The Christmas that was not
TV marketers Although TV 3 and Tele 24 were no longer on the market, Publisuisse reported three percent less TV advertising sales for 2002.
TV marketer Although TV 3 and Tele 24 were no longer on the market, Publisuisse reported a three percent drop in TV advertising revenues for 2002.The optimism that could still be felt at Publisuisse until late last summer has evaporated. While net TV advertising revenues from January to September were still up to 3.2 percent above the same period in the previous year, they suddenly and massively fell by 14.6 percent between October and December. "This decline came as a surprise to us," says Publisuisse Director Ingrid Deltenre. The reason is to be found in the advertising behavior of the automotive industry, financial service providers and device manufacturers in the IT and telecommunications sector. In total, the marketer of SRG TV programs generated net sales of CHF 289.9 million last year, CHF 8.2 million or
As it operates on a commission basis in accordance with the new contract with SRG, the wholly-owned SRG subsidiary will be able to report a taxable profit of probably CHF 3.94 million for the first time. This will be used to increase the share capital, said Deltenre. Publisuisse delivered CHF 257 million in TV advertising revenue to SRG.
The migration of advertising from the (expensive) prime time of the first SRG TV channels to the second channel chains shows that even customers who book TV advertising per se have to save more. This cannot be adequately explained by the Winter Olympics in Salt Lake City, which were primarily broadcast on SF 2; rather, according to Deltenre, customers were looking for a "more attractive price-performance ratio". In any case, the second channels recorded overall growth rates of 52%, with TSI 2 alone even achieving 68%. However, at CHF 32.6 million, the total turnover of these second channels is still far below that of the first channels at CHF 257.3 million. However, the Publisuisse crew is pleased that SF 2 now generates CHF 26.5 million. "SF 2 is now generating about the same revenue as the Pro7 advertising window," Deltenre surmises.
Simplified handling
Publisuisse has also been in charge of sponsoring the twelve SRG radio stations for a year now. It took on this task with the intention of doubling turnover in this area from CHF 6.5 million within around three years. The success of the first year shows that this ambition is realistic: turnover rose by a total of 34 percent to CHF 8.7 million under Publisuisse's stewardship. The increase amounted to 60 percent in German-speaking Switzerland, 10 percent in French-speaking Switzerland and 28 percent in Ticino. The simpler handling of national sponsorship appearances from the customer's point of view contributed to this, as did the cross-media packages TV/radio/Internet/teletext offered by Publisuisse.
The outlook for the current year is gloomier, however, because the Federal Office of Communications is increasingly restricting sponsor naming with sometimes "subtle" arguments, says Beatrice Kniel, Head of Sponsorship. Mentions that were not a problem until recently are now being reprimanded. This could lead to customers dropping out, says Kniel.
Sales of SRG TV channels by region Net sales in CHF million 1st channels D to 2001 2nd channels D to 2001 Total D to 2001
in % in % in %
SF DRS 161.2 -8 % 26.5 +51 % 187.6 -3 %
TSR 83.8 -6 % 4.9 +52 % 88.7 -4 %
TSI 12.4 +1 % 1.2 +68 % 13.5 +5 %
Total SRG SSR 257.3 -7 % 32.6 +52 % 289.9 -3 %
Source: Publisuisse
Markus Knöpfli
As it operates on a commission basis in accordance with the new contract with SRG, the wholly-owned SRG subsidiary will be able to report a taxable profit of probably CHF 3.94 million for the first time. This will be used to increase the share capital, said Deltenre. Publisuisse delivered CHF 257 million in TV advertising revenue to SRG.
The migration of advertising from the (expensive) prime time of the first SRG TV channels to the second channel chains shows that even customers who book TV advertising per se have to save more. This cannot be adequately explained by the Winter Olympics in Salt Lake City, which were primarily broadcast on SF 2; rather, according to Deltenre, customers were looking for a "more attractive price-performance ratio". In any case, the second channels recorded overall growth rates of 52%, with TSI 2 alone even achieving 68%. However, at CHF 32.6 million, the total turnover of these second channels is still far below that of the first channels at CHF 257.3 million. However, the Publisuisse crew is pleased that SF 2 now generates CHF 26.5 million. "SF 2 is now generating about the same revenue as the Pro7 advertising window," Deltenre surmises.
Simplified handling
Publisuisse has also been in charge of sponsoring the twelve SRG radio stations for a year now. It took on this task with the intention of doubling turnover in this area from CHF 6.5 million within around three years. The success of the first year shows that this ambition is realistic: turnover rose by a total of 34 percent to CHF 8.7 million under Publisuisse's stewardship. The increase amounted to 60 percent in German-speaking Switzerland, 10 percent in French-speaking Switzerland and 28 percent in Ticino. The simpler handling of national sponsorship appearances from the customer's point of view contributed to this, as did the cross-media packages TV/radio/Internet/teletext offered by Publisuisse.
The outlook for the current year is gloomier, however, because the Federal Office of Communications is increasingly restricting sponsor naming with sometimes "subtle" arguments, says Beatrice Kniel, Head of Sponsorship. Mentions that were not a problem until recently are now being reprimanded. This could lead to customers dropping out, says Kniel.
Sales of SRG TV channels by region Net sales in CHF million 1st channels D to 2001 2nd channels D to 2001 Total D to 2001
in % in % in %
SF DRS 161.2 -8 % 26.5 +51 % 187.6 -3 %
TSR 83.8 -6 % 4.9 +52 % 88.7 -4 %
TSI 12.4 +1 % 1.2 +68 % 13.5 +5 %
Total SRG SSR 257.3 -7 % 32.6 +52 % 289.9 -3 %
Source: Publisuisse
Markus Knöpfli
