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The WEMF AG for advertising media research (also: REMP Recherches et études des médias publicitaires ), headquartered in Zurich rises in Switzerland and Liechtenstein figures for media consumption in terms of the target group placement of display advertising in newspapers and magazines. She also deals with national readership research and legalization . In addition, the WEMF creates further marketing-relevant studies and statistics in the field of media and advertising.


The WEMF's MACH research system is relevant for print media, cinema and sponsoring. With MACH Consumer, the WEMF publishes the largest annual consumption study in Switzerland. Since 2007 she has been using Radar Psychography , which is owned by DemoSCOPE . However, the WEMF has the usage rights for their use in the studies of the MACH research system. This is based on a psychography test in which the respondents comment on 26 general statements without knowing what it is really about. The response pattern shows the value profile of the respondents with regard to their likely buying behavior . This profile will be compared with responses to reading interests. MACH Radar will be replaced by the new product MACH Values in 2021 .

The MA Strategy Intermedia study also provides comparative data for evaluating different media mixes . The development of the market in the direction of all / cross media is reflected in the Total Audience study (in collaboration with NET-Metrix AG), which combines press and online data. The WEMF commissions the market research institutes DemoSCOPE, LINK and MIS Trend with telephone and online data surveys and with the previous telephone acquisition of participants. The market research institutes LINK , MIS Trend and Intervista will be commissioned to collect data from 2021 .


The WEMF was founded in 1964 as a neutral, not-for-profit research organization to create transparency in the media and advertising market. Founders and shareholders were the four main interest groups of the Swiss advertising industry from 1964:

See also

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Individual evidence

  1. Radar Psychography. Demo SCOPE AG, Adligenswil, accessed on February 2, 2019 .
  2. The WEMF is preparing its MACH studies for the future. Retrieved May 26, 2020 .
  4. The WEMF is preparing its MACH studies for the future. Retrieved May 26, 2020 .