MARKETOVERVIEW

 
Switzerland

General Information

Demographics
Land area
41 300
   km2
Total population
7 785 806
Households
3 436 000
    
 
Economics
GDP
395 731
  
Millions of EUR
GDP per capita
50 827
 
EUR
PPS
2 714 196
  
Millions of PPS
PPS per capita
34 861
 
PPS
GDP/PPS
14.6%
Inflation rate 2008
2.30%
Inflation rate 2009
-0.70%
Inflation rate 2010
0.60%
Inflation rate 2011 (forecast)
0.70%
Currency
Swiss franc
  
CHF
Exchange rate 2010 EUR/CHF
1.380
  
€
Exchange rate 2009 EUR/CHF
1.510
  
€
Rate 2010/2009
-8.6%
Equipment/household

General

% of HH

Cars
n.a.
TV
93.40%
Terrestrial TV
3.00%
Cabled Households
75.60%
Satellite Households
13.50%
PC with Internet at home
83.50%
   

Radio

% of HH

Any type
n.a.
Alarm clock
n.a.
Car set
n.a.
mp3 player/iPod
n.a.
Mobile phone
n.a.

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
68
No. of stations/networks that sell advertising
48
No. of sales houses (excluding direct sales)
3
No. of sales houses that collect 80% of the radio adspend
3
Total number of spots broadcast
408 388
Average spot length (in seconds)
18.9 sec.
Daily Average Listening Time
Reference Popluation
6 519 000 (15+)
% Daily Coverage
88.50%
Individual Listening Time
01:53:00
Listener Listening Time
02:07:00

Radio Advertising
Gross radio adspend (Million Euros)
122.78
Radio adspend in % of GDP
0.03%
Radio adspend in % of PPS
0.00%
Radio adspend per capita (Euros)
15.77€
Total number of advertisers
20 651
Total number of radio advertisers
1 656
Number of national radio advertisers
70%
Number of locall radio advertisers
30%
Daily Average Listener Listening Time Per Location
 

Time

No. of People

At home
data not available
In the car
At work
Other (out of home)

 

Listening Curve 2010


Source: radiocontrol

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Advertising Expenditures

Gross Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Gross

Net

Gross

Net

Gross

Net

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV
excl.
excl.
excl.
excl.
excl.
excl.
Public TV
322.8
12.3%
217.4
9.1%
319.6
12.1%
223.1
10.7%
401.4
12.7%
258.7
10.7%
Private TV
388.1
14.8%
138.6
5.8%
461.0
17.4%
152.5
7.3%
563.6
17.8%
187.0
7.7%
Total TV
710.9
27.1%
356.0
14.9%
780.6
29.5%
375.6
18.0%
965.0
30.5%
445.7
18.4%
 
Sponsorship Radio
excl.
excl.
excl.
excl.
excl.
excl.
Public Radio
0.0
0.0%
0.0
0.0%
0.0
0.0%
0.0
0.0%
0.0
0.0%
0.0
0.0%
Private Radio
97.2
3.7%
64.3
2.7%
111.0
4.2%
85.1
4.1%
122.8
3.9%
71.0
2.9%
Total radio
97.2
3.7%
64.3
2.7%
111.0
4.2%
85.1
4.1%
122.8
3.9%
71.0
2.9%
 
Cinema
29.5
1.1%
18.9
0.8%
20.4
0.8%
16.4
0.8%
24.2
0.8%
20.3
0.8%
 
Newspapers
893.1
34.0%
1 056.1
44.2%
852.6
32.2%
842.8
40.5%
980.2
31.0%
971.7
40.0%
Magazines
247.3
9.4%
194.1
8.1%
205.6
7.8%
151.2
7.3%
244.3
7.7%
187.0
12.9%
Other periodicals
304.9
11.6%
265.9
11.1%
308.3
11.6%
231.3
11.1%
381.7
12.1%
290.6
12.0%
Total Press
1 445.3
55.0%
1 516.1
63.4%
1 366.4
51.6%
1 225.3
58.9%
1 606.2
50.7%
1 449.3
59.7%
 
Outdoor/Transport
288.8
11.0%
434.2
18.2%
292.0
11.0%
379.3
18.2%
333.0
10.5%
440.6
18.2%
 
Internet
54.1
2.1%
n/a
0.0%
78.5
3.0%
n/a
0.0%
115.6
3.7%
n/a
0.0%
 
Total
2 625.8
100.0%
2 389.4
100.0%
2 648.9
100.0%
2 081.7
100.0%
3 166.8
100.0%
2 426.8
100.0%

Share of Media Expenditure - Gross 2010

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Market Structure

Market Structure: Players

Radio Adspend (Gross) 2010
     
Sponsorship
 Excluded

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

Radio 24
Belcom
 4.8% 18 937 097 15.42%
Radio Argovia
Station itself
 3.6% 14 609 675 11.90%
Radio Energy Zürich
Goldbach Media
4.3% 10 916 175 8.89%
Radio Zürisee
Zürisee Werbe AG
3.6% 9 529 602 7.76%
Radio Basilisk
Medag
 2.1% 8 967 133 7.30%
Radio 32
Station itself
 2.6% 9 448 228 7.70%
Radio Top
Station itself
 2.7% 6 452 649 5.26%
Radio Pilatus
Station itself
 3.1% 5 667 615 4.62%
Radio BE1
Station itself
 1.6% 7 314 740 5.96%
Radio 1
Station itself
 1.9% 5 819 427 4.74%

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute
IHA-GfM
Universe
15+
People represented
6 439 000
In percentage of the total market population
82%
Methodology
Watches (radio control)
Sample
1 026
Reference measurement unit (audience base)
1 hour
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Sponsorship only (public)
Max amount of advertising time per day
15%
Max amount of advertising time per hour
20%
Min interval between two advertising breaks
None
Max number of spots per break
None

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Price of Advertising

Peak Times

Goldbach Media
Peak times 07:00-08:00
Percentage of inventory booked during those times about 60%
 
Rate Cards

Goldbach Media
Publication frequency 1 a year
Publication times January
Rate card base - standard “time unit” 20 seconds

Reference Cost per Thousand Per Media

Media

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio
12.70 €
100
30''
Source: Mediaoptimizer. German speaking part Switzerland. Gross exkl. 15% consultation commission (granted to all TV advertisers)
TV
22.40 €
176
30''
MediaTrendJournal MediaTableau
Cinema
386.60 €
1726
30"
MediaTrendJournal MediaTableau
Internet
26.09 €
205
1000 adviews
publimedia estimate
Dailies
42.60 €
335
1 A4/30 x 20 cm. B&W
MediaTrendJournal MediaTableau
Magazines
22.53 €
177
1/1. 4c
MediaTrendJournal MediaTableau

Monthly Radio Adspend
 

Monthly breakdown of the total radio adspend in %

Month

Goldbach Media
January
118%
February
84%
March
92%
April
78%
May
105%
June
104%
July
55%
August
49%
September
127%
October
83%
November
123%
December
182%

Seasonality

Month

Goldbach Media

Seasonal variations as % of average annual rate

January
No seasonal variation
February
March
April
May
June
July
August
September
October
November
December
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

Goldbach Media

Price Index 30" = 100

Less than 5 sec The price model is linear
05 sec
10 sec
15 sec
20 sec
25 sec
30 sec
35 sec
40 sec
45 sec
50 sec
55 sec
60 sec
More than 60 sec
Other
NOTE

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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