MPLI update documents inflation in traditional media
The SWA and LSA associations publish an annual price/performance index of traditional media offerings in Switzerland (MPLI). There are currently signs of at least slight to major price increases in all traditional media.
Since 2017, the Swiss Advertising Client Association SWA and Leading Swiss Agencies LSA have been collecting and publishing a meaningful price/performance index for media contacts.
Newspapers and magazines have been characterized by major changes in recent years. To take this into account, the selection of titles was fundamentally revised for the following analysis. The adjustments to the selection of titles - in particular the inclusion of high-reach but low-cost titles from the group of special interest titles - have significantly reduced the price-performance ratio compared to the previous selection.
Although many curves show a downward trend compared to the previous year, in most cases this is not an effective decline. Rather, based on the old universe of securities, there has been an increase in the price-performance ratio. The year 2024 could therefore be seen as a new start (index 100).
On TV, the planned thousand contact price (CPT) for older target groups remained stable overall, although it continued to rise in German-speaking Switzerland and Ticino, but fell significantly in French-speaking Switzerland. Among younger target groups, the planned CPM is rising constantly throughout Switzerland. The reason for this is that they are increasingly using digital and new channels.
In the cinema, the index value for Switzerland as a whole and the entire population rose slightly (+1.2 points).
In radio, the MPLI measures the situation with a delay of one year. By the end of 2023, an increase in price of 1.9 points can be observed across the whole of Switzerland and the entire population.
In the OOH market, the figures can now be reported again following a change of method in the SPR+ model. A new index point (index 100) was defined as the starting point for 2023. In a year-on-year comparison, some steep price increases (+6.2 points) were recorded across the whole of Switzerland and the population.
With the annual publication of the Media Price/Performance Index MPLI, the LSA and SWA associations want to make a joint contribution to transparency in the Swiss media business. The price/performance development of digital channels is currently missing from the index because the dominant players in this area are reluctant to "show their cards", as the associations put it.
