Media Focus brand trend: Coop is the most visible brand
In terms of advertising presence, Coop, Migros, and Google topped Media Focus’s “Markentrend Schweiz” ranking for the first half of 2022. Thanks to its media presence, the automotive industry remains the most visible sector.
Media Focus Switzerland's "Brand Trend H1 2022" analyzes the advertising and media presence of over 300 brands from 22 industries in Switzerland. Total visibility in the first half of 2022 amounts to CHF 4.4 billion. 1.7 billion will be generated via Paid Media and 2.7 billion via Earned Media. The ratio of advertising to communication/PR - the paid-earned ratio - is therefore 39 to 61 percent.
Thanks to its advertising presence, Coop is the most visible brand in Switzerland - followed by Migros. The tech giants Google and Apple follow in 3rd and 4th place. The automotive industry remains the most visible industry thanks to its large media presence.
With Ferrari and Gazprom, two brands made it into the top 20 most visible brands with virtually no advertising. The automotive sector is the most strongly represented with five brands, followed by the financial sector.
The Media Focus publication also includes "Battles of the Brands" from various industries. The comparison shows in each case who is the more visible brand, both overall and in the individual communication channels.
"Marketing and communication are key drivers of brand visibility. In our "Brand Trend" publication, we therefore link advertising and media presence data to present a holistic view of the communicative visibility of brands in the Swiss market," says Tina Fixle, CAO at Media Focus.
