Media Mix
A media plan that weights and incorporates various media to achieve optimal Reach cost-effectively.
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.
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.
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.
Intermedia Comparison
The systematic comparison of different media types (e.g. TV, Radio, Online, Outdoor) to determine the most efficient media mix for a campaign. Quantitative factors (Reach, CPM) and qualitative aspects (advertising impact, image) are weighed against each other.
IGEM
The Electronic Media Interest Group (IGEM) promotes diversity and transparency in Switzerland's electronic media. As an industry association, it focuses on digitalization and Artificial Intelligence (AI), offering practical events and training. Its annual Digimonitor study provides representative Information on the use of electronic media and devices in Switzerland.
Hybrid Broadcast Broadband TV (HbbTV)
An international industry standard that combines digital television (broadcast) with the internet (broadband). HbbTV enables viewers to access interactive services via the "Red Button" on their remote control while watching TV programs. These include media libraries, electronic program guides (EPG), news tickers, or targeted advertising (Addressable TV).