UBS dominates media coverage
A study shows that the major bank UBS outperforms its competitor Credit Suisse even in media coverage. Furthermore, media reports on UBS are significantly less critical.
The study by the media analyst group I-M-A-G Switzerland and Kirchhoff Consult shows that the big bank UBS also outperforms its competitor Credit Suisse in terms of media coverage. Almost 4,800 articles from 17 print media were examined, reports SDA. UBS was mentioned in 45 percent of media reports on banks last year, while Credit Suisse was mentioned in 27 percent. The cantonal banks were in third place with 22 percent. All reports taken together would amount to an advertising value of CHF 46 million, taking into account the content and the attention generated. For UBS alone, the advertising value amounted to CHF 21 million. The contributions initiated by the banks, such as communiqués or interviews with journalists, achieved a high share of 67 percent of the media reports. UBS also fared well in terms of critical reporting, with much less critical reporting on UBS than on Credit Suisse. Critical media coverage of Credit Suisse was twice as extensive as that of UBS.
