Total brand visibility 9.6 billion: ⌀ 30.3 million per brand
The total visibility of the 316 recorded brands amounted to 9.6 billion gross francs in 2023.
Paid-earned ratio in favor of earned media
Earned media accounts for 65% of total brand visibility, which corresponds to CHF 6.3 billion. This contrasts with CHF 3.3 billion in gross advertising pressure (35%).
Visibility almost unchanged in H1 2023 and H2 2023
Overall visibility is practically identical in H2 2023 compared to H1 2023 (-0.12%). The decline in earned presence (-3.3%) is offset by the increase in paid presence (+6.2%). The biggest driver for the decline in earned presence was the flattening of the media discussion about the UBS/CS merger. In percentage terms, the highest increase in visibility was recorded by the Cleaning sector (+89%), followed by the Personal Needs sector (+48%). On the other hand, the Financial Institutions sector recorded the biggest drop in visibility (-26%).
You can find the entire evaluation including exciting “Battles of the Brands” in our Brand Trend 2023.
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