Visibility 6.0 billion: Ø 11.0 million per brand
Total measured visibility of the 523 brands amounts to CHF 6.0 billion (gross) in 2019.
Visibility evenly spread over the quarters
The percentage shares of the four quarters in the total visibility for the year all move within the range of 23 to 26 percent. The highest share of
visibility for the year is achieved in Q4, with a good 26 percent.
50 brands = 50% of market presence
The three largest sectors retail trade & food, vehicles and finance generate over half of overall visibility.
Brand visibility: 54% uncontrollable
Earned visibility in 2019 lies slightly above paid visibility. The ratio between advertising and media presence is 46:54.
Most visible sectors: retail trade & vehicles
The vehicles sector achieves the greatest earned visibility, at 805 million. Retail trade & food generates the most advertising expenditure, at 795 million.
Christmas advertising pushes paid visibility in Q4
Paid brand visibility in the overall market only lies above earned visibility in Q4. This is due to the advertising campaigns for the Christmas period
(+36% compared to Q3).
Thirst-quenching: beverages in summer high
The beverages sector achieves 62 percent of overall visibility in Q2 and Q3, with over a third of the visibility for the year being generated in the months leading up to summer in Q2. This trend can be seen both in the paid and earned sector.
Migros is able to defend its top position in the visibility ranking from the previous year. Just behind, it is followed by eternal rival Coop, which achieved higher overall visibility in the second half of the year than Migros. Overall, the two retail giants are almost on a par. While Coop leads the way in the paid sector, Migros excels in earned media.
With a large gap separating it from the top two, SBB secures the bronze medal thanks to the third-highest earned share of all brands. Swisscom comes in at fourth place, closely followed by UBS.
The top 10 was completed by further brands from the vehicles sector, Credit Suisse and Apple. Rather unsurprisingly, the two major banks, UBS and Credit Suisse, both achieve the highest earned shares. Due to the Iqbal Kahn affair, however, many of these mentions have negative connotations. The 10 most visible brands accounted for 24 percent of visibility in the entire Swiss brand sample.
The three most viral brands of 2019 are Nikon, BMW and Audi. Despite a weak start to the year at place 122 in the first quarter, Nikon secures the highest virality of all brands over the entire year. This is primarily due to the frequent mentions in social media relating to images shot with Nikon cameras. These social media posts also benefit the two other camera manufacturers Canon in fifth place and Sony in ninth place in the ranking.
6 of the 10 most viral brands are car brands. Especially in Q1, in the run-up to the Geneva Motor Show, these brands achieve high virality values – before the virality sharply declines again during the second quarter. The exception is VW; the corporation based in Wolfsburg fluctuates between position 7 and 11 in the ranking over the quarters.
The only brand in the top 10 that is neither associated with cars nor cameras is the sporting goods giant Nike, ranking eighth.
Omnichannel Mix Twins
Barilla and SportXX have a similar distribution of visibility throughout all earned and paid media compared with Denner.
The paid-earned-ratio for Denner is almost identical to the ratio for discounter rival LIDL. Škoda likewise achieves a comparable paid/earned ratio in 2019, with similarly large overall visibility.
Paid Mix Twins
Similar to Denner, meat producer Bell and optician McOptic also focus on classic media for paid visibility. TV, print and outdoor advertising account for most of the advertising pie.
Earned Mix Twins
The earned visibility of Denner primarily comprises mentions in print and online news portals. Within the sector, the shares of the earned channels for Nestlé are structured similarly, as well as for BNP Paribas outside the sector.