Zurich, 27.08.2025 – Media Focus is proud to present unique sponsorship statistics that provide Swiss companies, clubs, and event organizers with precise, data-based insights into their sponsorship activities. The analysis covers over 160 sponsors, more than 40 sports, and numerous events in the fields of music, film, and culture in Switzerland.
For the first time, sponsorship statistics provide comprehensive insights into the media value of sponsorship commitments across all relevant media channels – from TV and print to out-of-home, online, and social media. The statistics are supplemented with additional advertising data.
“Our goal was to make sponsorship successes measurable and comparable and to provide those responsible with a data-based basis for decision-making. With our Sponsoring Media Value (SMV), we create transparency and enable sponsors to optimize their investments in a targeted manner,” explains Ueli Weber, CEO of Media Focus.
Another highlight is the creation of a time series starting in January 2024, which will enable trends and developments to be analyzed over a longer period of time or on an ad hoc basis. The sponsorship statistics not only cover the performance of sponsorship commitments, but also show how they compare to the competition.
This innovative solution provides sponsors with an important basis for strategic decisions, helps clubs and event organizers optimize their offerings, and provides valuable arguments for attracting new sponsors. With the interactive dashboard, sponsors, clubs, and event organizers have direct access to their individual analyses and can thus act in a data-driven manner.
Zurich, February 09, 2024 – After months of preparation and an intensive test phase, the gross advertising volume of currently 34 Swiss radio stations and international audio networks can be reported from January 1, 2024 (retroactively also for the entire year 2023).
With the continuous change in the media landscape and the increasing use of digital platforms, radio consumption via digital distribution channels is growing steadily. This makes it possible for radio stations to reach their target groups precisely via digital broadcasting in addition to linear broadcasting. In this context, Media Focus has taken this initiative in collaboration with Swiss Radioworld.
Ralf Brachat, Managing Director of Swiss Radioworld: “Media Focus’ decision to report the gross advertising volume of digital audio is an important step for our industry. I am convinced that this expansion will make a valuable contribution to the development of audio advertising. We at Swiss Radioworld are delighted to be part of this development and will continue to develop innovative solutions for our customers on behalf of radio stations in order to successfully place their advertising messages.”
Media Focus now reports the gross advertising volume of in-car advertising
Zurich, May 25, 2023 – Following a successful test phase, the gross advertising volume from in-car advertising can be reported from May 2023 (retroactive to January 1, 2022).
In a world full of screens, a new screen is added. The advertising that is measured on the so-called “4th screen” – as the display in the car is also called after TV, desktop and mobile – is also new. This new advertising format is receiving greater attention in today’s world, where screens in cars are getting bigger and bigger and idle time is increasing, e.g. when charging electric vehicles. In cooperation with the DAB Network, the data has been successfully tested in recent months. This will result in the data being included in the gross advertising statistics from 2023. The gross advertising volume of in-car advertising flows into the out-of-home “Digital” segment.
Sandro Projetto, Managing Director DAB Network GmbH: “Media Focus’ decision to report the gross advertising volume of in-car advertising is an important step for the industry. It shows that the importance of this fast-growing advertising sector is recognized and that in-car advertising is an effective way to reach target audiences. We at DAB Network are pleased to be part of this development and will continue to develop innovative solutions for our customers to successfully place their advertising messages.”
Display delivery statistics: integration of “display programmatic” and “display native advertising” data
We are delighted to announce that under the current contract, the delivery statistics data will be retrospectively supplemented with “display programmatic” and “display native advertising” data for 2022. This represents an increase of 30% for 2022.
In conjunction with major marketers Goldbach, Ringier Advertising and Audienzz and digital industry association IAB Switzerland, we have made huge efforts over recent months to include the gross advertising volume of programmatically booked display and native campaigns in our advertising pressure statistics.
When it comes to display advertising, we fundamentally differentiate between “display delivery statistics” and “display crawlers”.
In the case of the “display delivery statistics”, advertising-related data such as customer, product and gross advertising volume are supplied by the respective marketers or websites. Direct and programmatic bookings can be distinguished based on the form of advertising. The disadvantage of this method is that no online advertising material (creations) can be supplied. Such material is placed directly on the marketer’s or site operator’s website by the media agency’s central ad management tool. Due to the type of booking, online marketers can sometimes only deliver the digital data in aggregated form. This means that for around 50% of programmatic bookings, it is not possible for us to allocate data in terms of advertising customer, product group, product segment or product because this information is missing. For this reason, such data within the media mix should only be viewed at overall market level.
With the “display crawler”, websites are searched for advertising material by means of crawling, regardless of the type of booking. The creations are saved and used for coding (products, advertisers, etc.). The disadvantage of this method is that the booked gross advertising volume has to be calculated using a formula, since data cannot be compared directly with deliveries. The calculated advertising spend cannot be compared directly with campaigns. The spend calculation is continuously compared with the prices and conventions available on the market. The crawling process does not allow for recognition of the booking type (programmatic, direct, network).
Below is an overview of the different features of the two forms:
This is based on the fact that the same procedure is used for all market partners, and is therefore valid. The data are always representative.
If you want to exclude programmatic data from the display delivery statistics, you can do this simply via the advertising form.
This excludes all forms of advertising ending in “programmatic” (see image).
The data for the digital advertising pressure in SEA and Display could not be recorded in full due to delayed processing at the end of the year by the suppliers. When the February data are finalized in March, these data will be recorded retrospectively and made available. The media mix and multi-year comparison will be adjusted accordingly. The display data will again increase slightly due to the additional integrated data for programmatic advertising. The search figures will be below the previous year’s figures due to an adjustment to the query technology and the increased stability in analysis as a result. More detailed information will follow in the coming weeks.
Media Focus and Swissfundraising launch NPO communications study
On behalf of Swissfundraising, the association of professional fundraisers, Media Focus Schweiz will conduct an integral communication analysis (INCA) for the Swiss NPO market. Seventeen non-profit organizations will participate in the first study of its kind.
The study will focus on the communicative and promotional visibility of the charitable organizations on the Swiss market. The INCA (integral communication analysis) of the Swiss NPO market will examine all controllable aspects of communication. For this purpose, advertising presence (paid media), search engine presence (paid and owned media) and media presence (earned media) will be considered from a quantitative and qualitative perspective and contextualized using market data.
Special emphasis will be placed on the content of communications. Which topics are discussed in connection with the organizations? Which visual media are used? Are there visibility triggers and where do threats to organizations’ reputations lie?
Roger Tinner, Managing Director of Swissfundraising, welcomes the launch of the study: “We have been surveying the population about its donation behavior for several years already. With its comprehensive view of the media and advertising situation, the INCA study will be the ideal complement to our market knowledge.”
Tina Fixle, Chief Analytics Officer (CAO) of Media Focus, is equally pleased: “I am delighted that, together with Swissfundraising, we have attracted 17 Swiss and international non-profit organizations for the INCA NPO market study. I am convinced that we will generate fascinating insights.”
The results of the study will be available to the participating charitable organizations on an ongoing basis via an online dashboard from September. An overall summary and evaluation will take place in April 2023 following a year of media monitoring.
Media Focus is now integrating the digital out-of-home gross advertising revenues from Livesystems into Switzerland’s existing advertising pressure statistics.
Media Focus Schweiz GmbH supplements the existing out-of-home gross advertising revenues in Switzerland’s advertising pressure statistics with the digital gross advertising revenues of Livesystems Group AG. This increases out-of-home’s gross advertising revenue by 11% (base year: 2021). With the integration of this data, there is also the option to show Livesystems’ gross digital advertising revenues separately.
The traditional and digital gross advertising revenues of the largest out-of-home providers are integrated into Switzerland’s advertising pressure statistics. Currently, out-of-home advertising pressure – both traditional and digital – cannot be broken down by individual out-of-home providers. Digital gross advertising revenues are reported as a whole. With the integration of Livesystems’ digital data, it is now possible to use the web-based evaluation tool WizzAd+ to show Livesystems’ gross advertising revenues for 2021 and 2022 separately in the advertising pressure statistics.
Ueli Weber, CEO of Media Focus: “I’m delighted that Livesystems has decided to integrate its digital gross advertising revenues into the advertising pressure statistics and is also willing to show its digital gross advertising revenues separately. I’m confident that this will allow us to provide significant added value for everyone involved – customers, agencies and the out-of-home market.”
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