ADVERTISING PRIMER 2016 You Can Clearly Only Market Your Shop Online

ADVERTISING PRIMER 2016 You can clearly only market your shop online ...

... but in combination with promotional letters, you can boost your sales.

More information at: post.ch/wirkung-studien

Boost your sales. CONTENTS

Switzerland

Data on Switzerland 2 Economic data 3 European comparison 4

Media Market

Advertising expenditure 5 Media market Switzerland 6 Media in Europe 7 Social media comparison – Intermedia comparison 8

Media Data

Magazines 14 Daily-, Sunday-, Financial-, Business-Press 16 Newspaper/Magazines Combinations 18 Television – Digital advertising displays 20 Internet – Online 22 Cinema – AdScreens in public transports 24 Radio 25 Out-of-home – Posters 26 Direct advertising 27

Studies

Official Swiss media studies 28 Media terms – Internet/Online Glossary 32

Addtional data

Map of WEMF regions 34 Swiss population data 36

All data given according to the sources indicated. No responsibility is accepted for their accuracy. State: December 16, 2015.

For additional copies of the Ringier Advertising Primer please see www.go4media.ch (also with download).

Contact

Ringier AG Publishing Media Dufourstrasse 23 CH-8008 Zurich [email protected] www.go4media.ch www.ringier.com DATA ON SWITZERLAND 2

Geography Surface sq. km % Surface sq. km % Total 41,285 100.0 Unproductive surface 10,459 25.3 Cultivated area 14,817 35.9 Populated area 3,079 7.5 Floor surface 12,931 31.3

Politics Swiss Confederation: founded in 1291, Federal State since 1848 Administrative units (federalistic): 26 cantons (6 of them are half-cantons) Form of government: direct democracy

Political levels and parties Parties State: 2015 Seats SVP SP FDP CVP others Federal Council Collegial board 7 2 2 2 1 Parliament Council of States cantonal repres. 46 5 12 13 13 3 National Council people repres. 200 65 43 33 28 31

Resident population (Dec. 31, 2014, STATPOP. Structural survey 2013) Total m 8,238 Private households m 3,541 Foreign nationals % 24.3 Single-person-h/h % 35.1 Population density p. / sq. km. 206 Family h/h with children % 34.5 Male m 4,074 Couples without children % 27.5 Female m 4,164 Ø no. of persons/h/h 2.25 Urban (agglomerations) % 83.9 Ø no. of children per woman 1.50 Non-urban % 16.1

Language (Structural survey 2013, 15+) German 64.5% Italian 8.3% Other 20.1% French 22.6% Romansh 0.5%

Civilian status (STATPOP 2014) % Religions (Structural survey 2012, 15+) % Unmarried 43.6 Roman Catholic Church 38.0 Married 43.1 Protestant Church 26.1 Widowed 4.9 Other churches/religious communities 12.4 Divorced 8.1 No religious affiliation/no reply 23.5

Population of the 10 major urban areas (Dec. 31, 2014, in 1000) Zurich 1,315.7 Lucerne 224.7 Geneva 570.2 St. Gallen 164.9 Basle 537.1 Lugano 150.5 Berne 406.9 Winterthur 136.6 Lausanne 402.9 Zoug 125.0

Source: STATPOP, according to SFSO typology 2012; www.statistik.admin.ch.

Employment Men Women Total Aged 15+ 1000 % 1000 % 1000 % Full-time (more than 90%) 2045 84.1 857 40.8 2903 64.0 Part-time (up to 90%) 387 15.9 1245 59.2 1632 36.0 Total 2433 100.0 2102 100.0 4535 100.0 Source: SFSO/Swiss Labour Force Survey (SLFS) 2014. ECONOMIC DATA 3

2012 2013 2014

Gross domestic product (at current market price) Total nom. (CHF bn) 623,943 634,854 642,256 Index (2000 = 100 = 458,779) 136 138 146

Swiss consumer price index (annual average, basis december 2010 = 100) Food and non-alcoholic beverages 97,4 98,5 99,5 Alcoholic beverages and tobacco 102,1 103,4 104,4 Clothing and footwear 88,9 85,6 84,5 Housing and energy 102,5 102,6 103,7 Furnishing, household maintenance 97,0 95,4 94,5 Health care 99,9 99,0 98,1 Transportation 98,3 97,4 96,3 Communication 99,4 97,1 94,9 Recreation and culture 94,5 94,5 94,6 Education and courses 102,0 103,8 105,4 Restaurants and hotels 102,2 103,0 103,7 Other goods and services 100,5 101,1 100,3 Total index 99,3 99,1 99,0

Car ownership No. in millions 4.255 4.321 4.384 Index (2000 = 100 = 3.545.247) 120 122 124

Source: Swiss Federal Statistical Office, www.statistik.admin.ch.

Household income structure (Ø 2009–2011) Quota h/h in % Ø no. of persons Income monthly h/h (gross in CHF) Employed 61.2 2.43 10,987.– Self-employment/Farmer 11.3 2.65 10,782.– Pensioner 25.1 1.52 5,878.–

Household expenditure (2013, all h/h, in %, per month) Food and non-alcoholic beverages 7.1 Restaurants and hotels 6.4 Alcoholic beverages and tobacco 1.2 Other goods and services 3.2 Clothing and footwear 2.5 Consumption expenditure 60.4 Housing and energy 16.8 Social-/health insurance, insurances 21.2 Furnishing, houshold maintenance 3.0 Taxes, fees 13.9 Health 2.9 Contributions and other transfers 4.4 Transportation 8.7 Compulsory transfer expenditure 39.6 Communication 2.1 Total household expenditure 100.0 Entertainment, recreation and culture 6.7

Source: HBS 2015 (Household Budget Survey), Swiss Federal Statistical Office, www.statistik.admin.ch. EUROPEAN COMPARISON 4

CH DE FR GB IT AT

Surface area 1000 sq. km 41 357 544 244 301 84

Population (Dec. 31, 2014 / Jan. 1, 2015) Total million 8.238 81.174 66.353 64.767 60.796 8.585 No. of households million 3.541 39.713 28.091 28.076 25.768 3.768 Household-size Ø pers. 2.3 2.0 2.2 2.3 2.3 2.2 Age groups up to 15 years % 14.9 13.1 18.6 17.6 13.9 14.3 15–24 years 11.6 10.8 11.9 12.7 9.8 11.9 25–49 years 36.2 33.6 32.3 33.9 35.0 35.5 50–64 years 19.7 21.7 19.3 18.2 19.9 20.0 65–79 years 12.7 15.4 12.3 12.8 15.0 13.3 80 years and older 4.9 5.4 5.7 4.7 6.4 5.0 Population density 1 p./sq. km 206 227 116 265 199 102 Labour force 1 million 4.8 42.0 29.2 32.5 25.5 4.4 Unemployment rate 1 % 3.2 5.0 10.3 6.1 12.7 5.6

Gross domestic product (at current market price, 2014) Total EUR bn 528.8 2915.7 2132.5 2253.3 1613.9 329.3 Index (prev. year = 100) 102.5 103.4 100.8 110.3 100.4 102.0 Per Capita (PPS) EUR 43,200 34,000 29,400 30,000 26,400 34,900 Index (prev. year = 100) 100.5 104.0 103.5 102.4 100.4 102.3

Employment in economic sectors (2014, 15–64 years, in %) Agriculture/forestry 3.3 1.6 2.9 1.5 3.6 4.4 Industry/craft 20.6 28.1 20.6 18.7 26.9 25.9 Services 76.0 70.4 76.5 79.8 69.5 69.7

Advertising expenditure (2012) 2 Classical media USD bn 5.660 23.433 12.490 19.378 7.280 4.178 Index (prev. year = 100) 96.7 91.6 90.6 100.9 77.5 90.8 Per capita USD 712 292 191 305 123 497

Split by media (in%) 2 Newspapers 26.3 30.2 10.2 18.4 13.9 38.4 Magazines 18.5 17.7 14.3 6.0 9.1 13.0 TV 28.7 22.2 33.8 26.6 52.7 22.9 Radio 4.2 3.9 7.6 3.8 7.1 5.6 Cinema 0.5 0.5 1.1 1.3 0.5 0.3 Outdoor advertising 9.9 4.8 12.0 6.7 2.8 6.3 Internet 11.9 20.7 21.0 37.0 13.8 13.4

Sources: Eurostat 2015 (Data 2014); 1 UBS – Switzerland in Figures 2015; 2 Western Europe Market & Mediafact 2013. ADVERTISING EXPENDITURE 5

Net advertising turnover Switzerland CHF million (without production cost) 2012 2013 2014 ±% 13/14 Daily newspapers 819 718 689 −4,1 Regional weeklies 183 168 158 −6,0 Sunday newspapers 152 146 132 −9,7 Total dailies / weeklies / Sunday news press 1154 1032 978 −5,2 Of which: sales/subscriptions 863 785 731 −6,9 Of which: free newspapers 291 247 248 +0,4 Magazines general interest 352 324 308 −4,9 Financial and business press 48 43 42 −1,8 Special interest weeklies and monthlies 118 112 107 −4,7 Trade press 111 104 100 −3,9 Total Press 1783 1615 1536 −4,9 Television (advertising seconds) 674 698 718 +2,9 Radio (advertising seconds) 109 115 111 −2,7 Television + Radio (sponsoring) 90 93 93 ±0,0 Cinema 26 26 28 +7,7 Teletext 5 4 3 −16,7 AdScreen 6 7 7 −1,4 Total electronic medias 910 942 960 +1,9 Outdoore (analogue/digital) + public transports 417 415 426 +2,7 Directories 214 208 217 +4,1 Direct marketing (distribution costs incl.) 1017 1086 1059 −2,6 Other medias 1648 1710 1702 −0,5 Total net advertising turnover Switzerland 4341 4267 4197 −1,7 Internet (classical online advertising) 1 170 186 210 +12,9 Search engine-/affiliatemarketing, online classifieds2 403 456 513 +12,5 Source: Stiftung Werbestatistik Schweiz; 1 MediaFocus; 2 Estimation MediaFocus.

The largest advertising sectors (2014) Total Index Media split (in %) Product groups CHF 1000 PY = 100 NP MA TP TV RA PO CI TX ON Car market 363,517 102 32 6 2 23 6 24 1 0 6 Trade, wholesalers 258,007 112 36 37 1 16 1 7 0 0 1 Travel, hotels 209,225 103 25 29 6 17 6 14 1 0 2 Economic campaigns 161,969 112 44 40 4 4 3 3 0 0 2 House, furniture 161,507 104 37 13 6 17 14 10 0 0 1 Art/cultural events 160,601 101 52 4 2 8 15 14 3 0 1 Fresh products+convenience 150,937 105 12 16 2 59 3 8 0 0 1 Chocolate, sweets 129,353 98 3 6 0 80 0 9 0 0 1 Nonprofit campaign 124,658 99 44 7 3 24 2 17 2 0 2 Online services 122,535 124 41 2 0 34 3 4 0 0 16 Mobile 111,447 84 29 4 0 42 1 18 2 0 4 Insurances 108,124 111 19 5 3 47 2 12 2 0 10 OTC pharmaceutical product 108,046 116 2 13 16 65 0 3 0 0 0 Watches, jewellery 103,900 98 28 30 12 4 2 21 0 0 4 Non-alcoholic beverages 84,830 108 6 11 1 65 1 14 1 0 2 Commercial services, consulting 81,958 90 32 31 6 4 12 10 0 1 5 Fashion, sport 4 81,500 97 28 18 6 22 5 9 0 0 12 Finance 4 81,245 91 36 13 3 19 1 18 1 0 8 Food products 4 73,139 115 18 23 5 36 1 16 0 0 1 Construction, industry 4 71,415 99 16 46 10 7 6 13 0 0 1 NP = Daily-/Weekly-/Sunday-Newspapers, MA = Magazines/Financial-/Businesspress, TP = Trade press/Special inter. TV = Television, RA = Radio, PO = Out-of-home/Digital adv. spaces, CI = Cinema, TX = Teletext, ON = Online advertising. 4 Image, Internet, PS. Source: MediaFocus, www.mediafocus.ch. MEDIA MARKET SWITZERLAND 6

Switzerland’s largest publishers Turnover (in CHF m) 2012 2013 2014 ±% 13/14 Ringier AG 1,088 1,026 989 −3.9 Tamedia AG 1,052 1,069 1,115 +4.2 NZZ-Mediengruppe 519 482 471 −2.3 AZ Medien 252 242 248 +2.3 Somedia 136 128 129 +0.6 Basler Zeitung Medien 175 126 54 −57.1 Source: Annual reports 2014.

Media budget (Swiss households media expenditure) Expenditure (in CHF m) 2012 2013 2014 ±% 13/14 Press subscribtions 1,139 1,129 1,124 −0.4 Press sales 470 458 414 −9.6 Press total 1,609 1,587 1,538 −3.1 Books 860 875 1 832 −4.9 Cinema 248 218 205 −6.0 Radio 535 538 545 +1.3 Television 2,750 2,758 2,931 +6.3 Consumer electronics 1,063 1,058 1,095 +3.5 IT and telecoms 3,934 3,508 3,282 −6.4 Total 10,999 10,542 10,428 −1.1

Expenditure by category 2014 Content Access Hardware of 10,428 in CHF m % in CHF m % in CHF m % % Press 1,538 31.4 14.7 Books 832 17.0 8.0 Cinema 205 4.2 2.0 Radio 504 10.3 41 1.3 5.2 Television 855 17.5 1,220 2 53.1 856 26.4 28.1 Consumer Electronics 482 9.9 613 18.9 10.5 IT and telecoms 476 9.7 1,077 46.9 1,729 53.4 31.5 Total 4,892 100.0 2,297 100.0 3,239 100.0 100.0 ± 2013/14 in % −3.3 +11.9 −5.6

Category definition Content: Household spending on media (subscriptions, sales per copy, books, TV and radio licence fees, sound carriers, DVD’s, games, Internet downloads, etc.), fixed network and addet value services. Access: Household spending on media access (cable network charges, broadband connection). Hardware: Household spending on access equipment (Receiving sets, hardware for desktop and mobile systems, smartphones, tablets).

1 Estimate; 2 Radio and TV share. Source: Swiss Media Association, www.medienbudget.ch. MEDIA IN EUROPE 7

CH DE FR GB IT AT

Population (Dec. 31, 2014 / Jan. 1, 2015) Population mio. 8,238 81,174 66,353 64,767 60,796 8,585 Population (15+) mio. 7,011 70,540 53,879 53,368 52,345 7,357 No. of h/holds mio. 3,541 39,713 28,091 28,076 25,768 3,768

Print Daily reach newspaper 1 % 76 73 12 27 26 73 Weekly reach magazines 1 % 83 57 92 35 46 … Monthly reach mag. 1 % 83 67 97 70 65 76

TV Daily reach 1 % 60 87 80 79 86 64 Weekly reach 1 % 84 93 96 97 97 … No. of TV h/holds mio. 3.5 38.0 27.2 26.3 24.5 3.5 % 95 93 98 96 98 96 Cable h/holds % 56 48 15 16 6 56 Ø viewed per day 1 min. 141 242 239 215 260 169

Radio Daily reach 1 % 85 77 82 79 56 82 Weekly reach 1 % 98 85 91 66 89 … No. of Radio h/holds mio. 3.4 37.2 21.5 26.4 24.3 3.7 % 91 92 86 100 99 100 Commercial stations no. 47 381 17 362 258 115 Ø daily listening 1 min. 125 248 145 187 191 194

Cinema Monthly reach 1 % 19 20 67 13 12 11 No. of cinema screens 550 4,617 3,583 2,846 3,249 565

Outdoor Weekly reach 1 % 80 … … 98 98 70 Sites no. 89,240 296,979 123,943 132,803 152,392 124,409

Internet Weekly reach 1 % 83 60 74 80 50 70 Monthly reach 1 % 86 64 76 80 55 73 H/h. with Internet ac. 2 % 91 89 83 90 73 81 Usage e-commerce 2 % 62 61 49 72 15 43 Usage e-banking 2 % 54 49 58 57 26 48 H/h. with broadband ac. 2 % 86 87 77 88 71 79 Int. usage smartphone 2 % 64 56 59 69 35 65 Int. usage tablet 2 % 28 36 44 50 22 38 Facebook user 3 mio. 3,6 29,0 32,0 39,0 28,0 3,5 of wich mobile user 3 mio. 2,99 24,07 24,96 33,93 24,08 2,91

1 Persons (14+); 2 Persons 16–74 years, past three months; 3 User 13+ (State Oct. 31, 2015). Figures in italic not revised. Sources: Eurostat 2015; Western Europe Market & Mediafact 2013; NET-Metrix-Base 2015-1; www.thomashutter.com. SOCIAL MEDIA COMPARISON 8

Facebook Twitter Instagram YouTube

Platform and Social network for all Digital platform for Audio-visual platform Video clip portal. All characteristics age groups and social sharing short mes- for sharing photos and age groups, all social of users strata. Interest in all sages. All age groups. videos. Popular among strata. Heavy users are topics and sectors. Has not yet found its young users. often very young. Used way to the majority of as a video network. the population.

Figures 3.6 m users, of whom Around 228,000 870,000 active users, 3.8 m active users, 50% 80% are also mobile users in Switzerland, of whom 490,000 in via mobile channels. users. 48% female, of whom 43,000 in the German-speaking 52% male. User num- the German-speaking regions. 51% female, bers in 15-50 age group regions. 49% male. stagnating slightly. Increase among the over 50s.

Platform Wide reach, efficient High speed, use of Active users. Wide reach, efficient strengths advertising forms, hashtags has estab- Aesthetically pleasing advertising forms, differences in lished itself. Provides environment. Mobile links to Google and pages (company pages, easy access to opinion medium. Possible Google+. profiles, groups). Good, leaders. to share photos in meaningful analytical other social networks tools available. as well.

Platform Advertising increasingly Limited to 140 Videos limited to max. Difficult to achieve weaknesses dominant, news feed characters. Takes com- 15 sec. Hardly any data viral effects within the algorithms reduces the paratively long to build available. platform. Professional reach of posts. up the community. video production is costly.

Types of posts Text, photo, video, Text, link, videos, Photo, video. Video (with text in the link, photo album, images. description). event, notifications, milestone, apps.

Advertising offer Post reach, page Follower ads, website Photos with embedded Pre/post rolls, banner forms promotions, website clicks, Tweet interac- link, carousel ads, ads via the video, clicks, app installations, tions, app installations, videos, lead ads. Ad- display ads around event promotion, lead/ leads, video ads. vertising in the form of the video. Automated video ads. Bookable via Bookable via Twitter photos/videos between booking via the Google Facebook Ads Manager. Ads Manager. posts possible. Book- network. able via Facebook Ads Manager.

Key performance Page likes, post reach, Mentions, retweets, Followers, retweets, All views, view indicators engagement (likes, favourites, followers, likes, replies, post duration, subscribers, comments, shares, following, reach, clicks reach, link clicks, ratings, comments, clicks), clicks on links, on links, hashtags. comments. embed videos, playback hashtags. locations, favourites, social shares.

Sources: Facebook Ads Manager; Twitter Ads Manager; Google AdWords INTERMEDIA COMPARISON 9

Magazines Newspapers (daily/weekly)

Type and Entertainment and information medium for Up-to-the-minute, everyday medium with high characteristics a wide range of target groups. Mass media information content. Chronicles recent events of the medium in general interest field with wide range of with commentaries, orientation aid, entertain- entertainment and advice on coping with ment and features. Strong reader loyalty with everyday life. Special-interest titles with high high credibility and mostly local and regional level of thematic competency. Zeitgeist- and interest. trend-oriented.

Main audience General interest magazines appeal to broad Broad, geographically defined population emphasis groups of the population, while the wide range groups. Main emphasis on the population of magazines facilitates specific appeal to aged over 25. Free newspapers from the socio-demographically and psychographically age of 14. Larger publications tend to aim at distinct target groups. the agglomerations, upper professional and educational levels.

Encounter target High acceptance owing to conscious leisure- Contact particularly in the morning. Expecta- person/medium time consumption. Reading medium with high tions of information result in intensive and concentration and multiple consumption. Identi- regular media consumption. Perfect identifica- fication with publication and content. Consump- tion with titles chosen consciously. Mostly tion not restricted by place or time. bought by subscription. Commuter press mainly distributed in boxes.

Quantitative Advertising in general interest publications en- High reach and average number of contacts media efficiency, sures high reach and contacts. Well-balanced in the main circulation areas. Rapid growth reach and coverage and rapid high average number of reach with broad list of publications or frequency of contacts. 8 to 9 publications throughout combinations. Approx. 27 regional or 10 to 13 Switzerland, each with around 6 ads for 70% to supraregional/national newspapers throughout 80% reach and 6 to 7 OTS. Switzerland required, each with 6 ads necessary for 80% to 85% reach and 5 to 6 OTS.

Options available From small advertisement format to dominant, From classifieds through double-page spreads multi-page presence. Ads can be placed in to multi-page advertisements. Many format related editorial copy, permitting a direct variations and broad colour options to attract thematic link. Various speciality ads such as attention. Positioning in special topics and gatefolds, inserts, samples, teaser strips and event sections. Opportunities to give brochure issue-based sponsorship, crossmedia, etc. Pro- inserts higher profile. Crossmedia-offers for motion offers for iPad-/tablet editions. Special advertising on the Internet, mobile, etc. issues are increasingly theme-specific.

Advertising rates Full page advertisement 4-colour approx. CHF Full page advertisement 4-colour approx. 16,000 to 25,000 for high-reach publications. CHF 10,000 to 25,000. Price range for mid-size Reduced rate for b/w ads in individual cases. to large dailies. Big combinations over 60,000. Many combination offers with 5 to 25% reductions. Good value offers on small and classifieds ads. Weekend “2 for 1”-offers.

Criteria for media Suitable for in-depth and complex messages. Suitable for up-to-the-minute offers, messages selection Demonstrating life experiences, cultivating that should be communicated rapidly, regional brand image and loyalty. Reach or contact- or retailer-oriented campaigns and advertising based basic advertising, also for crossmedia with high text content. Also suitable for culti- campaigns. vating image and brand loyalty. Basic medium at national, regional and local level, also for crossmedia campaigns.

Sources: MediaTrendJournal.; O. Meier Medienmarketing. INTERMEDIA COMPARISON 10

Special interest and trade press Out-of-home advertising

Type and Medium for professional development. High Outdoor advertising medium with a direct, characteristics level of expertise in specialist area. In some broad impact and strong out-of-home presence. of the medium cases «obligatory» in order to keep up to Target areas in urban setting. Good geographi- date in fast-changing sectors. High degree of cal positioning. Additional focussing according expertise in special interest segments. May be to target groups and events. a magazine or a newspaper.

Main audience Specifically targets clearly defined professional Reaches all age groups away from home. In emphasis target groups and members of trade associa- particular young, mobile target groups that are tions. Emphasis on committed specialists and difficult to reach. Distinctions can be made opinion leaders who are hungry for knowledge. between pedestrians, public transport users, car drivers, and people on the way to work, going shopping or on leisure time.

Encounter target Reading medium with high concentration and Rapid, frequent contact with passers-by on person/medium multiple consumption as well as high circula- busy streets and squares, at public transport tion in companies. Identification with publica- stops, in railway stations, airports, shopping tion and content. Consumption not restricted centres, POS, filling stations, car parks, by time or place. Intensive reader identification sports venues, trade fair locations, etc. Very with titles bought on subscription. wide reach within short time. High level of acceptance.

Quantitative Run size depends on specialist area. Usually Rapid presence and a fast-growing reach en- media efficiency, between 2,000 and 10,000 copies. Compre- sure high brand recognition among the general reach and hensive coverage of defined business target public. 70% reach with an average of approx. frequency groups. Generally high to very high reach in 20 contacts and 1400 GRPs. Recall average of specialist area (may be 80% or more) and high 50%, depending on subject (APG|SGA Poster OTS thanks to regular use. Performance Index PPI).

Options available Mostly full page and part page. Occasion- National standard formats, networks and ally only in black-and-white and two colours. individual areas. Analogue: F4, F12, F24, Relevant placement means ads can be tied in F200, F400LT. Digital: eBoards, ePanels, Rail to topics covered in publication. Many brochure Beamer, TrafficMediaScreen. Special formats inserts, sometimes including samples. such as mega/big posters, public transport Advertising and PR may flow seamlessly into advertising (hanging displays, transparencies, each other, depending on the sector. Extensive traffic boards, ground adhesive advertising, rubric and small ad markets in some cases, as vehicle body wraps, etc.) Flexible booking: 7, well as reader services and cross-media offers. 14 or 21 days.

Advertising rates Highly dependent on the run size. Generally Posters: rates on the basis of SPR+ perfor- between CHF 2,000 and CHF 5,000 for black- mance values (APG|SGA). CPM from approx. and-white pages and between CHF 5,000 CHF 6 to 15 depending on format and area. and CHF 10,000 for 4-colour pages. Large Investment in national posting approx. CHF circulation trade publications tend to cost more. 442,450 gross (e.g. conurbations F12 Big27, Special interest segments less expensive. 924 sites, 14 days). Staggered campaign discount from 18 to 46%. Additional last- minute discount and discounts linked to annual investment.

Criteria for media Suitable for targeting particular specialist Suitable for short advertising messages, intro- selection groups. Rational and emotional presentation of ducing, positioning, anchoring and updating advertising messages in a professional environ- brands or images. Offers via advertising stimuli ment. For B2B use and for optimizing reach to shortly before the purchase decision. Builds particular target groups. recognition fast. Enhanced impact thanks to appropriate format mix and reinforcement by further analog/digital out-of-home media.

Sources: MediaTrendJournal; O. Meier Medienmarketing. INTERMEDIA COMPARISON 11

TV Cinema

Type and Mass medium for entertainment and informa- An entertainment medium for young target characteristics tion with audio-visual experience. By choosing groups, families and increasingly also best of the medium broadcast time, the channel and the main axis agers. Intensive audio-visual experience. of the broadcast, it is possible to address a Dominance on large screen. Strong possibility particular target group. Regional TV for regional for identification and high recall value. and local campaigns with programming repeated throughout the day. Internet TV for location-independent or delayed viewing.

Main audience Total population with emphasis dependent 46% of cinema audiences are between 14 and emphasis on channel, language area, time of broadcast 34 years, 33% are between 35 and 54 years. and programme environment. Reaches mainly Main emphasis among urban, active groups of senior viewers. Swiss advertising windows and people with above-average education and a stations serving a specific language region tend wide range of interests. to focus on younger users than public sector broadcasters.

Encounter target Multi-sense (picture, sound, movement) Considerable attentiveness to films. No distrac- person/medium appeal in familiar home atmosphere. Highest tions thus intensive exposure to the advertising consumption between 7 pm and 10.30 pm. message. Evokes a suggestive atmosphere. Different levels of interest and acceptance Relaxed, positive and accepting mood – also in anticipation of given programmes. Risk of towards advertising. Cinema advertising cannot distraction and zapping. be zapped away.

Quantitative Very different ratings depending on the A package of all national cinemas for 1 week media efficiency, channel, the time of broadcasting and the pro- can reach some 10% of all 14 to 34 year olds. reach and gramme environment. Reach increases quickly Rapidly increasing reach over a period of frequency with high frequency (significant cumulation several weeks,but low average contacts. effect). For cumulative ratings of 70% and 3 to 4-week campaign in all Swiss cinemas 4 OTS you need about 20 to 30 spots on several achieves – depending on period – around 20% channels during primetime. High transparency reach and 1.4 OTS among 14 to 34 years olds. of performance.

Options available TV spots from 5 sec. to 6 min. Plus 2-3 spots National targeting: GeoFocus (regional/national per block and reminder spots. Special forms of cinema-booking with one spot). Audience advertising such as single spots, split-screen, targeting: spot-booking for individual target sponsorship, exclusive spots, product place- groups. Movie targeting: FilmFocus (booking by ment, «power break» during sports broadcasts, genre or film). Local: GeoFocus local, CineFix, etc. Swiss advertising windows: Spot length CineMotion, etc. 5 sec. or more, ad breaks. No advertising windows in Ticino.

Advertising rates SRF1 primetime 20 sec.: CHF 1,500 to 25,000. Uniform CPMs per week/sec. GeoFocus: CHF Swiss advertising windows 30 sec. (7 pm to 12.00 (regional/national). Audience targeting: 10.30 pm): CHF 1,000 to 6000 according to CHF 13.90. Movie targeting: from CHF 17.50 day and time. Regional TV: differing rate cards to 19.50. Minimum 3 to 4 weeks, variabel and depending on channel and number of repeats. depending on contacts. Format: minimum 30 sec. Recommendation/local advertising: CPM from CHF 10.20 to 11.50.

Criteria for media Suitable for building recognition fast, Suitable for young target groups. Mood and selection demonstration, emotion and argument-based image advertising. Anchoring of messages, advertising. Basic medium on national and brands and images. Crossmedia through promo- language region level, also for crossmedia tions, television, online and adscreens in lobby. campaigns. No alcohol or tobacco advertising Cine-picture and Cine-motion: suitable for (except wine, champagne and beer). local/regional advertising (retailer support). INTERMEDIA COMPARISON 12

Radio Direct marketing

Type and Popular information and entertainment Marketing medium which may or may not be characteristics medium, though usage can be superficial. Often personalized. High information capacity and of the medium used as background noise. Private radio usage broad range of possible formats. Increasing depending on reception areas. coverage problems with unaddressed direct marketing campaigns owing to spread of «no advertising» mailbox stickers. Can be circum- vented using leaflet inserts in newspapers and magazines or addressed direct mailings.

Main audience Private broadcasters demonstrating trend Unaddressed: Broad sections of the popula- emphasis towards younger (15 to 49 years) listeners in tion. Heads of households generally have their respective reception areas. Consumption first contact. mainly during the day. Peak times: morning, Addressed: Target group selection options are midday and early evening. broad. Data protection imposes conditions on address management.

Encounter target Often switched on while the listener is doing Used at home and at work. Acceptance of person/medium other things at the same time (work at the unaddressed blanket mailings is lower. Accept- office, at home, driving the car). Acoustic ance of addressed mailings depends on subject (language, sound effects and music) appeal and and quality of approach. Chance of direct regular consumption. contact, low dispersion loss. Good response opportunities.

Quantitative Local and regionally targeted reach. 53% of Little general research data available. media efficiency, people listen to local radio for at least 61 min. 51% of households are reachable (49% have reach and 25 German- and 13 French-speaking local radio «no advertising» stickers). Addressed direct frequency stations, each with a frequency of 20 spots mailings give almost 100% reach. Multiple per week necessary for 50–60% reach and contacts possible. 4 to 5 OTH.

Options available Mostly 15 to 20 seconds commercial spots that Unaddressed: Approx. 2.0 million private can be broadcast according to individual timing households, most of which are served by and programme environment requirements. private distributors. Good geographical target- Wide range of bundling options for buying ing. High volume of leaflets and brochures on time with several private stations. Sponsor- individual weekdays. ship available for entire radio programming Addressed: Address lists available for the spectrum. Sponsorship also possible on SRG most varied target groups. Wide differences in radio channels (SRF/RTS/RSI). quality and price depending on whether private or business addresses.

Advertising rates 30 second spots on «average» private radio Unaddressed: General distribution to all station between CHF 180 and 1,200 households in Switzerland: CHF 211,500 for up (CHF 6 to 40 per second). Rates higher to 25g. Distribution costs per 1000 copies: CHF during prime time. Pool discounts up to 20% from 88.– to 158.– (A,B,C-Post locations). if advertiser buys package of broadcasters. Addressed: Costs for private addresses (approx. 6 m.) per 1000, between CHF 210 and 600, depending on address requirements. Business addresses (approx. 700,000) CHF 240 per 1000.

Criteria for media Suitable for up-to-the-minute offers, campaigns Suitable for local/regional special offers selection and rapid appeal. Often used as complementary (unaddressed) and clearly defined target groups medium at local and regional level, also for (addressed). Text-rich messages, samples, crossmedia campaigns. No alcohol or tobacco catalogues. Personal approach. Often used in advertising (except wine, champagne and beer). business-to-business segment.

Sources: MediaTrendJournal; O. Meier Medienmarketing. INTERMEDIA COMPARISON 13

Online Mobile phone

Type and Interactive individual communication tool. Interactive, individual “always on” medium characteristics Everyday medium for young target groups. with high entertainment, information and of the medium Extensive range of options and a reach that is interaction potential. Growing acceptance as a still increasing. Used as an information medium sales channel. A communication instrument not and for e-mail use. Growing acceptance as restricted to specific locations or times, with a sales channel. Established sales channel. options for direct use and impact monitoring. Available at short notice. In the social media, millions of dialogues are generated daily on Facebook, Twitter, YouTube, etc.

Main audience Targets 13 to 60 year olds. Segmentation Focus on 14 to 50 year olds. Personal device emphasis options according to web offer and technical for dialogue, work, information and entertain- criteria (URL, domain, browser, Internet access, ment used by all sectors of the population. time, keyword, etc.). Segmentation possibilities according to mobile sites, operating system (Android, iOS, Windows Phone, etc.), device type, language, browser, time, keywords and location.

Encounter target Professional use during office hours as well as A mobile phone offers a direct personal link to person/medium large private use. High degree of involvement target groups showing a high level of interest via interactivity and individual information and and acceptance. Reaches the target audience news procurement around the clock. Use as at all times and in all places and allows instant Internet TV and/or via Internet mobile phones interaction. Use of online (Internet) and stream- (smartphones and tablets/e-book readers). ing content in the form of audio and video material and games.

Quantitative Over 80% of the 14-60 age group use the In- Mobile phone penetration over 90%. Smart- media efficiency, ternet. Precise records can be produced for the phone owners: approx. 75%. More than 60% reach and individual advertising images (AdImpressions), use mobile Internet services. Precise recording frequency page views called up (Page Impressions), as of ad impressions, page impressions, numbers well as number of visits (visits), reach (unique of visitors and numbers of clicks generated. users), the time spent on the site (use time) and NET-Metrix measurement available. the number of clicks.

Options available Standard: full banner, skyscraper, leaderboard, Display advertising in the form of banners in rectangle, floating ad, roadblock, wallpaper. apps and on mobile portals. Special formats Also: video ads, expandable formats, intersti- such as prestitial, interstitial and rich media. tial, ad appeal, etc. Other forms include search Other formats: Search engine marketing, engine marketing, classifieds , netwsletter and Google AdWords, classifieds, performance e-mail marketing. Campaigns on differently marketing. Plus SMS, MMS, WhatsApp, mobile themed web offers and portals. Various forms games, QR-cordes, augmented reality. of performance and affiliate marketing.

Advertising rates Rates (CPM/CPT) vary between CHF 10 and Advertising rates (CPM) vary between CHF 40 CHF 180 per 1000 ad impressions. E.g. Full- and 180 per thousand ad impressions, e.g. ban- Banner or Skyscraper CHF 30 to CHF 80. Also ner/leaderboard CHF 40 to CHF 100; interstitial/ cost-per-click, cost-per-lead or cost-per-sale for prestitial CHF 90 to 190; alternatively, cost per affiliate marketing. click or cost per lead.

Criteria for media Suitable for branding, response campaigns Suitable for response campaigns and young tar- selection and product and service offers requiring high get groups. Often in addition to classic online information content. Use as a single medium or campaigns. Frequently used in cross-media parallel to classic media. Suitable as a distribu- in combination with offline/online. Strongly tion channel to intensify interactive dialogue/ dialogue-oriented. Short lead times mean it is response and for competitions. best suited to promotions, competitions, and event announcements. MAGAZINES 14 15

Publication Category Method Circulation 1 Reach cRR Structure Cost full page CPM of issue % 1000 M W b/w 4-c b/w 4-c

German part 100.0 4668 50 50 Annabelle women fortnightly 66,121 4.7 218 19 81 18,900 18,900 86.60 86.60 Beobachter info/counseling fortnightly 295,566 18.2 851 47 53 23,830 23,830 28.02 28.02 Bolero women/fashion monthly, 10 × per year 34,031 0.7 32 32 68 10,570 10,570 328.18 328.18 Brigitte (split Switzerland) women fortnightly (30,000) 2.0 92 12 88 9,600 9,600 104.58 104.58 Cosmopolitan (split Switzerland) women monthly (32,000) 2.9 134 16 84 12,500 12,500 93.51 93.51 Freundin (split Switzerland) women fortnightly (20,000) 1.5 69 7 93 10,670 10,670 154.85 154.85 Geo (split Switzerland) topics monthly (46,000) 12.4 578 52 48 16,990 16,990 29.38 29.38 Gesundheitstipp health 11 × per year 62,595 2 9.3 435 32 68 12,900 12,900 29.68 29.68 GlücksPost women weekly 152,791 8.8 409 27 73 12,900 12,900 31.56 31.56 Ktipp consumer fortnightly 253,103 2 19.8 924 49 51 22,400 22,400 24.24 24.24 Magazin, Das (supplement) news/topics weekly 355,340 3 12.7 593 48 52 29,596 29,596 49.94 49.94 NZZ Folio (supplement) topics monthly 156,994 8.0 375 56 44 24,680 24,680 65.76 65.76 Reader’s Digest Schweiz digest magazine monthly 55,840 4.0 187 41 59 9,980 9,980 53.50 53.50 Schweizer Familie family magazine weekly 189,388 13.9 651 35 65 18,870 18,870 29.00 29.00 Schweizer Illustrierte glossy magazine weekly 173,205 15.3 713 38 62 26,310 26,310 36.89 36.89 Schweizer LandLiebe natur/topics 6 × per year 200,110 13.0 606 25 75 21,200 21,200 34.97 34.97 Style women monthly, 10 × per year 158,371 6.3 296 25 75 18,200 18,200 61.48 61.48 Tele tv guide weekly 126,817 9.2 431 49 51 10,900 10,900 25.32 25.32 TVstar tv guide fortnightly 85,545 4.2 197 45 55 5,900 5,900 29.93 29.93 TV täglich (supplement) tv guide weekly (510,000) 11.6 540 38 62 18,650 18,650 34.53 34.53 TV2 tv guide fortnightly 15,715 4 4 4 4 2,500 2,500 TVvier tv guide monthly 26,877 4 4 4 4 2,500 2,500 Weltwoche, Die news/topics weekly 65,139 5.0 234 63 37 15,400 15,400 65.78 65.78

French part 100.0 1525 49 51 Bon à Savoir consumer 11 × per year 96,696 2 23.7 361 45 55 13,000 13,000 35.97 35.97 Bolero F 4 women/fashion monthly, 10 × per year 18,527 3.4 52 16 84 10,370 10,370 199.52 199.52 Elle (split Switzerland) women fortnightly (20,000) 2.7 41 14 86 6,200 6,200 152.54 152.54 Femina (supplement) women weekly 124,675 19.3 294 33 67 22,990 22,990 78.30 78.30 Guide TV (supplement) tv guide weekly 146,588 12.6 192 45 55 12,850 12,850 66.90 66.90 L’Hebdo news/topics weekly 39,766 11.3 172 53 47 13,500 13,500 78.53 78.53 L’illustré glossy magazine weekly 74,901 20.9 318 40 60 18,700 18,700 58.74 58.74 Marie Claire (split Switzerland) women monthly (30,000) 3.9 59 9 91 8,200 8,200 138.74 138.74 Paris Match (split Switzerland) glossy magazine fortnightly (30,000) 3.9 59 33 67 6,200 6,200 104.83 104.83 Reader’s Digest Suisse digest magazine monthly 18,121 4.1 63 39 61 4,750 4,750 75.38 75.38 Télétop matin (supplement) tv guide weekly 126,432 20.2 307 47 53 18,550 18,550 60.36 60.36 TV8 tv guide weekly 63,958 14.4 220 41 59 7,800 7,800 35.43 35.43

Italian part 100.0 293 49 51 Illustrazione Ticinese (free) family magazine monthly 131,905 3 48.0 141 45 55 7,150 10,945 50.75 77.69 Ticinosette (supplement) tv guide weekly 63,212 36.3 106 42 58 9,785 9,785 91.95 91.95

Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland; 1 Distributed circulation (print+replica), certified by WEMF/KS; not certified circulation are in parentheses; 2 Circulation attestet; 3 Distributed free paper, certified by WEMF/KS;4 not evaluated in MACH Basic; 4 Values from «Edelweiss». Sources: MACH Basic 2015-2; WEMF circulation bulletin 2015; publishers declaration. DAILY-, SUNDAY-, FINANCIAL-, BUSINESS-PRESS 16 17

Publication Place of Method Circulation 1 Reach cRR Structure Cost full page CPM publication of issue % 1000 M W b/w 4-c b/w 4-c

Daily newspapers

German part 100.0 4668 50 50 20 Minuten c. ed. (free) Zurich Mon–Fri 447,552 2 31.4 1468 57 43 47,000 47,000 32.02 32.02 Basler Zeitung N Basle Mon–Sat 50,237 2.8 130 49 51 18,700 18,700 144.25 144.25 BZ Berner Zeitung/Bund c. ed. Berne Mon–Sat 146,152 7.3 339 50 50 19,920 27,998 58.84 82.70 Blick Zurich Mon–Sat 157,671 13.7 642 62 38 26,200 26,200 40.84 40.84 Blick am Abend c. ed. (free) Zurich Mon–Fri 281,204 2 14.3 669 53 47 22,900 22,900 34.23 34.23 Neue Luzerner Zeitung c. ed. Lucerne Mon–Sat 122,401 6.3 294 52 48 20,900 20,900 71.20 71.20 Neue Zürcher Zeitung (CH) Zurich Mon–Sat 110,854 5.8 269 62 38 19,580 19,580 72.71 72.71 Nordwestschweiz, Die c.ed. N Aarau Mon–Sat 161,012 8.1 376 50 50 20,950 26,850 55.74 71.43 St. Galler Tagblatt c. ed. St. Gallen Mon–Sat 122,745 5.8 271 47 53 21,100 21,100 77.85 77.85 Südostschweiz, Die c. ed. Chur Mon–Sat 79,172 3.5 162 51 49 12,500 12,500 77.16 77.16 Tages-Anzeiger Zurich Mon–Sat 162,894 9.8 457 55 45 29,040 29,040 63.59 63.59

French part 100.0 1525 49 51 20 Minutes c. ed. (free) Zurich Mon–Fri 187,018 2 34.7 530 53 47 21,725 21,725 41.03 41.03 24 heures c. ed. Lausanne Mon–Sat 61,117 11.5 175 50 50 13,420 23,580 76.74 134.84 Le Matin Lausanne Mon–Sat 44,815 19.4 296 59 41 11,580 11,580 39.10 39.10 Le Temps Lausanne Mon–Sat 36,802 6.1 94 57 43 13,500 13,500 144.22 144.22 Tribune de Genève Geneva Mon–Sat 41,213 7.9 120 50 50 7,980 13,840 66.35 115.07

Italian part 100.0 293 49 51 20 minuti (free) Zurich Mon–Fri 33,117 2 29.8 88 52 48 5,200 5,200 59.36 59.36 Corriere del Ticino plus Lugano/Muzzano Mon–Sat 47,774 42.8 125 52 48 5,890 9,165 46.93 73.03 La Regione Bellinzona Mon–Sat 31,876 32.9 97 55 45 5,167 8,052 53.54 83.43

Sunday newspapers 3 NZZ am Sonntag Zurich Sun 126,855 8.9 417 55 45 24,120 24,120 57.83 57.83 Schweiz am Sonntag c.ed. Aarau/Chur Sun 190,176 7.8 366 53 47 26,750 26,750 73.16 73.16 SonntagsBlick Zurich Sun 184,089 14.7 686 58 42 26,870 26,870 39.19 39.19 SonntagsZeitung Zurich Sun 182,192 13.3 622 53 47 30,029 30,029 48.28 48.28 Zentralschweiz am Sonntag c. ed. Lucerne Sun 96,623 4.7 220 53 47 15,000 15,000 68.20 68.20 Le Matin Dimanche Lausanne Sun 123,806 30.3 463 52 48 33,600 33,600 72.61 72.61 Il Caffè (free) Locarno Sun 57,397 2 31.7 93 51 49 8,510 8,510 91.53 91.53

Financial and business press 3 Bilanz Zurich fortnightly 47,302 2.7 126 70 30 14,900 14,900 118.00 118.00 Finanz und Wirtschaft Zurich 2 × per week 25,172 2.0 92 79 21 9,900 13,440 107.80 146.35 Handelszeitung Zurich weekly 38,229 2.1 99 74 26 9,500 13,500 95.83 136.18 Bilan Lausanne fortnightly 10,550 3.2 48 69 31 8,910 8,910 185.24 185.24 L’Hebdo Lausanne weekly 39,766 11.3 172 53 47 13,500 13,500 78.53 78.53 PME Magazine Zurich monthly 18,556 4.2 65 64 36 8,550 8,550 132.44 132.44

Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland; 1 Distributed circulation (print+replica), certified by WEMF/KS;2 Distributed free paper, certified by WEMF/KS; 3 Net reach in the linguistic region. Sources: MACH Basic 2015-2; WEMF circulation bulletin 2015; publishers declaration. NEWSPAPER/MAGAZINES COMBINATIONS 18 19

Publication Method Circulation 1 Reach cRR Structure Cost full page CPM of issue % 1000 M W b/w 4-c b/w 4-c

Total Switzerland 100.0 6487 49 51 KombiNation Swiss Family A weekly 593,316 29.0 1879 46 54 81,828 81,828 43.56 43.56 Schweizer Illustrierte, SonntagsBlick, L’Hebdo, L’illustré, TV8, Il Caffè KombiNation Swiss Women weekly 464,855 22.2 1443 37 63 51,912 51,912 35.99 35.99 Schweizer Illustrierte, GlücksPost, L’illustré, TV8

German part 100.0 4668 50 50 Cityplus 4 N Mon, Tue, Thu, Fri, Sat 537,042 25.5 1189 51 49 78,131 84,466 65.71 71.04 Nordwestschweiz, Die, c.ed. N, Neue Luzerner Ztg. c. ed., NZZ (CH), St. Galler Tb. c. ed., Schaffh. NR N Metropool Mon, Tue, Wed, Thu, Sat 359,283 19.6 917 52 48 68,232 68,232 74.43 74.43 Basler Zeitung, Berner Zeitung BZ c. ed., Tages-Anzeiger Millionenkombi weekly/ fortnightly 507,928 27.6 1288 47 53 34,130 34,130 26.51 26.51 Beobachter, Tele, TVstar PowerDay 2 Mon–Fri 438,875 25.1 1173 57 43 39,280 39,280 33.49 33.49 Blick, Blick am Abend c. ed. PowerDay+ 3 Mon–Fri 438,875 34.8 4 1624 4 58 4 42 4 55,030 55,030 33.89 33.89 Blick, Blick am Abend c. ed., Blick.ch (Maxiboard fix) Tele Kombi weekly/ fortnightly 212,362 12.9 604 48 52 15,120 15,120 25.03 25.03 Tele, TVstar Zeitungspool 1, Der Mon–Sat 58,278 2.7 128 53 47 12,012 17,248 93.69 134.54 Bieler Tagblatt, Freiburger Nachrichten N, Walliser Bote N ZRZ Zürcher Regionalzeitungen c. ed. N Mon, Tue, Fri, Sat 104,026 4.8 223 45 55 27,210 27,210 121.82 121.82 Der Landbote N, Zürcher Oberländer c. ed. N, Zürcher Unterländer N, Zürichsee-Ztg. c. ed. N

French part 100.0 1525 49 51 Arc Presse Mon–Sat 37,872 6.4 98 50 50 10,900 20,250 111.00 206.22 L’Express, L’Impartial, Journal du Jura Romandie Combi Mon–Sat 134,104 22.3 340 51 49 22,900 36,500 67.36 107.36 Arc Presse, La Liberté, Le Nouvelliste, Le Quotidien Jurassien Romandie MAX weekly 178,625 36.6 557 43 57 33,000 33,000 59.20 59.20 L’Hebdo, L’illustré, TV8 Top 2 Romandie Mon–Sat 102,330 19.3 294 50 50 20,380 35,615 69.31 121.12 La Tribune de Genève, 24 heures c. ed. Top Matin Mon–Sat/Sun 168,621 39.7 605 53 47 44,020 44,020 72.76 72.76 Le Matin, Le Matin Dimanche

German and French part 100.0 6193 49 51 Bijou Mon–Sat 29,917 1.2 75 50 50 11,120 11,120 147.50 147.50 Bieler Tagblatt, Journal du Jura NZZ BusinessCombi Mon–Sat 147,656 6.0 372 60 40 30,080 30,080 80.78 80.78 Neue Zürcher Zeitung (CH), Le Temps

Italian part 100.0 293 49 51 BiTop Ticino Mon–Sat 79,650 59.8 175 51 49 10,504 16,356 59.86 93.21 Corriere del Ticino plus (Corriere del Ticino/Giornale del Popolo), la Regione

Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland; 1 Distributed circulation (print+replica), certified by WEMF/KS;2 20% combi discount by booking both titles in consecutive editions; 3 20% combi discount on print, 30% on online (Maxiboard fix);4 Total Audience 2015-2: net reach cumulated from MACH Basic 2015-2 and NET-Metrix-Profile 2015-1 (UUpD, weboffer users per day.) Sources: MACH Basic 2015-2; WEMF circulation bulletin 2015; publishers declaration. TELEVISION 20

Coverage CH de-CH fr-CH it-CH Persons in TV-households 1 1000 7317 5172 1806 339 Universe TV-households 1 1000 3324 2369 797 158 Homes with 1 TV 2 % 93 92 94 95 Cable connection 2 % 60 64 51 48 IPTV 2 % 34 29 45 43 Satellite dish 2 % 10 12 6 11 Sources: 1 TV panel Mediapulse 2015 (persons 3+). 2 Mediapulse Establishment Survey 2014.

Advertising possibilities and general frameworks Price criteria Depending on the following criteria: season, time of broadcast and programme environment, length, number of viewers, CPT of the target group, etc. Nonlinear pricing 20/30 sec. commercial as a neutral basis f. analysing prices of sev. market pr. Offers Classic commercials in the form of TV spots with no given spot length, long spots, mono-block, reminder spots and special forms such as powerbreaks, event spots, sponsorship with billboards, etc. Prohibited advertising Advertising for tobacco, alcoholic beverages (except wine and beer), over-the- counter medicines, political and religious advertising, etc. Time of advertising Daytime 02:00 to 16:59 h, access 17:00 to 18:59 h, primetime 19:00 to 22:59 h, late 23:00 to 01:59 h.

National channels Reach/day 1 MS 1 Price CPP, 20" CPP, 20" % % sec. 2 15–49 3 15–59 4

German part of Switzerland (universe 4,559,000, 15+) SRF 1 43.4 20.05 111.83 2727.– 1749.– SRF zwei 28.3 9.55 26.30 1883.– 1657.– SRF info 17.1 1.83 19.15 1991.– 1681.– Tele Regio Combi 14.2 1.79 100.52 1886.– 1558.– TeleZüri 7.5 0.90 82.07 1970.– 1907.– 3plus 8.1 1.79 26.00 1778.– 1631.– 4plus 4.6 0.7 24.40 1511.– 1446.–

Foreign channels Kabel eins CH 9.3 1.85 17.00 1729.– 1540.– Pro Sieben CH 13.3 3.57 64.60 2018.– 2333.– RTL CH 18.1 6.00 68.30 2099.– 1983.– RTL II CH 11.8 2.84 30.60 1703.– 1744.– Sat.1 CH 13.7 4.09 39.00 1964.– 1842.– Super RTL CH (20:15–23:00),5 4.9 0.64 11.41 5,1399.– 5,1389.– VOX CH 12.0 3.63 32.90 1761.– 1526.–

French part of Switzerland (universe 1,562,000, 15+) RTS Un 48.3 20.95 59.02 1016.– 679.– RTS Deux 26.3 6.77 6.61 719.– 589.– TF 1 CH 30.6 11.47 49.12 788.– 628.– M6 CH 25.1 8.94 57.10 816.– 737.–

Italian part of Switzerland (universe 300,000, 15+) RSI LA 1 56.6 22.61 14.13 113.– 93.– RSI LA 2 35.9 7.86 3.61 107.– 98.– 1 Mediapulse TV panel, 1rst sem. 2015 (24h, Mon-Sun), persons 15+ (guests incl.), Overnigth 7+; 2 Ø Rates 1rst sem. 2016 CHF, 15+, Ø 24 h, gross, excl. VAT; 3 Pricing target group 15 to 49, 1rst sem. 2016, Ø 24 h, gross; 4 Pricing target group 15 to 59, 1rst sem. 2016, Ø 24 h, gross. Sources: www.mpgruppe.ch; MediaWizzard. TELEVISION – DIGITAL ADVERTISING DISPLAYS 21

Regional TV channels Universe Reach per day 1 Price sec. 2 Reception (Values in the licence area) persons 3+ 1000 persons % area 3

German part of Switzerland TeleBärn 1,198,900 93.2 7.8 76.00 BE/SO/FR Telebasel 508,000 60.0 11.8 30.75 BS/BL/AG Tele M1 1,146,000 103.7 9.1 68.– AG/SO Tele 1 854,000 50.9 6.0 59.– LU/ZG/SZ Tele Top 1,596,000 30.7 1.9 23.– ZH/TG/SH TSO (Tele Südostschweiz) 268,000 16.3 6.1 20.– GR/SG/GL TVO (Tele Ostschweiz) 586,000 36.2 6.2 41.– SG/AR/AI

French part of Switzerland Canal 9 (fr/de) 342,000 26.9 7.9 30.– VS/VD Canal Alpha 335,000 33.8 10.1 25.– NE/JU La télé 928,000 37.0 4.0 27.– VD/FR Léman bleu 475,000 29.3 6.2 30.– GE/VD TeleBielingue (fr/de) 251,000 15.1 6.0 24.– BE/SO/FR

Italien part of Switzerland TeleTicino 339,000 57.0 16.8 7.50 TI

1 Mediapulse TV panel, 1rst sem. 2015, persons 3+ (guests incl.) ; 2 Ø Rates 2nd sem. 2015 in CHF, excl. VAT; Rate example before/after News; 3 Main reception area. Sources: Mediapulse AG Belcom AG Goldbach Media AG Publisuisse mpgruppe.ch belcom.ch goldbachmedia.ch publisuisse.ch

DOOH (Digital Out-of-home) gross r./w reach/w GRP/w OTS rate 10” 10”-CPM Touchpoint 1000 % % week gross Amscreen BP 74 1.0 1.46 1.46 1,856 25.00 Amscreen Socar 48 0.6 0.95 1.58 1,211 25.00 Aperto Shops 92 3.0 1.80 0.60 2,024 22.00 CanalPoste 303 5.9 5.95 1.01 8,158 26.88 Media Markt 172 2.8 3,37 1.20 3,437 20.00 melectronics 326 3.6 6.39 1.77 6,514 20.00 Migrol/Shell gas pump 273 4.0 5.35 1.22 6,827 25.00 migrolino 193 7.7 3.78 0.49 4,243 22.00 Neo Shoping Centers 615 2.5 12.10 4.83 45,710 74.33 Tamoil gas pump 72 0.7 1.41 2.02 1,803 25.00 TPG Pub (public transport) 736 4.3 14.44 3.36 16,360 22.22 Valora Shops 160 3.5 3.13 0.90 3,992 25.00 Rates 2015 in CHF, excl. VAT. Univers: D/F-CH, Online population 5.098 mio., 15-74 years. Source: GfK-Study «DOOH Audience Measurement 2015»; Goldbach Media AG; www.igdooh.ch.

Other digital advertising displays locations screens gross r./w rate 10” 10”-CPM Network CH 1000 week gross Digital Shopping Media 7 41 452 15,689 34.70 Healthcare and Beauty Channel 450 450 630 6,466 10.75 Lobby cinema − Cine Ad Screens 21 380 77 2,688 35.00 Rates 2015 in CHF, excl. VAT. Source: providers declaration; clearchannel.ch; excommedia.ch; werbeweischer.ch. INTERNET – ONLINE 22

Internet users (Switzerland/CL) Universe BA 1 Structure Affinity- NA 2 Structure Affinity- 1000 1000 % Index 1000 % Index Total 6487 5670 100.0 100 5363 100.0 100 Men 3203 2918 51.5 104 2807 52.3 106 Women 3284 2752 48.5 96 2556 47.7 94 14 to 19 years 521 515 9.1 113 513 9.6 119 20 to 29 years 980 973 17.2 114 959 17.9 118 30 to 39 years 1045 1034 18.2 113 1003 18.7 116 40 to 49 years 1234 1182 20.8 110 1134 21.1 111 50 years + 2707 1966 34.7 83 1754 32.7 78 1 Broadest audience (BA): people who used Internet at least once in the past 6 months; 2 Narrowest audience (NA): people who used Internet once per week or more. Source: NET-Metrix-Base 2015-1.

Websites UUpW 3 Time spent UUpM 4 Time spent CPM 5 % 1000 h:min % 1000 h:min de-CH (universe 4,201,000) 20min.ch (de-CH) 34,9 1465 1:11 49,7 2090 3:44 30.– Blick Online 29,9 1258 1:10 46,4 1948 3:23 30.– tagesanzeiger.ch 13,5 568 0:31 26,0 1092 1:13 30.– Neue Zürcher Zeitung 11,1 467 0:16 24,0 1008 0:34 45.– Blick am Abend 9,8 411 0:08 19,8 831 0:18 40.– watson.ch 6,0 254 0:20 13,8 581 0:40 35.– Nordwestschweiz Netz 5,4 228 0:15 13,4 562 0:27 20.– bernerzeitung.ch 4,2 175 0:24 9,4 396 0:49 40.– baslerzeitung.ch 3,7 157 0:32 8,1 340 1:08 39.– Beobachter.ch 3,4 143 0:04 10,6 445 0:06 50.– cash.ch 3,1 130 0:40 6,2 262 1:29 45.– St. Galler Tagblatt.ch 2,8 119 0:08 7,3 305 0:15 35.– Luzernerzeitung.ch 2,7 113 0:17 6,0 253 0:34 35.– Schweizer-Illustrierte.ch 2,6 108 0:05 7,5 315 0:07 50.– fr-CH (universe 1,361,000) 20min.ch (fr-CH) 27,3 372 1:06 46,0 626 2:57 35.– LeMatin.ch 15,4 210 0:38 30,0 409 1:28 35.– 24heures.ch 10,5 142 0:17 22,5 306 0:37 35.– Tribune de Genève 9,6 130 0:26 21,3 290 0:52 35.– Le Temps 5,3 72 0:12 14,0 190 0:21 40.– Le Nouvelliste 4,0 55 0:22 10,3 140 0:40 25.– it-CH (universe 244,000) tio.ch (20min.ch it-CH) 39,6 97 1:05 57,0 139 3:23 40.– ticinonews.ch 17,3 42 0:52 31,3 76 2:08 50.– Corriere del Ticino 14,0 34 0:22 27,4 67 0:50 40.– Il Caffè 6 40.–

3 Unique User per Week: people who used a website at least once within a week; 4 Unique User per Month: people who used a website at least once within a month; 5 Rectangle 300 x 250 pixel, Run of site; Rates 2nd sem. 2015 in CHF, excl. VAT. 6 No NET-Metrix-Profile data for 2015-2. Evaluation NET-Metrix-Audit 11-2015: Unique Clients: 16,000; Visits: 26,906; Page impressions: 62,899. Sources: NET-Metrix-Profile 2015-2; Goldbach Audience (Switzerland) AG, www.swissmediatool.ch. INTERNET – ONLINE 23

Mobile Internet Use (Mobile-Sites/-Apps) Unique Clients Visits Page Impr. Access to 1000 1000 1000

Mobile-Sites de-CH 20 Minuten 1,826 9,519 38,130 Basler Zeitung 219 807 3,209 Berner Zeitung 224 640 2,619 Blick Online 1,966 18,998 249,155 Blick am Abend 743 3,095 9,843 Neue Zürcher Zeitung 1,101 3,426 7,233 Tages-Anzeiger 835 3,475 15,610 watson.ch 970 3,236 16,842 fr-CH 20 Minutes 815 3,746 10,004 24 Heures 380 989 3,172 Le Matin 722 3,248 14,586 Le Temps 373 876 1,228 Tribune de Genève 453 1528 5,291

Mobile-Apps (Group) de-CH 20 Minuten 1,548 55,227 654,285 Basler Zeitung 63 1,450 8,830 Berner Zeitung 39 813 2,916 Blick News 373 14,517 244,085 Blick am Abend 67 829 9,938 Neue Zürcher Zeitung 115 1,700 9,239 fr-CH 20 Minutes 488 18,377 204,818 24heures 80 1,320 6,510 Le Matin 185 6,293 56,792 Tribune de Genève 82 1,555 7,443 Source: NET-Metrix-Mobile (Interview periode November 2015).

Crossmedia (Press and Web offer) Press title Web Reach cum. Press & Web Performance in 1000 cRR 1 UUpD 2 Gross reach Net r. 20 Minuten c. ed. 20min.ch – D/F-CH, tio.ch 2,090 1,105 3,195 2,770 Blick, Blick a.A. c. ed., So-Blick Blick Online, Blickamabend.ch 1,537 705 2,242 1,996 So-Blick Blick Online 704 656 1,360 1,255 Blick Blick Online 663 656 1,319 1,217 Blick am Abend c.ed. Blickamabend.ch 669 95 764 750 Schweizer Illustrierte schweizer-illustrierte.ch 713 29 742 737 Tages-Anzeiger tagesanzeiger.ch 457 205 662 625 az Nordwestschweiz c.ed. Nordwestschweiz Netz 376 47 423 414 NZZ (CH) NZZ Online 274 143 417 402 BZ/Bund c. ed. Newsnet Bern 339 82 421 398 Neue Luzerner Ztg. Luzernerzeitung.ch 294 31 325 315 Le Matin (Mon-Sat) leMatin.ch 296 121 417 389 24 Heures c. ed. 24heures.ch 175 67 242 228 Tribune de Genève tdg.ch 120 71 191 179 Le Temps letemps.ch 102 13 115 114 Corriere d.T. p. + Replica cdt.ch 125 18 143 135 1 cRR: MACH Basic 2015-2, Press title users; 2 UUpD: NET-Metrix-Profile 2015-1, Weboffer users per day. Source: Total Audience 2015-2, Universe: D/F/I-CH, age 14+. CINEMA – ADSCREENS IN PUBLIC TRANSPORTS 24

Advertising film Screens Ø Visitors Ø Rate per week p/week 1" 1 30" 1

Geo-Focus / National Pools Swiss-German part 328 182,585 2,191 65,730 Swiss-French part 138 85,568 1,026 30,804 Swiss-Italian part 18 8,461 101 3,045 Total Switzerland 484 276,614 3,319 99,581

Key cities (without conurbations) Basle 21 13,540 162 4,874 Berne 32 22,448 269 8,081 Biel 21 10,775 129 3,879 Geneva 38 27,540 330 9,914 Lausanne 26 23,081 276 8,309 Lucerne 21 18,760 225 6,753 St. Gallen 31 18,843 226 6,783 Zurich 60 43,548 522 15,677

FilmFocus / IndividualFocus Contacts FilmFocus 30" 2 IndividualFocus 30" 3 from 100,000 58,507 52,018 from 250,000 139,408 128,440 from 500,000 275,976 265,222

CineFix¦CF / CineSound¦CS / CineMotionEasy¦CME / CineMotion¦CM CF CS/CME CM Costs/4 weeks 7" no tone 10" 4 15" with t. Swiss-German part 65,052 92,932 139,492 Swiss-French part 30,659 43,798 66,085 Swiss-Italian part 3,129 4,470 6,706 Total Switzerland 98,841 141,201 212,282 Rates 2016 in CHF gross, excl. VAT. 1 CPT GeoFocus: 12.00/sec; 2 CPT FilmFocus: 17.90/sec; 3 CPT Individual Focus: 17.00/sec; 4 no animated with ton or animated no ton. Souce: WerbeWeischer Schweiz GmbH, www.werbeweischer.ch.

AdScreens in public transports Screens Vehicles Gr. r/day Rate 10” Rate 10” Traffic network − public transport 1000 p/day p/week Total Switzerland 3,242 2,228 1,133 9,280 52,642 Berne 400 314 161 1,700 10,755 Basle/Mittelland 938 557 286 3,510 22,131 Eastern part 706 505 291 2,770 17,478 Central part 303 219 75 920 5,796 Grisons 334 305 80 740 4,698 Valais 136 123 43 470 2,997 French part 613 329 241 3,040 19,161 Ticino 60 60 24 260 1,683 Rates 2016 in CHF, excl. VAT. Sources: Transport Services declaration; passengertv.ch. RADIO 25

Station Region Time slot Net reach 1 Canton Ø-Price per sec. (mo–fr) in the linguistic area prime time 2 normal % 1000

German part of Switzerland (universe 4,830,000) Argovia AG 33.89 32.08 4,3 207 Basilisk BL/BS 24.11 23.04 2,5 118 BeO BE Oberland 17.67 16.15 1,6 75 Bern 1 BE 20.33 20.15 2,1 103 Canal 3 (de) BE Seeland 9.72 9.40 0,7 31 Central Zentralschweiz 24.78 23.92 4,3 208 Energy Basel BS/BL 20.67 20.00 2,3 109 Energy Bern BE 24.78 23.54 2,3 110 Energy Zürich ZH 36.78 34.62 5,5 266 FM 1 SG/AI/AR/TG 30.40 29.67 4,8 233 Freiburg (de) FR 8.74 8.67 0,9 43 Munot SH 9.07 8.71 0,7 33 Neo 1 BE/LU 6.92 6.63 0,9 42 Pilatus LU/ZG/NW/OW 33.06 31.58 4,3 205 Planet 105 ZH 13.72 12.50 1,5 71 Radio 1 ZH/GL/SH 21.78 21.38 2,4 118 Radio 24 ZH/GL/SH 39.67 37.77 5,7 274 Radio 32 SO 23.89 23.38 2,7 131 Radio Südostschweiz GR 20.83 20.50 1,9 90 Radio Top ZH/SG/TG/SH 27.33 26.77 3,2 156 Rottu VS 10.01 9.73 0,8 37 Sunshine ZG/SZ/LU 17.78 16.85 2,3 111 Zürisee ZH/GL/SH 27.00 25.62 4,3 207

French part of Switzerland (universe 1,608,000) Canal 3 (fr) BE Seeland 6.03 5.99 0,3 4 Chablais VS 12.96 12.61 3,1 50 Fribourg (fr) FR 18.87 17.99 4,2 68 Lausanne FM VD/GE 26.94 25.81 7,3 117 One FM GE/VD 24.67 22.77 6,2 100 RFJ – Fréquence Jura JU/NE 11.83 11.32 JPA–BNJ Pool Rhône FM VS 16.09 15.74 3,8 61 RJB – Jura Bernois JU 7.75 7.59 JPA–BNJ Pool Rouge FM VD/GE 27.00 25.46 7,0 112 RTN NE 18.26 17.43 JPA–BNJ Pool Yes FM GE/VD 13.11 12.62 4,0 65

Italian part of Switzerland (universe 304,000) Fiume Ticino TI 6.20 6.20 11,4 35 Radio 3i TI 8.20 8.20 18,4 56

Pools JPA–BNJ Pool (RFJ¦RJB¦RTN) JU/NE 32.17 30.89 7,5 121

Rates 2016 in CHF, excl. VAT; 1 Mediapulse Radio panel, first 6 month 2015, mon–sun, 24 h, p. (15+). 2 Primetime: Ø 06:00–08:59 ¦ 11:00–13.59 ¦ 16:00–18.59. Sources: www.mediaprogmbh.ch, www.mpgruppe.ch. OUT-OF-HOME – POSTERS 26

APG|SGA Net City F12 Net Citystar F200L 7 days 7 days 15 most important Cities 15 most important Cities

Panels Reach % Contact Rate Panels Reach % Contact Rate CC 3 1 sum gross CC 4 2 sum gross Geneva 60 70 2,089,200 23,150 69 80 3,775,800 38,500 Lausanne 36 72 1,076,300 13,950 50 81 2,513,000 27,150 Neuenburg 17 68 444,600 4,700 19 74 684,400 6,900 Freiburg/Fribourg 18 63 343,900 5,200 22 76 814,800 9,050 Sitten/Sion 14 63 234,900 3,450 20 59 250,400 5,150 Lucerne 31 72 968,800 10,900 44 85 2,178,100 20,550 Zoug 17 64 311,200 5,150 20 69 450,500 7,100 St. Gallen 27 75 783,600 9,700 28 72 1,029,100 12,800 Chur 14 81 266,500 3,550 16 85 480,200 5,450 Basle 59 67 1,395,300 20,300 80 83 3,283,700 40,300 Berne 40 65 1,140,100 14,750 51 74 1,918,800 27,950 Schaffhausen 16 68 395,300 4,300 16 67 532,500 5,850 Winterthur 33 63 553,800 10,350 35 75 992,800 15,200 Zurich 102 60 2,517,700 38,550 120 77 4,930,500 63,550 Lugano 17 80 522,200 4,900 19 88 979,100 8,150 Rates 2016 in CHF, excl. VAT; Target area: major urban areas; persons (15+); Rates based on SPR+ performance values; All nets F12, F200 and F200L (backlit posters) APG|SGA can be booked 7, 14 or 21 days; 1 Contact class 3: min. 3 weighted campaign contacts per week in the target area; 2 Contact class 4: min. 4 weighted campaign contacts per week in the target area. Source: APG|SGA Partner- & Product Management, www.apgsga.ch

Clear Channel F12 7 days 14 days F200 7 days 14 days Zurich 120 49,715 80,733 60 21,420 35,596 Basle,3 20 7,720 12,374 20 7,458 12,249 Berne,3 25 10,557 17,253 20 7,693 12,740 Geneva and urban area,3 40 17,399 28,588 – – – Lausanne and urban area,3 40 17,477 28,722 30 11,867 19,633 Lucerne and urban area 30 13,627 22,586 20 8,246 13,814 Winterthur 30 12,255 19,905 20 7,530 12,417 St. Gallen 24 9,123 14,569 20 7,043 11,445 Ticino 40 16,195 26,253 – – – Rates 2016 in CHF; 3 Alcohol and tobacco adv. not allowed. Source: Clear Channel Schweiz AG, www.clearchannel.ch.

SBB RailPoster Contact Rate Rate Rail network No. RP 4 sum 5 14 days 28 days SBB long distance services (IC/ICN/IR) 600 24,775 55,707 95,241 S-Bahn Zurich 400 29,424 37,138 63,494 S-Bahn Basle 75 8,077 6,963 11,905 S-Bahn Eastern part 75 9,689 6,963 11,905 S-Bahn Zug/Lucerne 90 7,217 8,356 14,286 S-Bahn Grisons 75 2,485 6,963 11,905 S-Bahn Vaud 50 5,991 4,642 7,937 S-Bahn Geneva 45 3,102 4,178 7,143 S-Bahn Ticino 75 3,089 6,963 11,905 Rates 2016 in CHF, excl. VAT. 4 RailPoster 65x31 cm, by 50% occupancy; 5 Cs in mio./month for 3 contacts per journey and 50% occupancy; based on the SBB RailPoster use study 2014. Source: www.sbb.ch/en/railposter. DIRECT ADVERTISING 27

Unadressed direct mail advertising CH de-CH fr-CH it-CH Rate per Rate H/holds % % % 1000 1 total 1 Private locations – A-locations (city) 503,891 57,1 39,9 2,9 88.00 44,342 – B-locations (conurbation) 1,144,872 71,6 22,1 6,3 98.00 112,197 – C-locations (rural) 18,742 97,5 2,5 – 118.00 2,212 Post-locations Standard p. (rural) 338,055 65,1 29,2 5,8 Ø 156.22 52,811 Total Switzerland 2,005,560 67,1 27,6 5,3 Ø 105.21 211,562 Rates 2015 in CHF, excl. VAT; 1 Printed matter 1 to 25g and up to formats 250 × 353 × 20 mm. Source: DMC, www.dm-company.ch.

PromoPost Unaddressed direct advertising delivery by the Swiss Post. PromoPost Standard / Standard plus: delivery nationwide 5 times a week together with addressed mail. PromoPost Selective: delivery to let- terboxes and P.O. boxes, business customers, single-/multi-family homes, farms. PromoPost Saturday Delivery.

List prices Standard/Standard Plus A-location B-location C-location Weight 1–25 g 127.50 137.50 157.50 Up to every further 25 g 20.– 20.– 20.– Rates 2016 in CHF, excl. VAT; Specifications per 1000 items (up to format B4, 20 mm thick and 500 g weight). Source: Die Schweizerische Post, PostMail, www.swisspost.ch/promopost.

Addressed direct mail advertising

Company addresses Target group addresses CHF 850.–/p.m. (company name, post. address, trade code) Company profiles CHF 1860.–/p.m. (Target gr. address + named contact, job titles, company size, etc.)

Number of addresses CH de-CH fr-CH it-CH Drugstores and pharmacies 1,999 1,130 702 167 Wholesalers 93,426 63,385 20,380 9,661 Crafts 122,176 91,740 24,687 5,749 Manufacturing companies 67,808 54,912 10,269 2,627 Hotels and restaurants 46,744 30,589 12,854 3,301 Doctors 44,001 34,189 8,519 1,293 Graphic designers, graphic design studios 4,840 3,371 1,208 261

Company addresses with decision-makers CEO / Owner and manager 500,522 354,738 116,021 29,763 Purchase manager 82,113 62,672 16,374 3,067 Financial manager 150,422 115,921 28,335 6,166 Marketing director/advertising director 145,857 112,620 27,269 5,968 Sales director 138,314 106,501 26,025 5,788 Women managers 217,763 158,136 47,896 11,731

Private addresses (from CHF 150.– to 400.–) Women (adult) 2,697,574 2,016,780 592,415 88,379 Men (adult) 2,642,110 1,998,704 559,150 84,256 E-mail adresses women 1,031,767 883,588 129,285 18,894 E-mail adresses men 1,202,063 1,027,091 152,214 22,758 Occupants of single-familiy houses 1,907,280 1,470,943 373,892 62,445 Apartement owners 272,885 246,893 18,556 7,436 Rates 2016 in CHF, excl. VAT, per 1000 addresses; for unlimited use within 12 months. Schober Information Group (Schweiz) AG, www.schober.ch or www.adressenonline.ch. OFFICIAL SWISS MEDIA STUDIES 28

MACH Basic 2015-2 MACH Consumer 2015

Universe CH/CL 6,487,000 persons (14+) CH/CL 6,487,000 persons (14+) de-CH 4,668,000 72.0% de-CH 4,668,000 72.0% fr-CH 1,525,000 23.5% fr-CH 1,525,000 23.5% it-CH 293,000 4.5% it-CH 293,000 4.5%

Sample selection Two-stage, structured according to phone The structure of the MACH Consumer sample numbers and geographically stratified random corresponds to that of the MACH Basic. After selection of phone numbers. a first wave of the interview (MACH Basic) the 1st stage: Random selection of households interviewees will decide whether to answer (incl. unregistered landline and mobile phone a written questionnaire about consumption numbers).. habits or not. 2nd stage: Random selection of one or more One to two days after the MACH Basic target persons per household, depending on the telephone interviews, the survey material will size of the household. be delivered.

Sample size CH/CL 19,420 interviews (weighted) CH/CL 9,279 interviews (weighted) de-CH 13,976 de-CH 6,678 fr-CH 4,565 fr-CH 2,181 it-CH 879 it-CH 420 (cumulative interviews MACH-Consumer survey years 2014 and 2015).

Interviewing Two-stage interview in the area’s official Swiss Written interviews following the MACH Basic technique language (Ger, Fr, It): interview. Phase 1: Phone-based recruitment interview; Phase 2: Main interview: phone interview with For the publication of consumer data, two people who do not use the Internet (CATI); survey years are combined. Internet users: random allocation to interview modes CATI or CAWI (50:50).

Questionnaire Personal characteristics The survey includes the following topics: – Sex, age, level of education, residence, – Activities/hobbies/education/courses place of work, interest sectors – Beverage Data on employment – Directories/IN-publications – Employment, independent or employed – Cars/mobility/travel – Position/profession, workplace – Fashion/clothes Household characteristics – Finances/insurance/health insurance – Size and composition of the household – Food/cooking/nutrition – Household income, people with income – Health/body care/cosmetics – Housecleaning/homecare products – Household appliances – Housing/furnishing/do-it-yourself – Information attitudes/advertising/directories – Products for children/pets – Shopping habits – Smoking

Media About 320 newspapers, magazines, combina- About 160 newspapers, magazines, combinations of titles and complete editions tions of titles and complete editions

Interview period April 14 to March 15 Socio-demographic/media: 04/14 to 03/15 Consumer data: 04/13 to 04/15

Published October 2015 October 2015 (next publication: April 2016) (next publication: October 2016)

Source/issuer WEMF AG, www.wemf.ch WEMF AG, www.wemf.ch OFFICIAL SWISS MEDIA STUDIES 29

MA Leader 2015 MACH Radar 2015

Universe Leaders 436,000 executives CH 6,487,000 persons (14+) de-CH: 76.3%, fr-CH: 23.7% de-CH 4,668,000 72.0% Top-leaders 151,000 executives fr-CH 1,525,000 23.5% de-CH: 75.0%, fr-CH: 25.0% it-CH 293,000 4.5%

Sample selection 1. Potential leaders are selected via an In terms of methodology, the MACH Radar address pool which is tailored to the overall study is based on the MACH Basic and MACH population and supplemented by randomly Consumer studies. Socio-demographic, generated addresses. geographical, media and consumer information 2. Leaders: minimum annual income is taken over from MACH Consumer and CHF 100,000. completed with the Radar psychograph from 3. Top leader: minimum annual income CHF DemoSCOPE. The latter is performed as part of 140,000, Executive superior function. the MACH Basic CATI/CAWI interviews using a psychographic test.

Sample size Leaders 3,249 interviews (weighted) CH/CL 9,279 interviews (weighted) de-CH: 2,479, fr-CH: 770 de-CH: 6,678, fr-CH: 2,181, it-CH: 420 Top-leaders 1,125 interviews (weighted) (cumulative interviews MACH-Consumer/ de-CH: 844, fr-CH: 281 MACH Radar survey years 2014 and 2015)

Interviewing Two-stage interview. Screening interview: MACH Basic: phone/online interviews technique Search for people who meet the leader MACH Consumer: written interviews definition criteria (selection questions: profes- MACH Radar: psychographic test in context sional group, income; mailing questions: postal of the MACH Basic interview address, e-mail address). Main interview: Once the leader selection has successfully been made, the link for completing the online questionnaire within the specified timeframe is sent out by e-mail.

Questionnaire – Print quantitative (extended user circle, Personal characteristics reach) and qualitative data on the use of – Psychographic profile 25 print media titles – Socio-demographics (age, sex, – Internet: Broadest audience (BA) and Narrow life phase, etc.) audience (NA), frequency of use, use of – Consumer data according MACH Consumer Internet/Web offers and Apps Media – Function of different media – Print media, approx. 100 newspapers, – Date on operating and professional domain magazines and combinations of titles – Professional decision-making authority Analysis options – Business investment intents – precise psychological definition of target – Travel activities and training groups – Socio-demographic characteristics – analysis of 500 brands and 20 consumer – Living situation, special interests sectors in terms of usership data – Possession of and intention to purchase luxury goods –Shopping attitudes – Statements of financial investments and investment behavior

Interview period September to December 2014 Socio-demographic/media: 04/14 to 03/15 Consumer data: 04/13 to 04/15 Psychographics: 04/14 to 03/15

Published April 2015 October 2015 (next publication: Spring 2017) (next publication: Autumn 2016)

Source/issuer WEMF AG, www.wemf.ch WEMF AG, www.wemf.ch OFFICIAL SWISS MEDIA STUDIES 30

Mediapulse TV panel Mediapulse Radio panel

Universe CH 7,317,000 persons (3+) CH 6,773,000 persons (15+) de-CH 5,172,000 70.7% de-CH 4,830,000 71.3% fr-CH 1,806,000 24.7% fr-CH 1,608,000 23.7% it-CH 339,000 4.6% it-CH 304,000 4.5% CL 31,000 0.5%

Sample selection Representative selected panel-households (ran- Representative, random/quota. dom/quota) equipped with a TV and computer.

Sample size de-CH 1,000 households 26,052 panellists aged 15 and above, twice a fr-CH 600 households year in Switzerland and CL, during 7 days and it-CH 270 households with measuring checks (watch) = 369,380 days Ø 2.2 persons per household of measurement, twice a year.

Interviewing Measurement of live and delayed TV usage Method of electronic measurement in technique (+7days) by means of a PeopleMeter installed 20-second intervals of estimated radio use, on the television set based on the “audiomatch- devices used, etc. ing” principle (recognition of TV channel by – de-CH 650 persons comparison of audio tracks in panel household – fr-CH 252 persons with those in all the channels referenced by – it-CH 100 persons the evaluation centre). In addition, TV consump- – rm-CH 16 persons tion on all fixed and mobile computers in the – CL 10 persons household (laptops, desktops) is assessed using …wearing a Mediawatch twice a year for 7 the the VirtualMeter software. consecutive days.

Interview period Daily (24 hours) Daily (24 hours)

Source/issuer Mediapulse AG für Medienforschung Mediapulse AG für Medienforschung www.mediapulse.ch www.mediapulse.ch

MA Strategy – Basic/Consumer 2015 MACH Cinema – Basic/Consumer 2015

Purpose of the Inter-media study Switzerland. The MA Strat- MACH Cinema is part of the MACH research study egy offers indications to the following media: system, but is produced as a separate intra- Print, Cinema, TV, Radio, Out-of-home, Vide- media study for the cinema sector (two issues otext, Internet (web offers), Directories, Direct are published): mail and make the planning and optimisation MACH Cinema Basic with all the target of the media-mix in an easy-to-use format pos- group characteristics of MACH Basic as well sible. The measuring unit is the “RUS Regular as contact totals and weekly coverage of the usership”, namely those people who use a cinema pools. given medium with a given frequency. MACH Cinema Consumer which also includes all the target group characteristics of MACH Consumer.

Sample selection All data for all media and target groups are Linking of sales and survey data from taken from the MACH Basic and the MACH – Number of cinema visits per person and Consumer. The usage data of the participating location in the past 6 months from the MACH web offers are collated under the NET-Metrix- basic survey Profile study and merged into the MA Strategy – ProCinema’s ticket sales statistics Basic data.

Interview period see MACH Basic/MACH Consumer see MACH Basic/MACH Consumer ProCinema statistics (Ø 2012−2013−2014)

Publication yearly, November yearly, October

Source/issuer WEMF AG, www.wemf.ch WEMF AG, www.wemf.ch OFFICIAL SWISS MEDIA STUDIES 31

NET-Metrix-Base NET-Metrix-Audit

Purpose of the NET-Metrix-Base supplies basic data on the The usage data (traffic) of over 200 web offer study size and structure of Internet users in Swit- and networks are gathered, certified and zerland and Liechtenstein. This study covers published as part of the NET-Matrix-Audit, in socio-demographic characteristics and contains line with international standards. The traffic information relevant to Internet use, such as includes the use of the entire web offer incl. Internet user groups, location and frequency of all measured elements such as mobile sites Internet use and the use of Web offers, etc. and apps.

Trend module: NET-Metrix-Base is supplement- The NET-Metrix-Audit publication comprises ed with current trend data on use of mobile the following traffic key values: unique clients devices, social media and streaming offers. (devices/browsers/apps), visits, use time and page impressions.

Interviewing The results are based on some 19,000 annual Script-based measurement (SZM tag/scalable technique phone and online interviews (CATI/CAWI) and central measurement process) which records are representative of those members of the and counts the requests on a Web offer in population who are over the age of 14 and real time and allows an exact evaluation to living in private households in Switzerland and be made. Liechtenstein.

Interview period continuous continuous

Publication twice a year monthly http://net-metrix.ch/produkte/net-metrix-base/ http://netreport.net-metrix.ch/audit/ publikation

Source/issuer NET-Metrix AG NET-Metrix AG

NET-Metrix-Profile NET-Metrix-Mobile

Purpose of the NET-Metrix-Profile gives a detailed picture The usage data (traffic) of over 100 mobile study of user structures (socio-demographic and offers and networks are gathered, certified and other target group information) and the most published as part of NET-Metrix-Mobile in the important performance data for over 100 web form of mobile sites and apps. offers, 60 mobile offers and 15 networks. The data lend themselves to target group analyses The mobile publication is an independent, and provide the basis for planning online not-for-profit study and comprises the following advertising campaigns. traffic key values: unique clients (devices/ browsers/apps), visits and page impressions.

Interviewing User details of NET-Metrix-Audit, completed Script-based measurement (SZM tag/scalable technique by 25,000 onsite interviews each survey wave. central measurement process), based on the NET-Metrix-Audit study.

Interview period continuous continuous

Published twice a year monthly http://netreport.net-metrix.ch/profile/ http://netreport.net-metrix.ch/mobile/

Source/issuer NET-Metrix AG NET-Metrix AG MEDIA TERMS 32

Affinity:Degree of suitability of a title to cover a Net reach: The sum of contacts in the audience of a target group. Ratio of the reach within the target media that is reached at least once during a specific group to the total readership of a title. period of time.

Broadest readership (BRS): .All surveyed persons Intramedia comparison: Performance comparison who have read or glanced through at least one issue of the same media type regarding reach, contacts, of a publication over a given time. costs, etc.

CATI: Computer assisted telephone interviewing. MS: Market share.

CAWI: Computer assisted web interviewing. Media Selection: Selection of media, based on media analyses and supported by system evaluations. Cost-per-point (CPP): Cost of reaching 1% of the target group calculated on basis of 30 sec. Opportunity to see (OTS): A measure of the number commercials. of chances an average member of the target audience will have of being exposed to an advertisement in an CPT/TCP: Cost-per-thousand readers or thousand- advertising campaign. contacts price based on insertion cost (insertion cost/ readers × 1000). Reach net: Percentage of target persons being reached by an advertising medium. Crossmedia: The coordination of the content and timing of campaigns involving several media. Projection: Reach in absolute figures. Extrapolation of the random sample study to the universe. cRR: calculatet Recent Readership Ranking: Evaluation of individual media by reach, Demographic characteristics: Description of cost/performance ratio, affinity and other criteria. certain properties, mainly of social and economic nature, of persons, e.g. sex, age, income. Readers per copy (RpC): The entire readership of one issue of a title, divided by the print run for Dual readers: Print media-readers who additionally that title. read another publication. Readers per issue (RPI): Calculation of one issue of Evaluation: The assessment of given media plans by a title based on the frequency of the publication. reach, contact costs and other criteria. Representativity: The random sample proportionally External overlapping: Overlapping within usership reflects the population. of two or more media. Sample: Partial sampling of the population. Gross reach: The sum of all of the actual or potential contacts between individuals and a medium. Structure: Composition or segmentation of a universe by subgroups, e.g. composition of the total population Gross rating points (GRP): A measure of advertising by age groups. impact. One rating point is one percent of the audience. Net reach × OTS = GRP. Target group: A group of persons defined by demographic, consumer and lifestyle factors. Intermedia comparison: Performance comparison of different media types regarding coverage, communica- Universe: Totality of all persons represented by the tion, technical and economic criteria. random sample of a study.

Internal overlapping: Reader intersection of several issues of a title. INTERNET/ONLINE GLOSSARY 33

Ad impressions: Ad impressions a measurement NET-Metrix-Base: General Internet usage in the used to count the basic advertising units delivered by broadest and narrowest sense. General use/at work/ a web offer. They indicate the number of times a par- at home as well as individual and socio-demographic ticular advertisement is shown in a specified period. features.

Cost-per-click (CPC): CPC is a pricing model where- NET-Metrix-Profile: This study includes by the amount paid by the advertiser depends on the characteristic features of web offer users such as number of times users click on the advertisement. socio-demographic details, interest in particular topics and Internet usage. Cost-per-lead (CPL): CPL is a pricing model whereby the amount paid by the advertiser depends on the Page impressions: Number of requests to view a number of qualified leads, e.g. when a customer single page of an Internet site. subscribes to a newsletter, requests a catalogue, etc. Preroll ad/Postroll ad: Avertising display connected Cost-per-order (CPO): CPO is a pricing model before or after a video clip. whereby the advertiser pays only if an order is placed in response to the advertisement. Rectangle: A rectangle is a rectangular advertising format. It attracts attention because it is included in CPM/TCP: CPM (cost-per-mille) stands for the content area. cost-per-thousand ad impressions, and TCP for thousand-contact price. Accounting system for banner Run of site (ROS): Run of site means that an advertising. advertisement may appear in any section of the entire website. Expandable ad: Advertising format such as skyscrapers or medium rectangles, which expand when Share of voice (SOV): Share of voice is a unit of the user hovers the mouse over them. measurement that expresses advertising contacts as a percentage of a defined total market. Floating ad/layer ad: Advertisements that appear above the content and disappear after a certain time Skyscraper: Skyscrapers are vertical advertisements. or when the “close” button is activated. These traditional advertising spaces are usually placed on the right-hand side of the website. Frequency capping: Frequency capping restricts the number of times a specific user is shown a particular Targeting: Targeting refers to an advertising strategy advert per unit of time (day, hour, etc.). that aims to reach only a pre-defined target group of users. Landing page: Landing pages are specially designed websites that appear when the user clicks on an Unique client: The number of unique clients cor- online advertisement. responds to the number of PCs (clients) from which a web offer is accessed. Leaderboard: A leaderboard is a horizontal advert that is placed prominently at the top of the page on Unique user (per day/week/month): The number a website. of unique users is the key figure expressing the total number of individuals reached via the Internet. It Microsites: Microsites are themed, independent indicates how many different users viewed an Internet websites used for advertising campaigns. site in a given period.

NET-Metrix: Delivers certified access data Use time: Average duration of a visit to a web offer. (page impressions, visits, use time, unique clients) in relation to web offers. Visits: Connected activity by a visitor to a web offer. A visit is considered to have ended if no activity has NET-Metrix-Audit: Measures «unique user» reach as taken place for 30 minutes. a basis for media planning. MAP OF WEMF REGIONS 34 35

Schaffhausen 42

Kreuzlingen Basel Romanshorn Frauenfeld Amriswil Arbon Brugg Winterthur 44 Rorschach Liestal 43 Heerbrugg-Altstätten Baden Wil Lenzburg 31 Zürich Pfäffikon Uzwil St. Gallen Aarau Delémont Olten Wohlen 32 Zofingen Wetzikon Rüti 26 14 41 Grenchen Langenthal Jona Solothurn Zug Rapperswil 24 Pfäffikon-Lachen La Chaux-de-Fonds Biel Buchs 61 Luzern Einsiedeln Neuchâtel Burgdorf 33 21 Le Locle Schwyz 27 28 13 34 Bern Stans Chur 25 Fribourg Thun Yverdon Davos 12 15 Interlaken 29

Lausanne 22

11 Vevey Montreux 51 23 Sierre Monthey Brig Sion Visp Bellinzona Genève Locarno 16 • Cities Martigny Urban areas Lugano

Mendrisio

Chiasso

Regions and Economic areas Inhabitants/Households 1 French part 24 Zug 4 Eastern plateau Inhabitants Private hh Inhab./hh 11 Geneva 25 Uri, Schwyz 41 Aargau Basis 2014 1000 % 1000 % Ø 12 Vaud 26 St. Gallen, AI, AR 42 Schaffhausen ◾ 1 French part 2,017.4 24.5 853.8 23.9 2.36 13 Neuchâtel 27 Glarus 43 Zurich ◾ 2 Alps and prealps 1,851.2 22.5 797.3 22.3 2.32 14 Jura 28 Bündner Unterland 44 Thurgau ◾ 3 Western plateau 1,710.2 20.8 774.8 21.7 2.21 15 Fribourg 29 Bündner Oberland 5 Italian part ◾ 4 Eastern plateau 2,300.2 27.9 1,007.2 28.2 2.28 16 Bas-Valais 3 Western plateau 51 Ticino ◾ 5 Italian part 358.7 4.4 144.5 4.0 2.48 2 Alps and prealps 31 Basle 6 Country of Liechtenstein Switzerland total 8,237.7 100.0 3,577.7 100.0 2.30 21 Lucerne, OW, NW 32 Solothurn 61 Country of Liechtenstein Source: SFSO Swiss Labour Force Survey; www.azdirect.ch. 22 Berner Oberland 33 Berner Seeland 23 Oberwallis 34 Berner Mittelland Source: WEMF AG. SWISS POPULATION DATA 36

In 1000 CH % de-CH % fr-CH % it-CH %

Total 6487 4668 1525 293 Structure in % 100 72.0 23.5 4.5

Sex Men 3203 49.4 2318 49.7 741 48.6 143 48.7 Women 3284 50.6 2350 50.3 783 51.4 150 51.3

Age groups 14 to 19 years 520 8.0 367 7.9 132 8.7 21 7.3 20 to 29 years 980 15.1 710 15.2 232 15.2 38 13.0 30 to 39 years 1045 16.1 747 16.0 254 16.7 44 15.1 40 to 49 years 1234 19.0 888 19.0 289 18.9 58 19.8 50 to 59 years 1032 15.9 754 16.1 231 15.2 46 15.8 60 years and older 1675 25.8 1204 25.8 386 25.3 85 29.0

Education Obligatory 1385 21.4 901 19.3 409 26.8 75 25.6 Middle 3219 49.6 2435 52.2 644 42.2 139 47.5 High 1883 29.0 1332 28.5 472 31.0 79 26.9

Employment Full time 2735 42.2 2010 43.0 613 40.2 113 38.5 Part-time 1365 21.0 1028 22.0 293 19.2 44 15.0 Training/apprenticeship 476 7.3 308 6.6 143 9.4 25 8.6 Not working 1911 29.5 1323 28.3 476 31.2 111 38.0

Professional status Independent 487 7.5 347 7.4 117 7.7 23 7.9 Executive (employed) 1365 21.0 1066 22.8 262 17.2 37 12.5 Employed 2233 34.4 1613 34.6 523 34.3 97 33.1

Household income (monthly/gross) Up to CHF 3999.– 1076 16.6 690 14.8 311 20.4 75 25.6 CHF 4000.– to 7999.– 2698 41.6 1905 40.8 654 42.9 138 47.2 CHF 8000.– and more 2713 41.8 2073 44.4 559 36.7 80 27.3

Household management H/holds management, yes 5141 79.2 3703 79.3 1205 79.1 232 79.1 H/holds mangement, alone 2431 37.5 1722 36.9 602 39.5 106 36.1

Household size 1 person 1229 18.9 875 18.7 297 19.5 57 19.3 2 persons 2080 32.1 1562 33.5 433 28.4 85 29.0 3 persons 1132 17.5 785 16.8 283 18.6 64 21.7 4 persons 1249 19.3 881 18.9 309 20.3 59 20.2 5 persons and more 796 12.3 565 12.1 202 13.3 29 9.8

Residence Urban 4767 73.5 3398 72.8 1120 73.4 249 84.9 Non urban 1720 26.5 1270 27.2 405 26.6 44 15.1

Source: MACH Basic 2015-2, WEMF AG, www.wemf.ch. WEMF FACTS & FIGURES FOR YOUR MOBILE

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