These were the most visible brands in Switzerland in 2023
Media Focus's brand trend report highlights which brands were the most visible in 2023. The report analyzed 31 brands and 22 industries. Coop tops the ranking.
According to Media Focus, the total visibility of the 316 brands surveyed amounted to 9.6 billion gross francs in 2023, which corresponds to an average of 30.3 million per brand. 65% of the total visibility is attributable to earned media, which corresponds to 6.3 billion francs. This contrasts with 3.3 billion francs in gross advertising pressure (35%).
Visibility has remained more or less the same over the year - in the second half of 2023 it decreased by 0.12 percentage points compared to the first half of 2023. 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 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 care sector (+48%). On the other hand, the financial institutions sector recorded the highest decrease in visibility (-26%), but remains in second place overall - behind the still strong automotive 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.
