Switzerland Brand Trends
H1 2024

Total brand visibility 4.5 billion: ⌀ 14.0 million per brand

The total brand visibility of the 320 recorded brands amounted to CHF 4.5 billion gross in the first half of 2024.

Paid-earned ratio in favor of earned media

Earned media accounts for 67% of total visibility, which corresponds to CHF 3.0 billion. This contrasts with CHF 1.5 billion in gross advertising pressure (33%).

Reduction in visibility from H1 2023 to H1 2024

Overall visibility fell by -6.7% in the first half of 2024 compared to the first six months of 2023. There was a decline in both paid presence        (-8.4%) and earned presence (-5.8%). This is mainly due to the UBS/CS merger in 2023 and its media discussion. In percentage terms, the highest increase in visibility was in the Leisure, gastronomy, tourism sector (+51%), followed by the Optics & Acoustics sector (+34%). In contrast, the Wholesale distributors sector recorded the highest decrease in visibility (-67%), followed by the Tobacco sector (-49%).