{"id":24318,"date":"2022-09-20T13:05:56","date_gmt":"2022-09-20T11:05:56","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=24318"},"modified":"2024-10-09T07:52:27","modified_gmt":"2024-10-09T07:52:27","slug":"werbemarkt-trend-august-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-august-2022\/","title":{"rendered":"La pression publicitaire brute vit une reprise"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Les temps forts du mois d&rsquo;ao\u00fbt<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/03\/Titelbild-FR-2022.png\" alt=\"\" class=\"wp-image-7515\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Avec 438,6&nbsp;millions de francs bruts, le mois publicitaire d\u2019ao\u00fbt enregistre une hausse de 14% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<br>La pression publicitaire brute augmente ainsi de 4,4% par rapport au mois de juillet pr\u00e9c\u00e9dent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au total, 15&nbsp;secteurs augmentent leur pression publicitaire et passent \u00e0 un pourcentage \u00e0 deux&nbsp;chiffres. Ainsi, la pression publicitaire brute du mois d\u2019ao\u00fbt se remet progressivement du creux estival.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019ensemble de la pression publicitaire de&nbsp;2022 s\u2019\u00e9l\u00e8ve \u00e0 3990&nbsp;millions de francs bruts, soit 34% de plus qu\u2019en&nbsp;2021. <sub><\/sub><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><strong>Pression publicitaire sur le march\u00e9 global<br><\/strong><br>D\u00e9veloppement de la pression publicitaire au mois d\u2019ao\u00fbt 2022 en millions de francs bruts<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"886\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt-1024x886.png\" alt=\"\" class=\"wp-image-25112\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt-1024x886.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt-300x260.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt-768x664.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt.png 1261w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"479\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt_Tabelle-1024x479.png\" alt=\"\" class=\"wp-image-25115\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt_Tabelle-1024x479.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt_Tabelle-300x140.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt_Tabelle-768x359.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Gesamtmarkt_Tabelle.png 1093w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Les t\u00e9l\u00e9communications repartent \u00e0 la hausse apr\u00e8s un creux en juillet<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">16&nbsp;secteurs sur 21 augmentent leur pression publicitaire en ao\u00fbt par rapport au m\u00eame mois l\u2019ann\u00e9e derni\u00e8re. C\u2019est le <strong>secteur du tabac <\/strong>(+137,9%) qui affiche la plus forte augmentation.&nbsp; <strong>Le secteur de la construction, de l\u2019industrie et de l\u2019ameublement <\/strong>(+48%) pr\u00e9sente la deuxi\u00e8me plus forte augmentation en pourcentage et reste \u00e0 la deuxi\u00e8me place du classement annuel global, derri\u00e8re le <strong>commerce de d\u00e9tail<\/strong>, qui augmente \u00e9galement par rapport \u00e0 la moyenne (26,5%). La troisi\u00e8me place est occup\u00e9e, comme le mois pr\u00e9c\u00e9dent, <strong>par le secteur des loisirs, de la gastronomie et du tourisme<\/strong>. Ce secteur a augment\u00e9 sa pression publicitaire de 17,8% en ao\u00fbt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur de la <strong>t\u00e9l\u00e9communication<\/strong> a pu augmenter sa pression publicitaire de 13% par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Compar\u00e9 au faible mois de juillet pr\u00e9c\u00e9dent, ce chiffre est m\u00eame sup\u00e9rieur avec 49%, ce qui repr\u00e9sente la deuxi\u00e8me plus forte augmentation en pourcentage par rapport au mois pr\u00e9c\u00e9dent, juste apr\u00e8s les <strong>produits tabagiques<\/strong> (145%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong><strong>Pression publicitaire plus faible que l\u2019ann\u00e9e derni\u00e8re pour cinq&nbsp;secteurs <\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cinq&nbsp;secteurs enregistrent une baisse de la pression publicitaire par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Le secteur du<strong> nettoyage<\/strong> enregistre le plus fort recul (-37,6%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par ailleurs, les secteurs de l\u2019<strong>alimentation<\/strong> (-20,6%), du <strong>num\u00e9rique et du m\u00e9nage<\/strong> (-3,0%), de l\u2019<strong>automobile<\/strong> (-13,6%) et des <strong>cosm\u00e9tiques et soins du corps<\/strong> (-0,9%) r\u00e9duisent leur pression publicitaire en ao\u00fbt.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"592\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Branchen-1024x592.png\" alt=\"\" class=\"wp-image-25118\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Branchen-1024x592.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Branchen-300x174.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Branchen-768x444.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Branchen.png 1319w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><strong>Top du mois<\/strong> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>Les meilleurs annonceurs et les produits et services les plus promus (hors promotion d\u2019assortiments et d\u2019image et hors cat\u00e9gories) en ao\u00fbt&nbsp;2022<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"306\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Werbungtreibende-1-1024x306.png\" alt=\"\" class=\"wp-image-25138\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Werbungtreibende-1-1024x306.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Werbungtreibende-1-300x90.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Werbungtreibende-1-768x229.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Werbungtreibende-1.png 1199w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"306\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Produkte-1-1024x306.png\" alt=\"\" class=\"wp-image-25141\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Produkte-1-1024x306.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Produkte-1-300x90.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Produkte-1-768x229.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/09\/19_09_22_FR_Produkte-1.png 1199w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Media Mix <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mix de m\u00e9dias pour le mois d\u2019ao\u00fbt<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"869\" height=\"345\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/08\/19_08_2022_FR_Media-Mix.png\" alt=\"\" class=\"wp-image-22967\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/08\/19_08_2022_FR_Media-Mix.png 869w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/08\/19_08_2022_FR_Media-Mix-300x119.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/08\/19_08_2022_FR_Media-Mix-768x305.png 768w\" sizes=\"auto, (max-width: 869px) 100vw, 869px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><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\/fr\/jahresresume-schweizer-werbemarktvon-cao-tina-fixle\/\">R\u00e9sum\u00e9 de l\u2019ann\u00e9e 2021<\/a><\/div>\n<\/div>\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\/fr\/werbemarkt-trend-juli-2022\/\">Tendance du march\u00e9 juillet<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les temps forts du mois d&rsquo;ao\u00fbt Avec 438,6&nbsp;millions de francs bruts, le mois publicitaire d\u2019ao\u00fbt enregistre une hausse de 14% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.La pression publicitaire brute augmente ainsi de 4,4% par rapport au mois de juillet pr\u00e9c\u00e9dent. Au total, 15&nbsp;secteurs augmentent leur pression publicitaire et passent \u00e0 un pourcentage \u00e0 deux&nbsp;chiffres. Ainsi, la [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":24875,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,187],"tags":[],"class_list":["post-24318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publications","category-tendance-du-marche-publicitaire"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La pression publicitaire brute vit une reprise - Werbekompass<\/title>\n<meta name=\"description\" content=\"Tendance du march\u00e9 publicitaire en ao\u00fbt 2022 avec le mix m\u00e9dia, les produits phares, les annonceurs et les secteurs.\" \/>\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\/werbemarkt-trend-august-2022\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La pression publicitaire brute vit une reprise - 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