The engaging power of television

TV isengaging

Only television creates the stage for genuine attention.

Genuine contacts

Genuine contacts instead of fleeting clicks

While social media ads are swiped away in a fraction of a second, the big TV screen creates an exclusive viewing situation with maximum focus.

Maximum attention

Pre-rolls achieve only 60% and in-feed videos barely 17% of TV's attention level.

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Upward trend: +14%

While digital declines sharply, TV bucks the trend and gains attention.

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More affordable than you think

TV appears more expensive in terms of CPM. But per second of attention, it is significantly more cost-effective.

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Better advertising recall

TV and BVoD are far ahead of Instagram and TikTok in unaided advertising recall.

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84% recall of details

Viewers remember specific details from TV advertising. On YouTube, the figure is only 58%, while social media disappears from memory immediately (0%).

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Conclusion

TV contacts are high-attention contacts. You are not merely buying reach, but the genuine time and focus of your target group.

A couple sitting in front of a large television

Size makes an impact

The big-screen effect: size makes an impact

Brands need a stage. No smartphone can match the brilliance of television.

5 million screens in Switzerland

TV screens are present in 90% of Swiss households, with an average of 1.4 devices per TV household.

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70% TV dominance

The big screen is used primarily for TV content and therefore remains the stage for video advertising.

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Maximum impact through lean-back mode

Full-screen viewing, sound on and relaxed attention ensure deeper brand processing than on small, fleeting screens.

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Conclusion

The big screen makes brands visible, tangible and memorable. TV gives them the stage on which they can reach their full potential.

A couple relaxing as they watch an emotional TV moment

Image protection

The trust advantage and image protection

Advertising only works when it appears in a reputable environment. TV offers controlled, professional content and maximum safety for your brand.

Credibility: number 1

Among the Swiss population, TV advertising enjoys the highest perceived quality and greatest trust of all video media.

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Signalling effect: makes brands look bigger

A brand shown on TV immediately appears better known, more popular and more financially robust. An image boost that social media can hardly provide.

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Brand safety: complete image protection

TV advertising is shown in professional editorial environments and protects brands from risky user-generated content.

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Conclusion

TV creates trust before the message even arrives. Its professional environment strengthens brands and protects them from uncertain contexts.

Experience together

The power of shared experience

Shared viewing brings people together. This social context significantly strengthens advertising impact.

23%higher advertising recall

Brands remain anchored in memory much more effectively.

15%more brand trust

The shared experience transfers positively to your brand.

75%greater commercial likability

Shared joy works: the likability of commercials increases significantly.

Conclusion

Watching together strengthens the impact. When people experience TV together, recall, likability and trust all benefit.

Three men cheering in front of the television

Activate emotions

Build brands with heart and goosebumps

TV advertising does not only work in the mind; it can be felt physically. Picture, sound and storytelling create a unique connection.

Emotion champion: emotion sells

No form of advertising evokes as much emotion among the Swiss population as TV. Positive feelings demonstrably increase purchase intent.

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Lean-back effect: relaxed rather than irritated

While YouTube advertising interrupts and creates tension, TV advertising is accepted and watched in a relaxed state.

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The golden hours: 6 to 10 pm

Emotional stories reach their audience best in the evening. A perfect combination with storytelling, humour and powerful sound.

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Conclusion

Television is where attention meets emotion. TV anchors brands emotionally in the hearts of the audience.

Attention pays

Attention drives profit

Attention is not simply a bonus, but a hard currency that directly contributes to your sales and ROI.

Sales uplift: more seconds, more revenue

The longer an ad is actively watched, the more sales rise. TV delivers the most stable results here.

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Long-term ROI: the sustainable driver

TV anchors brands for the long term and delivers the strongest long-term ROI. Short videos often create only fleeting impulses.

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Conclusion

TV is the medium that connects people, awakens emotions and gives brands a safe home at scale. It is a place where brands become experiences.

Myth Busters

TV MYTHS PUT TO THE TEST

We have brought the myths together on the TV is homepage. There you will find all the facts and counterarguments in one place.

View the myths