Study: This is how high the reach and acceptance of different media are

Why are there campaigns that only achieve unsatisfactory awareness effects despite high reach and contact intensity? To find out, Die Marktforscher conducted a new advertising impact study in German- and French-speaking Switzerland based on a total of 3,886 interviews. The reach and acceptance of all relevant media types were examined.

The market researchers were prompted by the fact that numerous campaign post-tests have shown that the decision-making basis for channel determination is usually only based on reach and contact probabilities - not on reach and acceptance.

It now emerged that online advertising channels (especially on a daily basis) have the highest reach. However, the acceptance of advertising is rated by far the lowest here. The researchers found the highest acceptance values for outdoor advertising and screens in buses and streetcars. However, if both factors (reach & acceptance) are taken into account equally and everything is converted to a 10-point system, it emerges that the higher the score, the greater the impact of awareness campaigns. Thus, it is primarily classic media such as OOH, TV, and print that are effective here. But screens in buses and streetcars are also ideally suited for awareness campaigns, because this channel achieves the highest acceptance values (chart 1, point 4). However, the differences between language areas and target groups must be taken into account.

Differences in the language area

In French-speaking Switzerland, for example, the acceptance ratings for advertising were generally lower. This applies above all to the OOH sector. For example, significantly lower awareness effects are achieved with street and station posters than in German-speaking Switzerland. However, OOH still performs well in an intermedia comparison (F-CH). The population of French-speaking Switzerland also has less affinity for print advertising, the study says. On the other hand, TV campaigns achieve a higher impact in the French-speaking area. Online advertising channels are only suitable as an accompanying measure for awareness campaigns in both language areas. Of course, this differs significantly depending on the target group. For example, social media campaigns are a very cost-effective way to increase brand awareness among young women.