{"id":193018,"date":"2025-02-11T12:41:26","date_gmt":"2025-02-11T12:41:26","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=193018"},"modified":"2025-03-05T12:42:09","modified_gmt":"2025-03-05T12:42:09","slug":"marche-publicitaire-d-a-ch-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/marche-publicitaire-d-a-ch-2024\/","title":{"rendered":"March\u00e9 publicitaire D-A-CH 2024"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-FR-1024x576.png\" alt=\"\" class=\"wp-image-193020\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-FR-1024x576.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-FR-300x169.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-FR-768x432.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-FR-1536x864.png 1536w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-FR-2048x1152.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>R\u00e9sum\u00e9 de gestion \u2013 <\/strong>Tendance du march\u00e9 publicitaire<br>D-A-CH 2024<\/h2>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>\u00c9volution de la tendance D-A-CH<\/strong><\/p>\n\n\n\n<p>La <strong>pression publicitaire brute pour la r\u00e9gion D-A-CH<\/strong> s&rsquo;\u00e9l\u00e8ve \u00e0 <strong>44.4 milliards d&rsquo;euros<\/strong> en 2024, ce qui repr\u00e9sente une <strong>augmentation de 4.4 %<\/strong> par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L&rsquo;Allemagne<\/strong> est le principal moteur de cette croissance avec <strong>+5.0 %<\/strong>.<\/li>\n\n\n\n<li><strong>L&rsquo;Autriche<\/strong> enregistre une hausse de <strong>+4.9 %<\/strong>.<\/li>\n\n\n\n<li><strong>La Suisse<\/strong> reste quasi stable avec <strong>-0.6 %<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Principales entreprises<\/strong><\/p>\n\n\n\n<p>Le paysage publicitaire continue d&rsquo;\u00eatre domin\u00e9 par les grandes entreprises FMCG et du commerce de d\u00e9tail :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Procter &#038; Gamble<\/strong> reste l\u2019un des plus grands annonceurs dans les trois pays.<\/li>\n\n\n\n<li><strong>XXXLutz<\/strong> conserve sa position de leader en Autriche.<\/li>\n\n\n\n<li><strong>Henkel<\/strong> progresse significativement et atteint la 4e place en Allemagne et en Suisse.<\/li>\n\n\n\n<li>En Suisse, <strong>les d\u00e9taillants Coop et Migros restent les principaux annonceurs<\/strong>.<\/li>\n\n\n\n<li>En <strong>Allemagne<\/strong> et en <strong>Autriche<\/strong>, plusieurs d\u00e9taillants figurent \u00e9galement parmi les 5 premiers.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Mix<\/strong> <strong>m\u00e9dia<\/strong><\/p>\n\n\n\n<p>Le mix m\u00e9dia r\u00e9v\u00e8le une dynamique claire :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La t\u00e9l\u00e9vision<\/strong> <strong>reste globalement le m\u00e9dia dominant<\/strong>.<\/li>\n\n\n\n<li><strong>L\u2019Out of Home<\/strong> <strong>conna\u00eet la plus forte croissance (+10.8 %)<\/strong> et devient de plus en plus pertinent.<\/li>\n\n\n\n<li><strong>La publicit\u00e9 display<\/strong> <strong>progresse \u00e9galement de mani\u00e8re significative (+6.1 %)<\/strong>.<\/li>\n\n\n\n<li><strong>La presse \u00e9crite<\/strong> <strong>recule fortement en Suisse (-5.5 %) mais progresse l\u00e9g\u00e8rement en Allemagne (+1.2 %) et en Autriche (+1.0 %)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Pression publicitaire par habitant<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L&rsquo;Allemagne<\/strong> reste le pays avec les d\u00e9penses publicitaires par habitant les plus faibles : <strong>428 euros<\/strong>.<\/li>\n\n\n\n<li><strong>L\u2019Autriche<\/strong> atteint <strong>467 euros<\/strong>.<\/li>\n\n\n\n<li>La <strong>Suisse<\/strong> est en t\u00eate avec <strong>505 euros<\/strong> par habitant.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Conclusion<\/strong><\/p>\n\n\n\n<p>Le march\u00e9 publicitaire de la <strong>r\u00e9gion D-A-CH<\/strong> affiche une croissance globale de 4.4 % en 2024, port\u00e9e par la <strong>publicit\u00e9 en ligne et l\u2019Out of Home<\/strong>.<\/p>\n\n\n\n<p><strong>L&rsquo;Allemagne<\/strong> et <strong>l&rsquo;Autriche<\/strong> connaissent une croissance similaire. La <strong>t\u00e9l\u00e9vision<\/strong> reste particuli\u00e8rement dominante en <strong>Allemagne<\/strong>. La <strong>Suisse<\/strong> est l\u00e9g\u00e8rement en baisse (-0.6 %), en raison du recul continu de la <strong>publicit\u00e9 imprim\u00e9e<\/strong>.<\/p>\n\n\n\n<p>Retrouvez plus de d\u00e9tails dans la publication compl\u00e8te !<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\/03\/D-A-CH-Werbetrend-2024-FR.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Lire l&rsquo;\u00e9tude D-A-CH en entier<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9sum\u00e9 de gestion \u2013 Tendance du march\u00e9 publicitaireD-A-CH 2024 \u00c9volution de la tendance D-A-CH La pression publicitaire brute pour la r\u00e9gion D-A-CH s&rsquo;\u00e9l\u00e8ve \u00e0 44.4 milliards d&rsquo;euros en 2024, ce qui repr\u00e9sente une augmentation de 4.4 % par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente. Principales entreprises Le paysage publicitaire continue d&rsquo;\u00eatre domin\u00e9 par les grandes entreprises FMCG [&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],"tags":[],"class_list":["post-193018","post","type-post","status-publish","format-standard","hentry","category-etudes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>March\u00e9 publicitaire D-A-CH 2024 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus Suisse, Nielsen Allemagne et Focus Autriche pr\u00e9sentent l&#039;\u00e9volution du march\u00e9 publicitaire D-A-CH pour 2024.\" \/>\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\/marche-publicitaire-d-a-ch-2024\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"March\u00e9 publicitaire D-A-CH 2024 - 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