Brand Trend Switzerland H1 2020

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Brand Trend H1 2020 EN

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Q1 - Q2 2020: Quarterly Development

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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%).

Total Industry Visibility

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Key Facts

  • Vehicles is the undisputed number one in terms of earned media presence. In terms of paid visibility, the vehicles sector was only surpassed by retail trade & food.
  • Fashion & sport has a similar paid/earned ratio to the vehicles sector.
  • Retail trade & food achieved the highest total brand visibility due to the strongest advertising pressure and the third-highest earned media value of all sectors.

Top 10 Brands Visibility

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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.

Top 10 Brands Virality

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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.

Battle of the Brands

V-Zug vs. Electrolux

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Digital & household: 31 brands

  • Two competitors in the household electronics sector, the Swiss company V-Zug and the international giant Electrolux, have almost identical overall visibility. Only CHF 0.1 million (gross) lie between places 15 (V-Zug) and 17 (Electrolux) in the ranking of the Digital & Household sector.
  • V-Zug’s earned visibility is more than twice as high as Electrolux. Electrolux almost made up the resulting difference of 0.4 million through higher paid visibility. The paid/earned ratio is very one-sided in favour of paid media for both competitors. The bottom line resulted in a value of CHF 4.6 million (gross) for the overall visibility for V-Zug and a value of CHF 4.4 million (gross) for Electrolux.
  • Both V-Zug and Electrolux show clear potential for improvement in the earned area. While Electrolux is the frontrunner for TV advertising (Rank 3) and out-of-home (Rank 11), all earned media channels result in ranks between 20 and 29. The situation is similar for V-Zug, with Top 10 placements in Print, TV and external advertising and ranks beyond the 20th mark on earned media channels.

Adidas vs. Nike

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Fashion & Sport: 43 brands

  • The comparison of direct competitors Adidas and Nike is always exciting. In the overall market, Nike has a visibility of CHF 6.6 million (gross) (Rank 88) and is slightly ahead of Adidas with CHF 6.1 million (gross) (Rank 96). Within the fashion & sports sector, this puts Nike in 6th place and Adidas in 7th.
  • As is common in the sector, both competitors achieve the majority of their brand visibility through earned visibility. While the paid/earned ratio for Adidas is one-sided at 5:95, the trend towards earned media at Nike is also very clear at 7:93.
  • Nike is ahead of Adidas in relation to the paid channels print, TV and internet. Adidas, on the other hand, is strong in the earned area, especially in valuable print reporting.
  • While Adidas ranks ahead of Nike with influencers, it is the other way around in the case of online news. Notably, Nike is also in first place in social media, which indicates the high virality of the brand.

Pfister vs. Livique

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Building, industry, furnishings: 19 brands

  • With a lead of CHF 0.5 million (gross), Livique achieved slightly higher overall visibility (7.2 million) than its direct competitor Möbel Pfister (6.7 million). Both furniture stores make it into the top five most visible brands in the sample. Livique ranks third, Möbel Pfister fourth.
  • Around 28% of the total visibility in the Building, Industry, Furnishings sector is generated by earned media, while paid visibility makes up around 72 %. Both Livique and Möbel Pfister are well below the sector average with earned shares of around 4% and 9% respectively.
  • A look at the individual channels shows that Pfister is strong in paid TV, radio, out-of-home and internet advertising. It is only in the area of Print Advertising, at Rank 11, that there is room for improvement. In the earned area, Pfister achieves the best placings with influencers and on social media.
  • Livique, on the other hand, occupies podium places in print and internet advertising. In online news it is also strong, taking 7th place. Pfister lags behind in all earned channels in comparison with Livique, apart from in the case of SEO and Online.

Twin analysis H1 2020: ZKB

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Omnichannel Mix Twins

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.

Paid-Earned-Ratio Twins

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.

Paid Mix Twins

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.

Earned Mix Twins

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.

Omnichannel Earned & Paid H1 2020

Top 10 Earned

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Top 10 Paid

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