ad impressions, and TCP for thousand-contact price. Accounting system for banner advertising.

Expandable ad: Advertising format such as skyscrapers or medium rectangles, which expand when the user hovers the mouse over them.

Floating ad/layer ad: Advertisements that appear above the content and disappear after a certain time or when the “close” button is activated.

Frequency capping: Frequency capping restricts the number of times a specific user is shown a particular advert per unit of time (day, hour, etc.).

Landing page: Landing pages are specially designed websites that appear when the user clicks on an online advertisement.

Leaderboard: A leaderboard is a horizontal advert that is placed prominently at the top of the page on a website.

Microsites: Microsites are themed, independent websites used for advertising campaigns.

NET-Metrix: Delivers certified access data (page impressions, visits, use time, unique clients) in relation to web offers.

NET-Metrix-Audit: Measures «unique user» reach as a basis for media planning.

NET-Metrix-Base: General Internet usage in the broadest and narrowest sense. General use/at work/at home as well as individual and socio-demographic features.

NET-Metrix-Profile: This study includes characteristic features of web offer users such as socio-demographic details, interest in particular topics and Internet usage.

Page impressions: Number of requests to view a single page of an Internet site.

Preroll ad/Postroll ad: Avertising display connected before or after a video clip.

Rectangle: A rectangle is a rectangular advertising format. It attracts attention because it is included in the content area.

Run of site (ROS): Run of site means that an advertisement may appear in any section of the entire website.

Share of voice (SOV): Share of voice is a unit of measurement that expresses advertising contacts as a percentage of a defined total market.

Skyscraper: Skyscrapers are vertical advertisements. These traditional advertising spaces are usually placed on the right-hand side of the website.

Targeting: Targeting refers to an advertising strategy that aims to reach only a pre-defined target group of users.

Unique client: The number of unique clients cor-responds to the number of PCs (clients) from which a web offer is accessed.

Unique user (per day/week/month): The number of unique users is the key figure expressing the total number of individuals reached via the Internet. It indicates how many different users viewed an Internet site in a given period.

Use time: Average duration of a visit to a web offer.

Visits: Connected activity by a visitor to a web offer. A visit is considered to have ended if no activity has taken place for 30 minutes.

INTERNET/ONLINE GLOSSARY 33

35

Inhabitants/Households Inhabitants Private hh Inhab./hh Basis 2014 1000 % 1000 % Ø◾ 1 French part 2,017.4 24.5 853.8 23.9 2.36◾ 2 Alps and prealps 1,851.2 22.5 797.3 22.3 2.32◾ 3 Western plateau 1,710.2 20.8 774.8 21.7 2.21◾ 4 Eastern plateau 2,300.2 27.9 1,007.2 28.2 2.28◾ 5 Italian part 358.7 4.4 144.5 4.0 2.48Switzerland total 8,237.7 100.0 3,577.7 100.0 2.30Source: SFSO Swiss Labour Force Survey; www.azdirect.ch.

22

23

21

25

24

26

61

27 28

29

Luzern

Schwyz

JonaRapperswil

Pfäffikon-Lachen

WilSt. Gallen

RorschachHeerbrugg-Altstätten

DavosThun

Zug

32

33

34

31

Basel

Liestal

OltenZofingen

Solothurn

Bern

Burgdorf

Biel

LangenthalGrenchen

13

12

11

Lausanne

Yverdon

Le Locle

La Chaux-de-Fonds

Neuchâtel

Delémont

Genève

VeveyMontreux

16

Sion

Sierre

Martigny

Monthey

41

4344

Zürich

Aarau

Brugg

Baden

Winterthur

Pfäffikon

Wetzikon

FrauenfeldKreuzlingen

Schaffhausen

Arbon

51

Bellinzona

Lugano

Chiasso

Locarno

42

ChurStans

Rüti

Uzwil

Buchs

Mendrisio

Einsiedeln

Interlaken

Visp

Brig

Fribourg

Lenzburg

Wohlen

Romanshorn

Amriswil

14

15

Regions and Economic areas1 French part11 Geneva12 Vaud13 Neuchâtel14 Jura15 Fribourg16 Bas-Valais2 Alps and prealps21 Lucerne, OW, NW22 Berner Oberland23 Oberwallis

24 Zug25 Uri, Schwyz26 St. Gallen, AI, AR27 Glarus28 Bündner Unterland29 Bündner Oberland3 Western plateau31 Basle32 Solothurn33 Berner Seeland34 Berner Mittelland

4 Eastern plateau41 Aargau42 Schaffhausen43 Zurich44 Thurgau5 Italian part51 Ticino6 Country of Liechtenstein61 Country of Liechtenstein

MAP OF WEMF REGIONS 34

Source: WEMF AG.

• Cities Urban areas

SWISS POPULATION DATA 36

In 1000 CH % de-CH % fr-CH % it-CH %

Total 6487 4668 1525 293 Structure in % 100 72.0 23.5 4.5

SexMen 3203 49.4 2318 49.7 741 48.6 143 48.7Women 3284 50.6 2350 50.3 783 51.4 150 51.3

Age groups14 to 19 years 520 8.0 367 7.9 132 8.7 21 7.320 to 29 years 980 15.1 710 15.2 232 15.2 38 13.030 to 39 years 1045 16.1 747 16.0 254 16.7 44 15.140 to 49 years 1234 19.0 888 19.0 289 18.9 58 19.850 to 59 years 1032 15.9 754 16.1 231 15.2 46 15.860 years and older 1675 25.8 1204 25.8 386 25.3 85 29.0

EducationObligatory 1385 21.4 901 19.3 409 26.8 75 25.6Middle 3219 49.6 2435 52.2 644 42.2 139 47.5High 1883 29.0 1332 28.5 472 31.0 79 26.9

EmploymentFull time 2735 42.2 2010 43.0 613 40.2 113 38.5Part-time 1365 21.0 1028 22.0 293 19.2 44 15.0Training/apprenticeship 476 7.3 308 6.6 143 9.4 25 8.6Not working 1911 29.5 1323 28.3 476 31.2 111 38.0

Professional statusIndependent 487 7.5 347 7.4 117 7.7 23 7.9Executive (employed) 1365 21.0 1066 22.8 262 17.2 37 12.5Employed 2233 34.4 1613 34.6 523 34.3 97 33.1

Household income (monthly/gross)Up to CHF 3999.– 1076 16.6 690 14.8 311 20.4 75 25.6CHF 4000.– to 7999.– 2698 41.6 1905 40.8 654 42.9 138 47.2CHF 8000.– and more 2713 41.8 2073 44.4 559 36.7 80 27.3

Household managementH/holds management, yes 5141 79.2 3703 79.3 1205 79.1 232 79.1H/holds mangement, alone 2431 37.5 1722 36.9 602 39.5 106 36.1

Household size1 person 1229 18.9 875 18.7 297 19.5 57 19.32 persons 2080 32.1 1562 33.5 433 28.4 85 29.03 persons 1132 17.5 785 16.8 283 18.6 64 21.74 persons 1249 19.3 881 18.9 309 20.3 59 20.25 persons and more 796 12.3 565 12.1 202 13.3 29 9.8

ResidenceUrban 4767 73.5 3398 72.8 1120 73.4 249 84.9Non urban 1720 26.5 1270 27.2 405 26.6 44 15.1

Source: MACH Basic 2015-2, WEMF AG, www.wemf.ch.

With the free «WEMF Facts & Figures» app you can check out and compare print media circulation and readership fi gures for newspapers and magazines anytime, anywhere. It’s the simplest way to keep track of the Swiss print media scene.

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