60 years of TV advertising in Switzerland: A diamond jubilee
Welcome to the celebration of six decades of television advertising in Switzerland! Since the first commercial break was broadcast on 1 February 1965 at 7:25 p.m. on the DRS, TSR and TSI channels, TV advertising has seen impressive progress. This decade was shaped not only by the beginnings of television advertising in Switzerland, but also by world-shattering events that had a lasting influence on culture and the media.
The very first commercial break included ads from brands such as Coop Kaffee, Opel Kadett, Via-Radion, Maggi, Lindt & Sprüngli, Pepsi Cola, Ovomaltine and Union Bank of Switzerland. Despite the limited airtime of just 12 minutes per day, which was unavailable on Sundays and public holidays, and the cost of CHF 3600 for 30 seconds, the demand for advertising space was huge.
Watch now:
The first ad break in Swiss TV history
Immerse yourself in the beginnings of television advertising in Switzerland and discover how it all began.
Cultural icons of the 1960s:
Discover exclusive clips of The Beatles, whose music conquered the world, and relive the moon landing – an event that united and inspired humankind.
See the moon landing from the archive See the Beatles from the Archive
The 1970s – a decade of glam rock, flares and burgeoning environmental awareness. As ABBA stormed the charts and the Ford Capri conquered the streets, the world of advertising also changed. Television became more colourful, the messages more effective and the first major international advertising campaigns were broadcast on Swiss TV screens. In the midst of this transformation, women in Switzerland finally gained the right to vote – a historic milestone that soon reverberated in advertising.
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Colour television – the revolution in the living room
Travel back to the beginnings of the bright world of colour television and watch one of the very first colour adverts from Philips to shine (almost) entirely in colour! …Well, the advert is actually still mostly in black and white, but features some colourful accents – the 1970s were also a time of experimentation!
The fight for women’s suffrage
A moving moment in the history of equal rights: With the 1971 referendum, Swiss women were finally granted the right to vote. Find out what (male) celebrity voices from back then had to say in the archive article:
In the 1980s, the world of brands really picked up speed. Memorable logos and slogans became fixtures in the advertising world, with many of them still enjoying cult status to this day. A new era also dawned in Switzerland. With the introduction of cable TV, the range of TV services became much more diverse – more programmes, more options, more advertising impact. In 1984, Teletext was also launched in Switzerland – a new information medium on the TV screen that provided news, weather and programme overviews at the touch of a button.
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Ads achieve cult status
The 1980s were an era in which TV advertising became an art form. The ads were not only brighter and louder, but also more confident and creative – reflecting a dynamic period. They shaped the collective memory of an entire generation, and many of the adverts from that time are still unforgettable today. A good example of this is Coca Cola:
Technological and social revolution
Internationally, major events shaped the decade. The fall of the Berlin Wall marked the end of the Cold War and technological change began – the first home computers, mobile phones and game consoles heralded the digital dawn.
The 1990s significantly changed media, marketing, and society. Alongside cultural trends like Tamagotchis and the rise of cinema and portable music, private broadcasters emerged, and the internet revolutionized advertising. Brands grew, advertising channels diversified, and video games became new communication platforms. The digital age began with the advent of the World Wide Web.
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Advertisements showing the liberalisation of the telecoms market
The liberalisation of the Swiss telecommunications market from the mid-1990s, with the entry of private providers like Sunrise and Orange, and the privatisation of PTT into Swisscom in 1998, intensified competition. Advertisements at the time highlighted improved rates and modern technologies, fundamentally altering consumer communication.
Digital transformation and global political changes
The 1990s saw major global events like the fall of the Berlin Wall, the Iraq War, and the collapse of the Soviet Union, alongside the rise of the digital age with the introduction of the World Wide Web, home computers, mobile phones, and game consoles.
The 2000s marked a digital shift from analog, bringing mobile tech and internet to daily life. This decade saw the rise of digital natives, leading to data-driven, interactive marketing. Campaigns moved to screens, websites became essential, and early social media platforms like Facebook transformed communication.
Watch now:
colour like no other – with Sony Bravia
The Sony Bravia commercial, featuring thousands of colorful rubber balls bouncing through San Francisco, was an unforgettable global phenomenon. It set new standards in advertising with its aesthetics, storytelling, and sound design, poetically representing color brilliance.
Web 2.0, crises and communities
The 2000s, a decade of contrasts, saw global crises like 9/11 and the 2008 financial crisis alongside the rise of digital spaces. Blogs, forums, and social networks fostered interactive communication, ushering in the ‘hands-on internet’. Viral clips and user-generated content transformed the world wide web, while the 2007 iPhone launch made mobile communication the new standard.
The 2010s saw permanent networking emerge with Netflix, Spotify, WhatsApp, and Instagram changing media consumption and communication. Smartphones became constant companions, fostering an ‘always on’ culture. Advertising adapted with data-driven campaigns, content ecosystems, and influencer marketing. TV remained dominant, supplemented by second screens, interactive formats, and social media 2.0. Brands shifted from individual ads to multi-platform storytelling, from viral clips to personalized video ads.
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Perfect coffee – with JURA and Roger Federer
The 2010s saw Roger Federer become a global advertising icon, embodying Swiss quality and precision for brands like JURA. His genuine enjoyment of coffee transformed into a lifestyle statement, demonstrating how a strong personality can give a brand international appeal.
Mobile first, communities and attitude
The 2010s saw social media 2.0 thrive with Facebook, Instagram, Snapchat, and TikTok. Global events like Brexit, climate debates, and Donald Trump's election, alongside Switzerland's Gotthard Base Tunnel opening, marked the decade. Roger Federer's 2017 Australian Open win cemented his iconic status, showcasing Swissness globally.
Looking to the future: Expert talk with Tobias Zehnder and Frank Zelger
To conclude our anniversary year, ‘60 years of TV advertising in Switzerland’, we venture a look into the future. Our CEO Frank Zelger talks to Tobias Zehnder, co-founder and managing director of Webrepublic, about the ROI of TV advertising, the 50+ target group, the innovation potential of replay ads and AI, and TV in the media mix of the future.
Celebrate with us
Take part in our special events that will happen throughout the year to celebrate our diamond jubilee. Take the opportunity to network with professionals and gain new perspectives and inspiration for your own campaigns. More details to follow!
We cordially invite you to join us in celebrating 60 years of innovation and creativity in TV advertising. Stay tuned for more updates and surprising insights that we’ll share throughout the year!
60 years of TV advertising – special offer for you!
Switzerland is celebrating 60 years of TV advertising in 2025. We want to celebrate with you! Not only do we provide you with maximum Swissness and coverage on our channels, we also have an unbeatable anniversary offer for you as an advertiser on SRG channels. For every Mono SRG TV campaign in the 2025 broadcast period, we’re giving you up to 60% free space on top!
Contact us today to get this anniversary discount!*
*Valid from 1 January to 31 December 2025
Certain events and large-scale events are excluded from free space work. The following settings are excluded: FIFA World Cup qualification, UEFA Nations League, UEFA Women’s EURO, ESAF 2025, Happy Day, other settings subject to availability. Admeira’s terms and conditions of the offer apply: The free space is granted as a % of the net-net TV advertising investment on SRG channels and must be taken on top of paid campaigns. The free space amount per channel cannot be transferred to other channels or used purely as a free campaign. 30% of the free space must be taken in the months of September to December in the post- and daytime hours (11:00 pm to 4:59 pm). The free space is only valid in the 2025 booking year and for conventional TV commercials during regular ad breaks. Any remaining credit is non-transferable and will expire.
More information and answers directly from:
