While reach of linear TV is in constant decline, consumers spend an increasing amount of time on social media. Unfortunately, platforms like Facebook, Instagram, YouTube and Twitter are like silos. For that reason, reliable numbers for the cross-channel reach of social video advertising are hard to find.
At Mediahead, we did some number crunching based on our social video campaigns from the past six months in order to bring to you the first social media cross-channel reach calculation for Switzerland.
Here’s what we have found…
Social Video reach in Switzerland, age group 14-39
As our data shows, Social Video reaches between 80 and 95 percent of the 14 – 39 year old in Switzerland, depending on the region we look at. In the major cities, Social Video reaches nearly 100 percent.
Social Video reach in Switzerland, age group 40+
As for people over 40 years of age, the reach of Social Video is between 35 and 50 percent. Again, the reach in urban areas is significantly higher than in the rest of the country. For both target groups we found that reach is highest in the French speaking part and the city of Zurich, while it is lowest in the Italian speaking part and Central Switzerland.
As our analysis shows, the social media giants expand their dominance in the advertising market to the area of video advertising. Today already, Facebook, YouTube & Co. are capable of reaching the Swiss population comprehensively with video ads.