Swiss people still value listening to traditional radio

Thursday 24 August 2017 | 13:37 CET | News

According to the research and consulting company Publicom, traditional radio has more meaning for the Swiss than expected, reported CEtoday.ch. It ranks second among various types of media, just after the internet. Users assessed how important individual types of media are to them on a scale of one to six (1 = not important at all, 6 = very important). Internet led with 5.1 and the radio receiver followed closely behind at 5.0.

Other media ranked as follows in order of importance to users: television (over a TV set) was third with 4.8 points on the scale; print media ended up with 4.4; and was followed by radio (web/internet) with 4.3 points; social media with 4.1 points; and TV on a smartphone or tablet with only 3.7 points.

Respondents prefer traditional radio; only 5 percent listen to radio exclusively online. Radio advertising were well received in the survey, with acceptance for radio advertising being wider than for ads on TV and smartphones. Only print ads were more popular.

The survey was conducted among 5,000 respondents aged 15 to 79 in spring.

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