Admeira study underscores effectiveness of advertising on SRF

To communicate its combined mobility offer, SBB created two commercials that ran across screens on various TV channels in winter 2018/2019. 

To measure the advertising impact of the spots, SBB and Admeira conducted the Intramedia Check in collaboration with GfK Switzerland. The panelists consisted of 15- to 74-year-old onliners in German-speaking Switzerland who are part of GfK's MediaFusionPanel. 

The contact group (n=615) was made up of people who had contact with the TV spot via the various TV channels. Effectively, a distinction was made between three different contact groups. One contact group (n=290), which was only contacted with the advertising medium (TV spot) via SRF channels. A contact group (n=110), which was contacted exclusively via non-SRF channels and a contact group (n=215), to which persons were assigned who were contacted via both SRF and non-SRF channels.

The two television ads reached 40.3 percent of all study participants, and these individuals could thus be assigned to the contact group. Previous impact studies show: Larger contact groups than with TV are not known in impact research. According to Admeira, the results underpin TV's position as a mass medium with proof of impact.

The two TV commercials helped SBB achieve statistically measurable improvements in several areas. Among other things, the campaign contributed significantly to the target audience recognizing the added value of the Swisspass and wanting to make more use of the PubliBike and TaxiGo offers as part of the SBB "clever combine" service. SRF delivered the highest impact contribution of all German-language TV stations. If the TV spots reached the target audience via SRF 1 or SRF zwei, they had a particularly positive impact.

For the KPI "SwissPass is more than a public transport ticket", which was significantly improved by the campaign, the following impact contributions are shown, for example: The contact group "SRF" brings a 14 percent increase in impact compared to the control group. In the "Mixed" contact group, we observe an impact contribution of 10 percent compared to the control group. Advertising impact can also be achieved with "non-SRF contacts" compared to the control group. However, at +5 percent, the effect is significantly lower than with SRF contact, Admeira comments on the result of the competition.