Switzerland Brand Trends 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%).