Media Focus –
Data-driven insights

Switzerland Brand Trends 2023

Media Focus publishes total gross advertising and communications visibility for over 300 brands, as well as exciting “Battles of the Brands” for 2023.

2023 Annual summary – the Swiss advertising market

The “traditional” advertising market generated CHF 3.95 billion in gross advertising pressure in 2023. This represents a modest drop of -1.1%. Outdoor advertising once more enjoyed increased popularity (+16.3%), cushioning falls in TV (-8.3%) and print (-3.6%) advertising. Radio and cinema advertising also experienced growth (5.1% and 9.0% respectively), albeit to a much lower level in absolute terms. The order in Media Mix remained unchanged, although media did draw closer together: TV (36%; -3 percentage points) and print (35%, -1 percentage point) led the way, with out-of-home (22%; +3 percentage points), radio (6%, +1 percentage point) and cinema (0.8%) bringing up the rear.

Cooperation between Media Focus and Swissfundraising

On behalf of Swissfundraising, the association of professional fundraisers, Media Focus Schweiz will conduct an integral communication analysis (INCA) for the Swiss NPO market. Seventeen non-profit organizations will participate in the first study of its kind.

The study will focus on the communicative and promotional visibility of the charitable organizations on the Swiss market. The INCA (integral communication analysis) of the Swiss NPO market will examine all controllable aspects of communication. For this purpose, advertising presence (paid media), search engine presence (paid and owned media) and media presence (earned media) will be considered from a quantitative and qualitative perspective and contextualized using market data.

Cooperation Livesystems

Media Focus now integrates the digital Out of Home gross advertising revenues of Livesystems into the existing advertising print statistics for Switzerland. This increases the gross advertising volume in the Out of Home segment by 11% (basis 2021).
In the advertising print statistics for Switzerland, the classic and digital gross advertising revenues of the largest out-of-home providers are integrated. At present, advertising print in the out-of-home sector – both classic and digital – cannot be broken down by individual out-of-home providers. In the digital area, gross advertising revenues are reported as a whole. With the integration of the digital data from Livesystems, it is now possible to show the gross advertising sales of Livesystems from 2021 and 2022 separately in the advertising print statistics in the web-based evaluation tool WizzAd+.

Media Focus Schweiz GmbH uses data from the MACH Consumer and MACH Values divisions of WEMF AG to supplement its integral communications analysis of the Swiss health insurance market.

The integral communications analysis of the Swiss health insurance market looks at all controllable areas of communication. For this purpose, advertising presence (paid media), search engine presence (paid and owned media) and media presence (earned media) are considered from a quantitative and qualitative perspective and are contextualized using market data.