TV advertising – how does it work?
Are you interested in booking a TV campaign to appear on Swiss public broadcasting channels (SRG)? That makes perfect sense since TV advertising is one of the most effective and popular tools in the advertising industry. In Switzerland, TV is the most frequently used medium. The statistics speak for themselves, with 90%1 of all Swiss households having a TV and 70.1% of the population watching SRG TV programming at least once a week2.
Do you want to make the most of this opportunity and quickly gain widespread coverage with a TV campaign? While having a strong emotional impact on your target audience and leaving a lasting impression? And increasing your brand awareness and boosting sales? You’ve come to the right place. If you’re ready to take your first step in the world of TV advertising, keep reading to find out how to make the most of this medium for your marketing objectives.
Advertising impact: TV advertising is highly effective with the power to have a positive impact on the image of your products while raising awareness and boosting sales.
Advertising recall: Adverts broadcast on TV are highly memorable and allow you to establish an emotional connection with your target audience.
Targeting: You can easily reach your intended target audience through TV advertising. By strategically selecting channels, programmes and broadcasting times, you can make sure that the right people see your advertising campaign.
Measurability: TV advertising is much more measurable than other forms of advertising. You can track user behaviour almost in real time.
Planning: With programming, advertising blocks and pricing all determined in advance, it is easy to plan the advertising environment and performance.
Audience guarantee: One other benefit that goes hand in hand with the ease of planning and measuring your TV campaign is the ability to analyse its performance on an ongoing basis and make any changes in response to that data. You will only be charged based on the audience that can actually be guaranteed.
Advertising spend: An intermedia comparison revealed that TV was one of the most popular choices in Switzerland in 2024, with 36% of advertising spend allocated to the medium.
Further information on TV Advertising in Switzerland can be found in the Media Focus Advertising Compass. (German content)
The SRG SSR channels in our portfolio are bound by their commitment to public service in Switzerland. This results in high-quality editorial content, which has a positive impact on the adverts being broadcast.
Coverage: The SRG channels reach a large proportion of the population in all regions across Switzerland and in all national languages spoken in the country. This unlocks the potential for regional campaigns in one language as well as national campaigns.
Targeting: The SRG channels reach a broad and diverse audience, covering a wide range of demographic groups. This allows you to present your products and services to your intended target audience.
Programming: SRG is known for the high quality of its programmes. Adverts that are broadcast alongside high-quality programming are received more positively, which means that the messaging has a greater impact (see the study (German content)).
Advertising allocation: SRG limits the number of minutes of advertising to ensure that the adverts that are broadcast are given the attention required. This results in a higher level of acceptance from the audience.
Swissness: SRG programmes are deeply rooted in Swiss culture and society, which provides a high degree of trust and credibility among the Swiss population.
Swissness promises better advertising perception on SRF 1
No other medium reaches such a wide audience so quickly or is able to convey advertising messages as effectively and reliably as television. The high coverage and rapid increase in viewers help brands to quickly build awareness. Are you ready to put your product in the spotlight in Switzerland alongside high-quality programming?
TV advertising prices vary greatly depending on a number of factors, such as the length of the advert, the time at which the advert is broadcast, the audience of the programme, what time of year it is and so on. What this means in practice is that every single advertising block is priced individually. One key performance indicator is the cost per thousand exposures (CPM), which reveals how much you’re paying to reach 1,000 viewers with your TV advertising. By comparing the CPM, you can work out the most cost-effective option for your campaign and maximise your budget.
You can find out more by referring to the clearly presented information under the ‘Programme structures’ tab. Here (German content) you can find the price for a 30-second advert for a specific programme on a specific day of the week. If you would like to see the price for shorter or longer adverts, you can change the number of seconds. Once you have selected the different options, you will be shown the price for the corresponding advertising block.
Any production costs required for the TV advert are in addition to the broadcasting price. These prices can vary hugely depending on how you go about making the advert. One cost-effective option is to use the format of the ‘influencer spot’ and repurpose video material from a social media campaign as TV advertising content.
Thanks to our many years of experience, the planning and execution of TV advertising is what we do best. You can download all the relevant information on technical standards and delivery of your adverts as well as the advertising guidelines of the individual channels, the audience guarantees and the general terms and conditions for our company. You can go on to book your TV campaign via our digital booking platform, which is called publiplan.
We’ll be happy to put together a TV plan tailored to your brand or product and take you through all the steps you need to execute a successful campaign. We look forward to hearing from you.
The different stages of media planning in TV are shown in this diagram, which offers a clear overview of the whole process.
You can book advertising blocks for SRG channels via publiplan. Admeira developed this booking and processing system internally and continues to update it in line with users’ needs. You can immediately see which advertising blocks are available and book your campaign on the spot. You can also take care of lots of administrative tasks right there at any time of day, which reduces the time and stress involved.
There is no charge for the delivery of TV adverts electronically via our Admeira mediaportplatform. This has to happen at least three working days before the scheduled broadcast date. We check the quality of every advert and make sure that advertising law has been complied with (more on spot delivery). Every TV commercial – even if it does not include music protected by copyright – needs to be approved by SUISA.
Our experienced team is on hand to help you plan and execute a successful TV campaign.
Admeira offers a wide range of TV advertising formats that you can use in your campaign, including traditional mid-programme advertising, monoblocks and special placement.
There are also TV and radio programme sponsorship opportunities on SRG channels alongside the traditional TV advertising options. Our colleagues on the SRG SSR sponsorship team will be happy to advise you.
How can I place adverts in TELETEXT?
TELETEXT has been providing Switzerland with news for more than 40 years. Initially only available on television, TELETEXT can now also be used on the web and on mobile devices.
The technical side of the teletext.ch website and the mobile app is managed by Admeira. Advertisements can be placed on these online platforms, but not in TELETEXT on the TV. To book your ad, please contact our colleagues at Ringier Advertising, who are responsible for the distribution of digital advertising space in TELETEXT.
Media industry jargon can be complex, so it’s easy to lose track. We’ve summarised and defined some general and TV-specific terms for you in a special glossary.
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