Television

Your TV ad: treat yourself to the most powerful medium for powerful emotions, and enter your customers’ living rooms!

Famille assise devant une télévision pour illustrer ce support publicitaire

Enjoy the power and emotion of television advertising

Television is still the most widely used medium: 90% of Swiss households own a television set; television reaches almost two-thirds of Swiss people every day. This makes TV advertising a central tool for your advertising campaign. But it’s not just penetration that makes TV advertising so effective. Stir up strong emotions by broadcasting your message on television, and leave audiences with a clearer, more lasting memory. Whether you want to position your brand for the long term, or build product awareness as quickly as possible, television sets the scene for your message in a powerful way.

Thanks to smartphones and computers, television is increasingly watched on the move. But most TV consumption still takes place at home, in front of the classic big-screen TV.

For young Swiss people in particular, television is a “social medium”, and is watched more often than average when visiting friends, acquaintances or relatives.

The classic TV set therefore remains by far the most popular TV viewing device for all age groups.

We take care of your TV campaign before, during and after the campaign. We make sure your TV spot is shown at the right time, on the right channel. Thanks to our experience in TV planning, we’re familiar with all categories and environments, from sports to news and entertainment channels. That way, we can get your advertising to where your target group is.

Take advantage of our experience and reach your target group directly at home with your TV campaign.

Without further ado, discover the other benefits of TV advertising and how our media agency can support you.

Why a TV campaign? The advantages of this powerful and credible medium

Television advertising is the most visible and recognized form of advertising. It enables advertisers to reach a wide audience and benefit from greater visibility than any other form of advertising. Television advertising is also more immersive and offers advertisers the chance to reach their customers on an emotional level, which can be very useful for communicating their message and brand. 

No other medium reaches such a wide audience so quickly, and is able to convey advertising messages as effectively and sustainably as television. High penetration and rapid accumulation of contacts enable brands to become known quickly. Because the messages are addressed to people in a familiar domestic environment, television enjoys a high level of attention and acceptance. Thanks to moving staging, the advertising message stays with you for a long time.

TV offers advertisers decisive advantages. Here are just a few examples: 

What are the main facts about television in Switzerland?

TV penetration remains stable overall, across all age groups.

TV reaches by far the largest number of people, and its audience figures have remained stable in recent years.

TV audiences are high across all age groups, with viewing times also consistently high.

TV spots get a lot of attention – advertising gets a lot more attention on TV than on social media !

The brand is perceived first and foremost on TV – 65% of 15-59 year-olds are aware of brands through TV.

The message gets maximum attention on TV – screen size influences attention !

TV is the most credible moving-image advertising channel – Switzerland trusts TV more than social media !

TV advertising is considered much more credible than advertising on YouTube, Instagram, Facebook or tik tok.

This high level of credibility is due to :

– Strong confidence in TV

– High reputation of TV channels

– High-quality content

– High level of data protection security

TV activates sales more strongly than POS (point of sale) and generates much higher sales reactivations.

Television leads to better brand understanding and image.

TV generates the best advertising recall (what actively marks a brand?) even among young people (18-34).

TV generates the strongest advertising recall, and TV advertising is the best rated (likeability).

Choosing the right advertising format: a key to success on TV

The choice of format will depend on a number of factors, such as campaign objectives, budget and target audience. 

The classic TV spot provides a solid foundation for your campaign. It generates high penetration thanks to audiovisual messages, arouses emotions and contributes considerably to selling your products. 

Other forms of TV advertising

TV spot

Splitbreak

Placement at the head or end of the advertising block

Basic spot and reminder

Single spotlight

Single Split

Program Split

Pre Split

Post Split

Exclusive Topic Break

Billboard Sponsoring

Trailer Sponsoring

Online Sponsoring

Logomorphing

Station-Tipp

Individualized split frame 

Cut-In

Competition

Sales issue

Promostory / TV Advertorial

With the Start Ad, Pause Ad and Fast Forward Ad, you benefit from exclusive, high-quality ad placement on time-shifted TV.

We can advise you on the most appropriate format for your TV campaign.

Frequently asked questions to our media agency about TV advertising

Find out the answers to the most frequently asked questions about big-screen advertising below.

Why choose TV advertising for your company?

Even in the age of the Internet, television remains a mass medium with no real competition. No other medium can bring together an audience of several million people simultaneously. To get a message across throughout Switzerland and reach a wide target audience, television remains an essential medium.

Television advertising enhances brand image

Television advertising can enhance a company’s brand image like no other medium. Television advertising campaigns enjoy a prestigious image. In the public’s unconscious, if a brand manages to send an advertising message to millions of people, it already enjoys a leading position in its market. A single advertising spot (link) can boost a company’s brand image.

Television is a medium in full technological evolution

Contrary to popular belief, TV is an excellent communications medium because it offers advertisers great flexibility. With the Internet, television is now multi-screen, and can be watched on a TV set as well as on a tablet or smartphone. And segmented advertising will further increase the flexibility of television. Connected TV will soon make it possible to offer advertising targeted to a specific audience. Digital marketing has already studied the power of targeted advertising. TV advertising (link) should therefore become even more interesting.

A television advertising campaign quickly achieves its objectives

To promote a product or service, TV is still the best medium. Television allows rapid dissemination throughout Switzerland and attracts more attention than other media. After the first broadcast of a TV ad (link), traffic to the brand’s website increases significantly. From the very first wave of a TV advertising campaign, sales increase. TV commercials therefore enable brands to quickly achieve ambitious marketing objectives. The profitability of these campaigns is fast and almost guaranteed. That’s why television remains an excellent advertising medium.

How do I set up my TV advertising campaign?

Setting up a TV advertising campaign can be broken down into several stages, including media planning, communication strategy, contacting the advertising agency, buying advertising space and analyzing the results. Our media agency can support you at every stage to ensure the success of your campaign.

Is TV advertising right for my company and my budget?

Television advertising can be adapted to suit almost any budget and any type of business. However, advertisers need to take the time to understand their advertising objectives, their target consumers and their means of measuring the success of their campaigns before committing to a TV advertising campaign. With this information in hand, advertisers can determine the type of campaign that will be most effective in meeting their advertising objectives and budget.

Can TV boost brand awareness?

Television is the ideal medium for building brand awareness effectively and efficiently, reaching a large audience in a short space of time. TV can be used to broadcast brand ads, product announcements, customer testimonials, product presentations, demonstrations, events and more.

TV offers considerable reach, as it is able to reach a large audience in different locations at the same time. TV commercials can be broadcast on popular TV channels that attract a wide and varied audience, offering maximum exposure for the brand. TV also makes it possible to reach a more targeted audience, with planning in line with the intended target audience.

What’s more, TV can also help reinforce brand image, especially if TV advertising is creative, informative and engaging. TV commercials can use narrative and visual techniques to create memorable stories and engaging characters that stay in viewers’ minds.

Brands need to plan and execute their TV advertising campaign strategically to reach their target audience effectively.

In summary, TV can be an extremely effective way of building brand awareness by reaching a large audience in a short space of time, but it’s important to plan and execute the campaign strategically to maximize ROI.

How to run a successful TV advertising campaign?

For a successful TV advertising campaign, it’s important to clearly define your brand’s objectives, target your audience and design an impactful message. 

The choice of communication channels and media is an integral part of an effective and impactful media strategy.

Entrust your commercials to a specialized agency. Contact MEDIAGENIC and let’s design your TV advertising campaign together.

How can you measure the performance of your TV campaigns?

A technical measure has been taken to increase television use. Audiomatching lets you know which channels are being watched.

The measurement is technically carried out using audiomatching. The measuring device transmits the sound from the TV set to a computer center, where it is compared with the reference tracks of all the channels analyzed. A concordance is used to attribute use to a chain. 

As a result, only strings that are explicitly referenced can be allocated. To find out who else is using the TV, panellists have to log in using a remote control. This makes it possible to associate usage data with socio-demographic data, an extremely important piece of information for program planning and advertising.

The strings to be referenced must be explicitly defined. Several selection criteria apply to this determination: Swiss public channels, private channels holding a concession.

Digital also enables you to refine the performance measurement of your TV campaigns. We no longer limit ourselves to GRP or audience figures.

There are now many tools available to help you get a precise return on your investment. This enables us to precisely quantify the effectiveness of your TV campaigns.

What’s more, we can also measure their impact in real time on your website in terms of conversions, traffic, sales, etc. 

This is essential for fine-tuning your campaigns and optimizing your investment!

How do you reach viewers during replay viewing?

With the possibility of watching shows on replay, the question arises : how do you advertise during the  replay?

At the end of 2022, Replay Ad was introduced to reach viewers who watch TV on a delayed basis. Currently 3 formats are available : Start Ad, Pause Ad or Fast Forward Ad.

Start Ad

5-7 second commercial at the start of a replay session with a countdown timer. This format is ” non-skippable “.

Ad break

Static advertising image when a delayed program is paused.

An advertisement is displayed statically on the TV screen for the duration of the break.

Distribution is possible according to REMP economic zones.

Fast Forward Ad

Commercials when fast-forwarding through the commercial screen of a time-shifted TV program by pressing the skip or fast-forward button on the remote control.

This format is ” non-skippable “.

What are the advantages of a Replay Ad campaign?

A wider audience: a new target group and additional TV reach with time-shifted TV
Distinctive, high-quality advertising placement: your message gets all the attention
A user-friendly form of advertising: short advertising screens with precise targeting
100% ” Brand Safety “: broadcast in a known TV program environment
A relevant and innovative complement to your linear TV campaign
The content of Replay Ads is subject to Swiss advertising law.

Does TV advertising have a future?

Television advertising still has a promising future. Televisions are still the most popular medium, and as technology advances, new products and services appear and new ways of delivering television advertising are developed. What’s more, TV advertising has the potential to reach a wide audience and touch consumers on an emotional level, making it a very powerful way of communicating advertisers’ message and brand.

What's the difference between TV and print advertising?

Television advertising and press advertising are two different forms of advertising. Television advertising is broadcast on media such as television, radio and print advertising, and enables advertisers to reach a wide audience. 

Press advertising appears in print publications such as newspapers and magazines, and enables advertisers to target specific consumers. 

Television advertising is generally more visible and well-known than press advertising, but press advertising enables advertisers to target specific consumers and reach consumers who would otherwise be difficult to reach.

How much does a TV advertising campaign cost?

The cost of a TV advertising campaign can vary considerably depending on the type of campaign, the length of the spot, the broadcast window and the target audience. You also need to consider the production of the spot, which can be monetized through the use of the video on online video platforms.

Contact our media agency for a personalized quote.