Brand Safety: Swiss Studies Highlight Importance for Advertisers & Consumers
Swiss Advertising Market: Credibility & Brand Safety – Key Findings
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What: Two new studies (PwC & gfs-zürich) reveal a growing recognition of the importance of a credible advertising habitat, with journalistic media significantly outperforming social media in trust and credibility.This has led to the launch of a new campaign, “Credibility works Better,” by the Swiss Media Publishers Association (VSM).
Where: Switzerland. The studies specifically focus on the Swiss advertising market.
When: August 28, 2025 (date of campaign launch announcement – implied from link). The studies were likely conducted prior to this date.
Why it Matters: Advertisers are increasingly concerned with “brand safety” - ensuring ads appear in appropriate and trustworthy environments. While short-term performance metrics often drive budgets towards social media, companies recognise the long-term value of brand building through credible media. This presents a significant possibility for Swiss journalistic media. Fake news negatively impacts perceptions of advertising environments.
What’s Next: The VSM will continue to promote the “Credibility Works Better” campaign to highlight the advantages of journalistic media. Media companies will need to balance short-term performance goals with long-term brand positioning and maintain the integrity of their quality offerings to capitalize on this trend.
Key Data & Statistics
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| Metric | Value | Source |
|---|---|---|
| Companies considering “brand safety” increasingly vital | 82% | PwC Study |
| Average spend on traditional media | 30-60% | PwC Study |
| Average spend on digital media | 40-70% | PwC Study |
Detailed Breakdown of Findings
Trust & Credibility: Journalistic media consistently score higher in trust and credibility compared to social media.
Advertising Effectiveness: Quality journalism offers a safer environment for advertisers, leading to higher ad recall, lasting impressions, and increased brand visibility.
Budget Allocation: Companies currently allocate a significant portion of their budgets to both traditional (30-60%) and digital (40-70%) media.
Brand Safety Concerns: A large majority (82%) of companies prioritize brand safety when placing advertisements.
Campaign Focus: The “Credibility Works Better” campaign aims to publicize these findings and promote the benefits of journalistic media.
Further Information:
Swiss Media Publishers Association Campaign (German)
8) FINAL SELF-CHECK (HARD STOP)
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