Abstract:

Separation of the main media categories ingrained in audience measurement is increasingly jeopardised by reality: affordable, easy-to-use communication and multi-media devices, maximising freedom of content and timing and often used on the go. The new edition of the Time Use Study set out to mirror this reality. The result is a snapshot of media use in Switzerland with numerous possibilities of zooming in on a detailed perspective, and a level of detail providing invaluable insights for future virtual cross-media panel footing in silo-measurement TV, radio and internet panels.