Visibility 2.4 billion: Ø 4.6 million per brand
In the first half of 2020, the overall measured visibility of the 523 brands amounted to a total of CHF 2.4 billion (gross).
Covid crisis noticeable in 2nd quarter
In the first quarter, overall visibility was approximately 14% below the previous year’s level. The decline during the second quarter was 28%.
Coop & Migros responsible for 12% of visibility of all Swiss brands
The top sector, Retail trade & food, achieved impressive overall visibility of CHF 555 million (gross). This corresponds to around 23% of the visibility of all sectors in the Swiss advertising market.
Brand visibility: 56% not controllable
Paid visibility (44%) was below earned visibility (56%) in H1 2020.
As in 2019, Retail trade & vehicles are the most visible sectors
The vehicles sector achieved the greatest earned visibility, at 310 million. Retail trade & food generated the most advertising pressure, at 356 million.
Only the cleaning sector is in the black
The cleaning sector was able to significantly increase sector visibility during the first two quarters of 2020 compared to the previous year. The paid/earned ratio is very one-sided, with 94% paid visibility.
Q1 vs. Q2 Significant differences between the sectors
The high overall visibility of the retail sector was almost identical in Q1 and Q2 (+1%). The biggest increase in Q2 compared to the first quarter was in Beverages, with an increase of 16%. The most significant decrease was recorded by Personal Care (-52%).
The 10 most visible brands make up around a quarter of the total brand visibility in the Swiss advertising market. After the first half of 2019, Coop was already ahead of its major competitor Migros in terms of overall visibility. At the end of the year, however, Migros was narrowly ahead. An interesting fact: while 81% of brand visibility was achieved by Coop through paid media, Migros only recorded around 52%.
Credit Suisse snatches the bronze medal. Along with 5th placed UBS, it is one of two financial sector representatives in the top 10. SBB ranks fourth between the two big banks.
Three car manufacturers make it into the ranking: VW (7th place), Mercedes (8th place) and BMW (10th place), all mainly scoring with earned visibility. Swisscom in 6th place and Apple in 9th place complete the ranking.
The virality ranking is in the hands of two types of companies: six car manufacturers and three camera manufacturers are represented. Why is this the case? Cars are a popular subject and stimulate discussions. In addition to the virality, this is also reflected in the extraordinarily high earned share of the vehicle sector. Camera manufacturers, in turn, benefit greatly from customers who add links and hashtags to the camera manufacturers in their photos and videos.
As in the previous year, the virality values measured across all brands were significantly higher in the first quarter than in the second quarter of the year.
Nike also made it back into the virality ranking again. Along with high virality values, the sporting goods manufacturer is also characterised by a predominantly earned versus paid media share.
Adidas vs. Nike
Pfister vs. Livique
The car brands Volvo and Opel show a distribution of the overall visibility across the individual channels which iscomparable to ZKB. The percentages of TV advertising, print and online news are particularly similar.
When looking at ZKB's paid/earned ratio, Jaguar catches the eye as a strategic twin. The ratio is identical at 37:63, while the overall visibility is around three times smaller. Online fashion retailer Asos also has a similar relationship between paid and earned visibility.
There is no confusingly similar paid distribution in the sample, as is the case for ZKB. The proportions are similar for Apple. However, TV is even more in the foreground, while print receives less attention. At C&A, only the TV share is at a similar level.
The earned visibility of ZKB is primarily composed of mentions in print and online news and, to a small extent, social media mentions. In the case of BP and Daihatsu, a representative of the energy sector and a car brand, there are similar distributions.