The telecommunications provider Sunrise booked Replay Ads for the first time in 2024 as part of the “Elevator” video campaign with Marco Odermatt and Roger Federer. The advertising material in time-shifted TV complemented the campaign channels of internet, social media and linear TV.

Since Replay Ads have not been researched extensively, Goldbach took a closer look at the campaign, which was broadcast in German-speaking Switzerland and Romandie, with an accompanying study. On the one hand, the net reach development within the TV target group was analyzed using the official reach figures from TV measurement, and on the other hand, the advertising recall and advertising impact of the campaign were examined.

In the area of advertising impact, the first wave of the campaign (five weeks in February and March) focused on how linear TV advertising and Replay Ads compare to the overall campaign. For this purpose, only linear TV was used in Romandie and only Replay Ads were used in German-speaking Switzerland.

In a second wave (five weeks in May and June), the analysis focused on how the combination of linear TV and Replay Ads affects the Ad Impact compared to a purely linear TV campaign. For this, only TV was booked in Romandie and TV in combination with Replay Ads was booked in German-speaking Switzerland. Goldbach and Sunrise accompanied both campaign waves with Swiss Ad Impact (see box), an offer from Goldbach for measuring advertising impact.

Here are the most important results. An interview with Anna Leutar, Head of Marketing Communications at Sunrise and responsible for the implementation of the campaign, follows at the end of this article:

Almost 20 per cent more net reach thanks to replay ads in the young TV target group

Using the reach measurement of Mediapulse for Replay Ads, it can be shown that the linear TV net reach of the campaign among the target group of 15-39-year-olds experienced a steady increase thanks to the use of Replay Ads. Over the entire campaign period, the incremental reach through Replay Ads was +5.3 percentage points (Figure 1), which corresponds to an increase of almost 20 percent.

High Ad Impact from linear TV and Replay Ads

The results of Swiss Ad Impact are also impressive. The advertising impact study for the first campaign wave shows that the Ad Impact is higher among people who stated that they remember the linear TV campaign than among all respondents as a basis (index: 104). Particularly interesting: The Ad Impact was even higher among people who remember the Replay Ads campaign (index: 111) (Figure 2, 1st wave).

Even higher Ad Impact through combination of linear TV and Replay Ads

The impact study for the second wave revealed that Replay Ads can further increase the already high Ad Impact of linear TV and are therefore the ideal complement. The Ad Impact is higher for linear TV including Replay Ads than overall and higher than for the purely linear TV campaign (Figure 2, 2nd wave). This confirms that the combination makes the difference.

The results show that Replay Ads are beneficial for additional reach in advertising-relevant TV target groups and further enhance the advertising impact of a high-reach, linear TV campaign.

Interview with Anna Leutar, Head of Marketing Communications at Sunrise and responsible for the implementation of the campaign

Ms. Leutar, you have examined the reach and advertising impact of your campaign with Goldbach in detail. How do you assess the results?

With regard to Replay Ads, we were positively surprised by how well the qualitative follow-up characteristics performed compared to the frequency. The basic reach of Replay Ads, not just incrementally, was also a pleasant surprise in relation to the investment.

As already mentioned, the study also examined the impact of Replay Ads. How do you rate the advertising format for time-shifted television?

Replay Ads are more expensive compared to classic TV spots and are priced in the premium segment. However, it can be seen that the contact achieved is of high quality. Ad Recognition is higher at a lower frequency than with linear TV. In addition, incremental reach can be achieved. Younger target group segments in particular can be reached better via Replay Ads in a specific environment.

What is the significance of Replay Ads in Sunrise’s media strategy?

From our point of view, Replay Ads represent an exciting and qualitatively high-quality addition to the existing video mix. In particular, since the introduction of various campaign parameters such as time slot bookings and frequency capping, Replay Ads should be an integral part of a broad video mix. Also because of the relevant time-shifted use in our target group, Replay Ads are now a fixed component of our TV planning.

What are your experiences with the interaction of Replay Ads and advertising in linear TV?

The distribution between the two advertising formats is indeed the big question. We were able to gain valuable experience with our campaign and are approaching the most optimal ratio possible. In any case, we would always recommend a mix of linear TV advertising and Replay Ads. We are naturally looking forward to the planned channel expansion, especially in Romandie.

Comment avez-vous intégré l’étude Swiss Ad Impact dans votre daily business ?

L’étude Swiss Ad Impact est un complément captivant à nos propres études de marché ou enquêtes de suivi de campagne. Il est particulièrement intéressant de comparer les résultats de ces différentes études et d’analyser les différences qui apparaissent et d’en tirer des conclusions aussi fondées que possible.

Tu veux réserver ta propre campagne d’annonces Replay ?

Tes professionnels de la publicité chez Goldbach se réjouissent de planifier avec toi tes prochaines campagnes Replay Ads et de les mettre en œuvre avec succès.