Media Mix
A media plan that weights and incorporates various media to achieve optimal Reach cost-effectively.
Media Focus
Media Focus Switzerland GmbH is a company that specializes in the neutral and independent measurement and analysis of advertising, media presence, and sponsorship. Among other things, it is responsible for recording the gross advertising volume in Switzerland.
MACH studies
The MACH study series is WEMF’s (Swiss Association for Advertising Media Research) standard research tool for measuring readership figures and media usage in Switzerland. It serves as the official currency for print media planning and provides detailed data on the consumption habits, interests, and demographics of the Swiss population.
Market share
Market share refers to the percentage of total television viewing accounted for by a channel or program within a defined period. It indicates how heavily a channel is used in comparison to overall TV consumption.
Light user
People who use a specific medium or product category significantly less frequently or intensively than the overall user base. In statistical analyses, they usually make up the bottom third (tertile) of users.
Listen-Through Rate (LTR)
The Listen-Through Rate (LTR) indicates the number/percentage of people who have listened to an ad in its entirety from start to finish.
Lifestyles
A segmentation of the respondents of MACH Basic identifies six population segments: Learners, Young Nokids, Young Withkids, Nokids, Withkids, and Pensioners. Segmentation criteria: Age, employment status, household composition. These lifestyles are also used in MACH Consumer.
Concession Areas
Geographical area defined by the Federal Office of Communications („Service Area“), within which radio or television stations are required to provide certain services. These service mandates are stipulated in concessions.
Campaign duration
The total period during which a product or company is advertised.
Intramedia comparison
The detailed comparison of different advertising media within the same media category. The aim is to select the specific channels or platforms that best cover the Target group. Performance metrics such as Reach, affinity and value for money are compared directly.