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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.

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Brand Trends H1 2023

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