Media Mix
A media plan that weights and incorporates various media to achieve optimal Reach cost-effectively.
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.
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.
Logomorphing / ID Spot
Logo morphing links a brand logo or an object from the following spot with the channel logo.
Live
A term in TV measurement: all usage with a delay of up to and including 59:59 seconds from the initial broadcast.
Long Tail
Synonyms: Niche Channels / Small Channels Refers to the multitude of smaller TV channels or digital platforms that, individually, achieve lower market shares/Reach, but collectively offer a large cumulative Reach and enable highly targeted audience engagement.
Linear TV
The classic form of television, where programs are broadcast according to a fixed schedule and consumed by the viewer at the time of transmission.
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.
Late (time slot)
Time slot in TV planning: from 11:00 PM to 1:59 AM.
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.