Switzerland Brand Trends H1 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%).