Observed Signal · Jul 9, 2026 · Study Publication · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
Study: TV Advertising Still Relevant in Media Mix
Screenforce Schweiz published a 2026 qualitative study, conducted by the Institute for Communication and Marketing (IKM) at the Lucerne University of Applied Sciences, finding that TV continues to play a central role in the Swiss media mix and influences the entire sales funnel—from awareness to sales activation. The research used focus groups with strategic media planners who worked from a realistic campaign brief to explain planning decisions for video campaigns. Respondents warned against evaluating TV solely on short-term performance KPIs, noting that common attribution models often undercount long-term brand effects. A key challenge identified is the lack of cross-channel measurement standards for classic TV, Connected TV and digital video. Planners expect artificial intelligence to assist analysis and planning, but see strategic budget-allocation and media-buying decisions remaining with humans. The study was presented at the Swiss Screenforce Day; the full report and whitepaper are available from Screenforce Schweiz.
The study reinforces the strategic role of TV (and CTV) and highlights measurement gaps and AI's planning potential—useful context for agencies, planners and TV sellers—but is limited by a small qualitative sample and funding by TV sellers, so it's not industry-shifting.
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Key Takeaways & Evidence Grounding
- Screenforce Schweiz published a 2026 study on TV effectiveness in Switzerland.
- The study was conducted by the Institute for Communication and Marketing (IKM) at the Lucerne University of Applied Sciences using qualitative focus groups with Swiss media planners.
- Findings: TV impacts the entire sales funnel—from awareness through to sales activation.
- Respondents flagged that short-term KPIs and common attribution models frequently understate TV's longer-term brand effects.
- Major challenge identified: missing cross-channel measurement standards between classic TV, Connected TV and digital video; AI is seen as supportive for analysis/planning but not for autonomous budget or buying decisions.
Connected Companies & Entities
2 Entities mapped“In Switzerland the initiative is supported by the Arbeitsgemeinschaft Fernsehwerbung Schweiz AG (AGFS) — an alliance of sellers including Ad...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Screenforce Chief Urges Advertisers to Rethink TV
In a HORIZONT interview published July 1, 2026, Screenforce managing director Malte Hildebrandt says television remains strong on proven effectiveness, reach and brand-building, but advertising budgets are increasingly shifting to other channels. Hildebrandt argues the main challenge is changing advertisers’ mindset — that solid evidence alone often isn’t enough to stop budget migration. The interview, conducted by Katrin Ansorge, frames Screenforce as a trade/genre initiative advocating for TV within modern media planning debates.
Screenforce Day: Call for Creative Courage in TV
At the Screenforce Day industry conference in Zurich on 28 May 2026, Swiss advertising figures and media owners discussed the continuing importance of TV in the media mix and the future role of Connected TV. Jean-Remy von Matt opened with a keynote urging creative risk-taking. The Screenforce study “Why TV stays: Insights from media planning” was presented, and speakers including Gerhard Louw (Lindt & Sprüngli) highlighted stronger attention on large screens. Alexander Preuss (Bynd/Omnicom Media) presented marketing-mix-modeling evidence that TV investments deliver the largest sales contribution. A panel debated whether CTV is revolutionary or overhyped. SRF and CH Media closed with a talk on shared TV moments; surprise guests included singer Stefanie Heinzmann and SRF sport moderator Jeff Baltermia. The event hosted about 350 guests and was moderated by Wolfram Kons.
Attention Drives Brand Impact of Digital Video
A new study titled "The Brand Reset" by Dentsu, Kantar and Lumen finds that digital video advertising across streaming, social and other online environments can deliver measurable long-term brand effects in addition to short-term performance. The analysis links actual ad attention data with brand metrics and modelled revenue impacts, and concludes that short-form and even skippable formats can contribute to lasting brand strength. Advertising in streaming environments on televisions can now approach the long-term effectiveness of classic linear TV. The study warns that over‑focus on short-term performance metrics may harm long-term brand value, and recommends attention-based media planning, integrated cross-channel video mixes, aligned creative and media, and balancing short- and long-term goals. The research is based on data from the US and UK but is presented as relevant to the German market.
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