Mr and Mrs Swiss use radio and TV for four hours a day

The use of radio and television plays an important role in the daily routine of the Swiss resident population. On average, every adult (aged 15 and over) spends four hours a day with the programming of these two media genres. This is shown by the usage data collected on behalf of the Mediapulse Foundation for the first half of 2018.

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With 134 minutes per inhabitant for TV use and 99 minutes for radio consumption, German-speaking Switzerland is slightly below the 4-hour mark in the combination of viewing and listening time (233 minutes), while Svizzera italiana, with 191 minutes of TV and 90 minutes of radio use, is well above (281 minutes). Suisse romande recorded a total viewing time of 227 minutes (TV = 150, radio = 77) for both media.

While the audience devotes more usage time to TV content than to radio programs, radio reaches significantly more users. In German-speaking Switzerland, the picture medium has a daily reach of 67% among people aged 15 and over, while radio reaches a penetration of 83% in the same target group. In Latin Switzerland, the differences in reach are smaller. In Suisse romande, the reach of television is 68% and that of radio 79%. In the Italian-speaking part of Switzerland, where both types of media can count on the largest user base (77% for TV and 85% for radio), the difference between the two types is only 8 percentage points.

In a time comparison with the first half of 2017, TV ratings in all language regions and, in German-speaking Switzerland, also viewing time are extremely stable. In Suisse romande, 7 minutes less per capita are spent watching TV in the first half of 2018 than a year earlier. And in Svizzera italiana, the TV time budget of the population aged 15 and over increases by 10 minutes over the same period. Due to a new radio research methodology (see box) introduced in January 2018, a comparison with last year's radio usage data is not possible.

For methodological and research economics reasons, the Mediapulse survey systems do not record the use of radio and TV programmes in all details, which is why the figures presented tend to underestimate the use of radio and TV content. For example, TV usage in public places (public viewing) and via mobile devices is not recorded. In the case of radio use, the time-shifted use of radio programmes and radio use via headphones are not taken into account.

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