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La pubblicità televisiva in Svizzera compie 60 anni. I primi video promozionali furono trasmessi alle 19.25 del 1° febbraio 1965 sulle emittenti DRS, TSR e TSI. I telespettatori fecero così conoscenza con il Telespot. Una trasmissione rimasta nella memoria di molti grazie ai cartoni animati umoristici che l’aprivano e la chiudevano. Erano 12 minuti di spot di vari marchi e prodotti. Andavano in onda tutti giorni tranne domenica e giorni festivi.
Un tuffo nella storia: il primo Telespot diffuso all’allora TSI
Archivi RSI/Admeira 01.02.1965, 19:25
L’introduzione della pubblicità era stata autorizzata nel 1964 dalla Confederazione. La SSR aveva bisogno di finanziare l’offerta televisiva nelle tre lingue nazionali avviata nel 1958, dopo alcuni anni di sperimentazione nella Svizzera tedesca e francese.
In pieno boom economico gli spot riscontrarono enorme successo, anche se costavano oltre 6’000 franchi al minuto. La vendita degli spazi pubblicitari (attualmente affidata a Admeira) per 50 anni ha garantito alle reti SSR incassi importanti che hanno permesso il potenziamento dell’offerta. Da alcuni anni sono però in forte calo, a causa dell’affermarsi dei colossi di Internet.
In 60 anni oltre 10,5 milioni di spot
Dal 1965 sulle reti SSR sono stati trasmessi oltre 10,5 milioni di spot televisivi. Lo si apprende da una nota della società di commercializzazione pubblicitaria Admeira. Il costo nominale al minuto è su per giù ancora quello di allora: attorno ai 7’000 franchi. Nel frattempo però in Svizzera vi è stata un’inflazione di circa il 275% (per comprare quello che nel 1965 si acquistava con 7’000 franchi oggi ne servono oltre 26’000).
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