One big stage. Four powerful perspectives.

In Switzerland, almost 4.4 million people still watch traditional TV programming every day. Average viewing time remains stable at 170 minutes per day. TV continues to be the mass medium with the highest stable daily reach.

Since the new Replay advertising model was widely introduced, advertising has been delivered specifically when playback starts, during pauses or while fast-forwarding. Avoiding advertising has become technically more difficult and commercially measurable for broadcasters.

Thanks to maximum reach and trust, television generates the strongest sales activation. Viewed in terms of CPO, TV often outperforms purely digital campaigns and remains the most profitable investment.

With its hybrid model, Switzerland has one of the most modern and precise measurement systems in the world. It combines panel data reflecting human behaviour with big data from technical set-top box signals.

While YouTube is often watched distractedly on a small smartphone screen, TV provides a multisensory big-screen experience. When it comes to credibility and brand safety, television remains the clear number one for Swiss experts.

Combined with on-screen QR codes or second-screen use, TV advertising can trigger impulse purchases or immediate app downloads.

While social media ads are scrolled past in milliseconds, even a small TV screen commands more attention. A Screenforce study confirms that advertising recall for TV offerings reaches around 61%.

Thanks to modern AI tools and high-quality smartphone productions, simpler commercials can also work very well in the TV environment, provided the message and targeting are right.

While people in Switzerland watch television for more than 100 minutes a day, YouTube reaches only 21 minutes. TV is also clearly ahead of all streaming services in reach, at 54%. Television is therefore not merely a background medium, but the centre of media consumption in Switzerland.

Young people in particular perceive TV advertising more intensely than advertising on social platforms. Why? Because the picture is bigger, the sound is better and attention is stronger in relaxed lean-back mode.