60 years of TV advertising in Switzerland: an industry in transition
TV advertising was first broadcast in Switzerland on February 1, 1965. Since then, the format has constantly evolved - from new spot lengths to interactive campaigns and technological innovations. An overview of six decades of advertising history.
The introduction of TV advertising on the SRG stations DRS, TSR and TSI marked the beginning of a new era in brand communication. The first advertising block was broadcast there on February 1, 1965. Long commercials of more than 60 seconds in length were added in 1976, providing deeper insights into the brand stories. Four years later, short spots of just 7 to 14 seconds followed - to convey messages concisely.
The 1990s brought interstitial advertising with the new Radio and Television Act - a format that opened up new creative possibilities for advertisers. In 2005, an interactive live TV commercial campaign in a Migros branch attracted attention: viewers could not only watch, but also actively participate.
The 2000s were characterized by technological innovations. The introduction of the 16:9 widescreen format improved the visual quality of advertising, while the electronic delivery of commercials made processes more efficient.
TV advertising remains central
Despite changes in media usage, TV advertising remains an important part of the advertising landscape. Frank Zelger, CEO of Admeira, emphasizes: "Over the past 60 years, TV advertising has made a significant contribution to the awareness and successful positioning of our customers' products. This journey is far from over. TV advertising will remain an indispensable and important success factor for the foreseeable future."
