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Category: Brand trend

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.

Total brand visibility 9.6 billion: ⌀ 30.3 million per brand

The total visibility of the 316 recorded brands amounted to 9.6 billion gross francs in 2023.

Paid-earned ratio in favor of earned media

Earned media accounts for 65% of total brand visibility, which corresponds to CHF 6.3 billion. This contrasts with CHF 3.3 billion in gross advertising pressure (35%).

Visibility almost unchanged in H1 2023 and H2 2023

Overall visibility is practically identical in H2 2023 compared to H1 2023 (-0.12%). The decline in earned presence (-3.3%) is offset by the increase in paid presence (+6.2%). The biggest driver for the decline in earned presence was the flattening of the media discussion about the UBS/CS merger. In percentage terms, the highest increase in visibility was recorded by the Cleaning sector (+89%), followed by the Personal Needs sector (+48%). On the other hand, the Financial Institutions sector recorded the biggest drop in visibility (-26%).

You can find the entire evaluation including exciting “Battles of the Brands” in our Brand Trend 2023.

Download now!

Brand Trends 2023

Switzerland Brand Trends
H1 2023

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

Total visibility 4.9 billion: avg. 15.4 million per brand

The total visibility of the 315 brands recorded amounted to CHF 4.9 billion gross in the first six months of 2023.

Paid/earned ratio in favor of earned media

65% of total visibility is apportioned to earned media, corresponding to CHF 3.2 billion. Conversely, gross advertising pressure (35%) amounted to CHF 1.7 billion.

Visibility increase from H1 2022 to H1 2023

In the first half of 2023, total visibility increased by CHF 457.7 million (+10%) in comparison to the first half of 2022. The decisive factor in this is the increase in earned presence (+18%). Meanwhile, paid presence fell slightly (-2%). In terms of percentage, the highest increase in visibility (+88%) comes in the financial institutions sector (CS/UBS merger). On the other end, the energy sector has seen the largest drop in visibility (-31%).

You can find the entire evaluation including exciting “Battles of the Brands” from 7 industries in our Brand Trend H1 2023.

Download now!

Brand Trends H1 2023

Switzerland Brand Trends
2022

Media Focus publishes the gross value of total advertising & communication visibility for brands,
as well as an overview of the “Battles of the Brands” for 2022.

Total visibility 9.2 billion: Avg. 29.3 million per brand

The total visibility of the 315 brands recorded amounted to CHF 9.2 billion gross in 2022.

Paid/earned ratio in favor of earned media

60% of total visibility, corresponding to CHF 5.5 billion, is due to earned media. Conversely, gross advertising pressure (40%) amounted to CHF 3.7 billion.

Increase in visibility from H1 to H2

In the second half of 2022, total visibility increased by CHF 404.3 million (+9%). Paid presence (+17%) was the largest trigger behind this, but earned also saw an uptick of 4 percent.  The sector with the largest percentage growth was insurance (+48%), followed by fashion & sport (+31%) and energy (+28%). Visibility reduced for three sectors: optics & acoustics (-12%), pharmaceuticals & health (-9%) and telecommunications (-6%).

You can find the entire evaluation including exciting “Battles of the Brands” from 7 industries in our Brand Trend 2022.

Download now!

Brand Trends 2022

Brand Trend Switzerland
H1 2022

Brand Trends for the first half of 2022 shows that Coop is the most visible brand in Switzerland, thanks to its advertising presence, while media presence makes “automotive” the most visible sector. Plus, well-known brands go head-to-head in the “Battles of the Brands”.

The Brand Trends publication for the first half of 2022 from Media Focus Switzerland analyzes the advertising and media presence of more than 300 brands across 22 sectors in Switzerland.
 
Total visibility in the first six months of 2022 amounted to CHF 4.4 billion, all told, with CHF 1.7 billion generated via paid media and CHF 2.7 billion via earned media. The relationship between advertising and communications/PR (paid/earned ratio) sits at 39:61 percent.

Thanks to its advertising presence, Coop beats out Migros as the most visible brand in Switzerland, followed by tech heavyweights Google and Apple in places 3 and 4. The automotive sector remains the most visible industry, due to its substantial media presence.

Plus, the publication encompasses exciting “Battles of the Brands” from various sectors, including the following fields. Which is the most visible brand, both overall and in individual communications channels? Toyota or Tesla? Aldi or Lidl? Rolex or Omega?
 
Tina Fixle, CAO at Media Focus: “Marketing and communications are key drivers of brand visibility. That’s why our Brand Trends publication brings together data on advertising and media presence to generate a holistic view of brand visibility, in terms of communications, within the Swiss market. Holistically evaluating brand presence enables comparisons to be made.”

Brand Trend 2022Download

Brand Trend 2020

A small step “data linkage” – a big step for “brand management” and “communication research” in Switzerland!
The Brand Trend Switzerland, the most comprehensive publication on overall communicative visibility in the Swiss brand landscape, is here!
Which brands had the highest visibility in the first half of 2020, which had the highest virality? Who was most visible in print advertising? Who was reported on the most in online news and social media? The brand trend provides answers to these and many other questions.
In addition, you can expect three exciting “Battles of the Brands” and the “Twin Analysis” with strategic twins of ZKB.
The holistic evaluation of brand presence creates unique opportunities for comparison. Find out more now.

Brand Trend H1 2020

Brand Trend 2019

Ein kleiner Schritt „Datenverknüpfung” – ein grosser Schritt für „Markenführung” und A small step “data linkage” – a big step for “brand management” and “communication research” in Switzerland!
The Brand Trend Switzerland, the most comprehensive publication on overall communicative visibility in the Swiss brand landscape, is here!
Which brands had the highest visibility in 2019, which had the highest virality? Who was most visible in print advertising? Who was reported on the most in online news and social media? Brand Trends provides answers to these questions and many more.
In addition, you can expect three exciting “Battles of the Brands” and the “Twin Analysis” with strategic twins from grocery discounter Denner.

Brand Trend 2019

Brand Trend 2018

A small step “data linkage” – a big step for “brand management” and “communication research” in Switzerland!
In addition to Total Industry Visibility, you can expect three exciting “Battles of the Brands” and the “Twin Analysis” with strategic twins of SBB.
The holistic evaluation of brand presence creates unprecedented opportunities for comparison. Find out more now.

Brand Trend 2018

Brand Trend 2017

One small step “data linking” – one big step for “brand management” and “communication research” in Switzerland!
The new brand trend from Media Focus encompasses a completely new data culture and sets new standards for answering key questions in marketing & PR. The new currency in the communications market is called “Total Brand Visibility” and combines the advertising presence of brands with their media presence. A “must-have” for all company and brand managers who, in the world of omnichannel marketing, aim to reduce complexity in their day-to-day work by visualizing competitor analyses on a regular and industry-specific basis across all media channels in a way that is simple and easy for everyone to understand. The holistic evaluation of brand presence creates unprecedented opportunities for comparison.

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