Expertise
TV advertising in Switzerland: building reach and awareness.
Television makes it possible to reach a large share of an audience in a short time, with sight, sound and motion. We plan national campaigns, campaigns by language region or regional campaigns, and connect them to the other media in the plan.
Why choose TV.
TV builds broad reach among large audiences within a few weeks, which suits objectives that require being seen quickly by a wide public. Moving image and sound make it possible to demonstrate a product, convey an emotion and establish brand codes. A broadcast can also prompt online searches and visits, an effect verified campaign by campaign.
When TV is the right choice.
- Launch of a product or brand that needs to become known quickly.
- Offer aimed at a wide public.
- Marked key commercial period: Christmas, spring, back-to-school.
- Need to demonstrate a product or establish a brand universe.
It is less so when the target is very narrow or when the budget does not allow sufficient weight over the period in question.
What we plan and negotiate.
The choice of channels and broadcast areas, national or by language region, the weight expressed in net reach and frequency, the split between time slots and programmes, the spot length and its combinations with a short reminder, the schedule of bursts and their synchronisation with the other media in the plan. The terms obtained from the sales houses are then negotiated and recorded in the plan, and actual delivery is checked against the bookings.
One part of the set-up, not an isolated medium.
TV combines with online video to extend reach, with search to capture the searches it prompts, with radio to add frequency to a time-limited event, as for DIGA Möbel, with out-of-home to adapt the same film to the public space, as for Bains de Lavey, or with the regional press to anchor a national campaign locally, as for CEWE.
Formats.
- Classic spot, within standard commercial breaks.
- Short reminder, placed after a main spot.
- Programme sponsorship, with its own presentation rules.
- Tag On, a short message announcing an offer or a date after the brand spot.
- Replay Ad (Start Ad, Pause Ad, Fast Forward Ad), on time-shifted viewing, available in French-speaking and German-speaking Switzerland since late 2022.
How we measure a TV campaign.
The weight delivered is compared with the weight booked on the basis of the available audience data, and actual delivery is checked against the bookings. According to Mediapulse data for the first half of 2026, 59% of the resident population aged 3 and over lives in a household equipped for television, with an average daily viewing time of around 175 minutes per viewer: these market benchmarks indicate the order of magnitude of achievable reach, without replacing the measurement specific to each campaign. The short-term effect on digital is observed by matching broadcasts with website traffic, where the data allow it. The effect of TV on deferred sales cannot be read from a simple click count: it is estimated, where the set-up permits, by test or modelling methods.
References
CEWE broadcast its Christmas campaign across the three language regions. Schilliger paired a spring film with Tag Ons for its special offers. Wrangler chose programme sponsorship in German-speaking Switzerland to accompany its brand anniversary. Fondation Theodora concentrated a TV campaign on its fundraising period.
FAQ
Viewing is now spread between linear TV, time-shifted viewing and platforms. The useful question remains the reach achievable on your target, at what cost and over what period: online video can complement the set-up when the target is more present there.
No, a film is necessary. We specify the lengths, formats and technical constraints that production must take into account, in liaison with the creative agency chosen by the advertiser.
The choice depends on the geographical distribution of your customers and your points of sale. A retailer present in a single language region has no interest in funding national reach.