{"id":129082,"date":"2024-03-06T16:14:13","date_gmt":"2024-03-06T16:14:13","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=129082"},"modified":"2024-10-09T06:35:20","modified_gmt":"2024-10-09T06:35:20","slug":"tendances-des-marques-suisse-2023","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/tendances-des-marques-suisse-2023\/","title":{"rendered":"Tendances des marques Suisse 2023"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/FR-Titelbild-Markentrend-2023-1024x487.png\" alt=\"\" class=\"wp-image-129235\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:24% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/Icon-2023-5.png\" alt=\"\" class=\"wp-image-129224 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\"><strong><strong><strong>Visibilit\u00e9 totale de 9.6 milliards : \u2300 30.3 millions par marque.<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La visibilit\u00e9 totale des 316 marques recens\u00e9s s&rsquo;\u00e9levait \u00e0 9,6 milliards de francs bruts en 2023.<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:24% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"457\" height=\"300\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/04\/Ratio.png\" alt=\"\" class=\"wp-image-65064 size-full\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/04\/Ratio.png 457w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/04\/Ratio-300x197.png 300w\" sizes=\"auto, (max-width: 457px) 100vw, 457px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\"><strong><strong><strong>Ratio Paid-Earned en faveur des Earned-Media<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">65% de la visibilit\u00e9 totale revient au earned media, ce qui correspond \u00e0 6,3 milliards de francs. En face, la pression publicitaire brute est de 3,3 milliards de francs (35%).<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:24% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/Icon-h1-h2.png\" alt=\"\" class=\"wp-image-129227 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\"><strong><strong><strong>Visibilit\u00e9 quasi identique au S1 2023 et au S2 2023<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La visibilit\u00e9 globale est pratiquement identique au S2 2023 par rapport au S1 2023 (-0.12%). Le recul de la pr\u00e9sence Earned (-3.3%) est compens\u00e9 par l&rsquo;augmentation de la pr\u00e9sence Paid (+6.2%). Le plus grand moteur du recul de la pr\u00e9sence Earned a \u00e9t\u00e9 l&rsquo;affaiblissement du d\u00e9bat m\u00e9diatique sur la fusion UBS\/CS. En pourcentage, c&rsquo;est la branche <strong>nettoyage<\/strong> qui a connu la plus forte augmentation de visibilit\u00e9 (+89%), suivie de la branche <strong>besoins personnels <\/strong>(+48%). En revanche, la branche <strong>Institutions financi\u00e8res <\/strong>enregistre la plus forte baisse de visibilit\u00e9 (-26%).<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous trouverez l&rsquo;ensemble de l&rsquo;\u00e9valuation, y compris les passionnantes \u00ab\u00a0Battles of the Brands\u00a0\u00bb dans notre Tendance des marques 2023.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00e9l\u00e9charger maintenant !<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/FR_Markentrend-2023-2.pdf\">Tendances des marques 2023<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Visibilit\u00e9 totale de 9.6 milliards : \u2300 30.3 millions par marque. La visibilit\u00e9 totale des 316 marques recens\u00e9s s&rsquo;\u00e9levait \u00e0 9,6 milliards de francs bruts en 2023. Ratio Paid-Earned en faveur des Earned-Media 65% de la visibilit\u00e9 totale revient au earned media, ce qui correspond \u00e0 6,3 milliards de francs. En face, la pression publicitaire [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":129143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,188],"tags":[],"class_list":["post-129082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publications","category-tendance-de-la-marque"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tendances des marques Suisse 2023 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus publie le total brut de la visibilit\u00e9 de la publicit\u00e9 et de la communication pour plus de 300 marques.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/werbekompass.ch\/fr\/tendances-des-marques-suisse-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendances des marques Suisse 2023 - 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