{"id":192685,"date":"2025-02-11T12:40:49","date_gmt":"2025-02-11T12:40:49","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=192685"},"modified":"2025-06-19T14:20:43","modified_gmt":"2025-06-19T14:20:43","slug":"tendances-des-marques-suisse-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/tendances-des-marques-suisse-2024\/","title":{"rendered":"Tendances des marques Suisse 2024"},"content":{"rendered":"\n<p><strong>Media Focus publie le total brut de la visibilit\u00e9 de la publicit\u00e9 et de la communication pour plus de 320 marques ainsi que des \u00ab&nbsp;Battles of the Brands&nbsp;\u00bb passionnants pour 2024.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Slide1-1024x576.jpg\" alt=\"\" class=\"wp-image-192687\" style=\"width:1000px;height:auto\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Slide1-1024x576.jpg 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Slide1-300x169.jpg 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Slide1-768x432.jpg 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Slide1.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/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:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/2024.png\" alt=\"\" class=\"wp-image-192659 size-full\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/2024.png 457w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/2024-300x197.png 300w\" sizes=\"auto, (max-width: 457px) 100vw, 457px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>Visibilit\u00e9 totale de 8.8 milliards : \u2300 27.6 millions par marque<\/strong><br><\/p>\n\n\n\n<p>La visibilit\u00e9 totale des 320 marques recens\u00e9s s&rsquo;\u00e9levait \u00e0 8.8 milliards de francs bruts en 2024.<\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:25% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"457\" height=\"300\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Ratio.png\" alt=\"\" class=\"wp-image-192662 size-full\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Ratio.png 457w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Ratio-300x197.png 300w\" sizes=\"auto, (max-width: 457px) 100vw, 457px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>Ratio Paid-Earned en faveur des Earned-Media<br><\/strong><\/p>\n\n\n\n<p>65% de la visibilit\u00e9 totale revient au earned media, ce qui correspond \u00e0 5.7 milliards de francs. En face, la pression publicitaire brute est de 3.1 milliards de francs (35%).<\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:25% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"457\" height=\"299\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Abnahme.png\" alt=\"\" class=\"wp-image-192665 size-full\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Abnahme.png 457w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Abnahme-300x196.png 300w\" sizes=\"auto, (max-width: 457px) 100vw, 457px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>Baisse de la visibilit\u00e9 entre S 1 20 24 et S 2 20 24<\/strong><br><\/p>\n\n\n\n<p>La visibilit\u00e9 globale a diminu\u00e9 \u00e0 la fois par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente et dans la comparaison semestrielle. De 2023 \u00e0 2024, elle a baiss\u00e9 de -7,97%, et de H1 2024 \u00e0 H2 2024, elle a diminu\u00e9 de -3,04%. Cependant,<br>dans la comparaison semestrielle de 2024, il y a eu une augmentation de la pr\u00e9sence Paid de 9,05%, tandis que la pr\u00e9sence Earned a diminu\u00e9 de -9,04%. Le plus grand pourcentage d&rsquo;augmentation de visibilit\u00e9 dans la comparaison semestrielle a \u00e9t\u00e9 observ\u00e9 dans la branche du Tabac (+31%), suivie de la branche des <strong>Fournitures personnelles<\/strong> (+24%). En revanche, la branche des <strong>Institutions financi\u00e8res<\/strong> a enregistr\u00e9 la plus<br>forte baisse de visibilit\u00e9 (-17%), suivie de la branche des <strong>Montres &#038; bijoux<\/strong> (-14%).<\/p>\n<\/div><\/div>\n\n\n\n<p>Vous trouverez l\u2019ensemble de l\u2019\u00e9valuation, y compris les passionnantes \u00ab&nbsp;Battles of the Brands&nbsp;\u00bb dans notre Tendance des marques 2024.<\/p>\n\n\n\n<p>T\u00e9l\u00e9charger maintenant !<br><br><\/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:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/FR_Markentrend-2024.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Tendances des marques Suisse 2024<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Media Focus publie le total brut de la visibilit\u00e9 de la publicit\u00e9 et de la communication pour plus de 320 marques ainsi que des \u00ab&nbsp;Battles of the Brands&nbsp;\u00bb passionnants pour 2024. Visibilit\u00e9 totale de 8.8 milliards : \u2300 27.6 millions par marque La visibilit\u00e9 totale des 320 marques recens\u00e9s s&rsquo;\u00e9levait \u00e0 8.8 milliards de francs [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[101,187],"tags":[],"class_list":["post-192685","post","type-post","status-publish","format-standard","hentry","category-etudes","category-tendance-du-marche-publicitaire"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tendances des marques Suisse 2024 - 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 320 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-2024\/\" \/>\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 2024 - 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