Goldbach Media Study: Back is the Future – how TSV Enhances the TV Moment
Saturday evening television with the whole family, watching the latest episodes of a reality show with friends – TV is a social medium. And above all, it is indispensable for many. The current Goldbach Media study reveals what makes this special TV moment today. What makes Live TV and time-shifted television (Time Shifted Viewing, TSV) so popular with audiences and so successful for advertising? How high is the acceptance of Replay Ads? And why is Back suddenly Future? The study provides answers.
The most Important Results at a Glance
The T(S)V Moment is Special: Social, High-Quality, and Indispensable
The study clearly shows that Switzerland is a country of moving images. Only 3% of all respondents stated that they do not consume moving image media. Of the remaining 97%, most stated that they watch their series, films, documentaries, or sports programs on TV. Thus, TV – in terms of daily, weekly, and monthly usage – is significantly ahead of social media, video portals like YouTube, and streaming services with or without a subscription.
Moving image usage in %, Switzerland:
However, it is not only the enormous reach that makes TV such a strong advertising channel. In addition to classic reception methods (cable or digital TV), TV content can now be streamed (media libraries or online platforms of TV broadcasters such as RTL+, oneplus, Joyn, etc.) or watched via web TV platforms (Zattoo, Yallo TV). And with time-shifted television, people watch when it suits them best. In short: TV offers a solution for every consumption need.
Furthermore, TV is social, high-quality, and indispensable. Significantly more than half of the study participants watch TV in company (59% Live, 53% in TSV) – for social media and video portals like YouTube, these values are significantly lower at 38% each. TV is also attributed a high quality of its content. In particular, content in time-shifted television has the highest perceived quality among all surveyed ad-driven moving image media. And when asked if it bothered them to spend too much time on one of the channels, this was the case for just under 40% of respondents for both Live TV and TSV, already 46% for streaming services, and even 55% for social media.
Agreement in %:
Furthermore, 65% stated that they would not want to do without TSV, and 61% for Live TV. Even the surveyed social media users would rather keep Live TV (60%) or TSV (64%) than social media (57%).
Agreement in %: ‘I definitely do not want to do without (…).’:
➔ Live TV and time-shifted TV provide the audience with great moments – the best prerequisite for placing advertising in a positive environment.
T(S)V Advertising with the Best Perception in the Moving Image Cosmos
For a successful campaign, not only reach and environment are important, but also whether and how the advertising message is perceived. Therefore, in the study, participants were asked to evaluate advertising on the various channels based on aspects such as quality, credibility, etc. The results make it clear: advertising in Live TV and time-shifted TV is perceived very positively.
52% of participants believe that advertising on Live TV is of high quality (48% for time-shifted TV). This places TV ahead of (free) streaming services (43%), video portals (44%), and social media (41%). The same applies to ad recall (Live 47%, time-shifted 42%), credibility (Live 46%, time-shifted 43%), entertainment value (Live 44%, time-shifted 41%), or trust in TV advertising (Live 41%, time-shifted 39%).
Agreement in %: ‘Advertising in (…) … ‘:
➔ The positive perception of TV advertising also extends to time-shifted TV: High quality, credible, and trustworthy – an ideal place for advertisers with high standards.
Advertising is Simply Part of Moving Images
Advertising enjoys great acceptance in the moving image cosmos. Around half of all respondents agree with the statement that advertising is an integral part of the entire moving image sector. And when asked whether they would prefer to watch free moving image content with advertising or paid offers without advertising, two-thirds opted for the free, ad-funded option.
➔ People prefer to watch ads than pay for moving image content.
Conclusion
In Switzerland, a country of moving images, TV particularly stands out. Not only with the largest reach among all moving image channels and a very positive perception of advertising, but also with the very special moments it provides to the audience. For the study participants, the TV moment is social, indispensable, and of high quality. Thanks to the various reception methods and the high temporal flexibility that time-shifted television brings, TV offers a solution for every consumption need.
Advertising also benefits from this positive and high-quality environment. And with Replay Ads, which continue to gain awareness and acceptance, TSV has very effective advertising tools that ideally complement Live TV advertising. In other words: advertising in Back combined with advertising in Live promises advertising success in the Future.
About the Study
In September 2024, Goldbach, in collaboration with Dentsu International Switzerland AG, surveyed 1512 people from German-speaking Switzerland and 517 people from French-speaking Switzerland about their moving image usage and the acceptance, impact, and evaluation of advertising formats in moving image media (TV, social media videos, video portals like YouTube, streaming offers, video on news sites, pay per view). The study was conducted as a representative online survey; participants were between 15 and 64 years old.
Questions about the Study or TV Advertising in General?
Are you interested in further results of the study? Or do you want to use the new findings for your brand right away and book a TV campaign? Our advertising professionals are the right contact for you. Call us or send an email, and we will be happy to assist you.