{"id":31830,"date":"2022-11-21T10:45:09","date_gmt":"2022-11-21T10:45:09","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=31830"},"modified":"2024-10-09T07:47:28","modified_gmt":"2024-10-09T07:47:28","slug":"werbemarkt-trend-oktober-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-oktober-2022\/","title":{"rendered":"La pression publicitaire n\u2019a jamais \u00e9t\u00e9 aussi \u00e9lev\u00e9e qu\u2019en\u00a02022"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Avec une pression publicitaire brute de 773,0 millions de francs, le mois d\u2019octobre est le plus performant en mati\u00e8re de publicit\u00e9 en 2022 et d\u00e9passe ainsi le mois de mars. Ce chiffre correspond \u00e0 une augmentation de 19,6% par rapport au m\u00eame mois de l\u2019ann\u00e9e derni\u00e8re. Rapport\u00e9e au mois pr\u00e9c\u00e9dent, c\u2019est-\u00e0-dire \u00e0 septembre,  l\u2019augmentation s’\u00e9l\u00e8ve \u00e9 20.4%.<\/p>\n\n\n\n

Avant la p\u00e9riode des ventes de No\u00ebl, la pression publicitaire de 2022 s\u2019\u00e9l\u00e8ve au total \u00e0 5407 millions de francs bruts et est ainsi 27,8% plus \u00e9lev\u00e9e qu\u2019en 2021.<\/p>\n\n\n\n

Elle ne baisse que dans trois secteurs: Nettoyage, Cosm\u00e9tiques et soins du corps<\/strong> ainsi que Digital et m\u00e9nages<\/strong>.<\/p>\n\n\n\n

C\u2019est la campagne du DETEC (D\u00e9partement f\u00e9d\u00e9ral de l’environnement, des transports, de l’\u00e9nergie et de la communication) promouvant les \u00e9conomies d\u2019\u00e9nergie qui a g\u00e9n\u00e9r\u00e9 la plus grande pression publicitaire en octobre.<\/p>\n\n\n\n


Pression publicitaire sur le march\u00e9 global
<\/strong>
D\u00e9veloppement de la pression publicitaire au mois d\u2019octobre 2022 en millions de francs bruts<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n



Le commerce de d\u00e9tail arrive sans conteste en t\u00eate<\/strong><\/p>\n\n\n\n

Avec une augmentation de 35,6%, le Commerce de d\u00e9tail<\/strong> conserve sa premi\u00e8re place. C\u2019est toutefois le <\/strong>secteur de l\u2019\u00e9nergie<\/strong> qui a enregistr\u00e9 la plus forte croissance (+74,1%) en mati\u00e8re de pression publicitaire. Il est suivi de pr\u00e8s par le secteur des transports en commun<\/strong>, dont la pression publicitaire a augment\u00e9 de 66,8%. Les secteurs Loisirs, Gastronomie et Tourisme<\/strong> (+56,1%) et Services<\/strong> (+53,6%) ont \u00e9galement enregistr\u00e9 une forte hausse.<\/p>\n\n\n\n

Seuls trois secteurs voient leur pression publicitaire baisser en octobre <\/strong><\/p>\n\n\n\n

C\u2019est le secteur Nettoyage<\/strong> qui conna\u00eet le plus fort recul avec une baisse de 31,8%. La pression publicitaire du secteur Cosm\u00e9tiques et soins du corps<\/strong> n\u2019\u00e9volue que mod\u00e9r\u00e9ment (-8,0%). Le secteur Digital et m\u00e9nages<\/strong> n\u2019observe quant \u00e0 lui qu\u2019une tr\u00e8s faible baisse (-1,1%).<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n


Top du mois<\/strong> <\/p>\n\n\n\n


Les meilleurs annonceurs et les produits et services les plus promus (hors promotion d\u2019assortiments et d\u2019image et hors cat\u00e9gories) en octobre 2022<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n



Media Mix <\/strong><\/p>\n\n\n\n

Mix de m\u00e9dias pour le mois d\u2019octobre<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n


<\/p>\n\n\n\n

\n
R\u00e9sum\u00e9 de l\u2019ann\u00e9e 2021<\/a><\/div>\n<\/div>\n\n\n\n
\n
Tendance du march\u00e9 de septembre<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Avec une pression publicitaire brute de 773,0 millions de francs, le mois d\u2019octobre est le plus performant en mati\u00e8re de publicit\u00e9 en 2022 et d\u00e9passe ainsi le mois de mars. Ce chiffre correspond \u00e0 une augmentation de 19,6% par rapport au m\u00eame mois de l\u2019ann\u00e9e derni\u00e8re. Rapport\u00e9e au mois pr\u00e9c\u00e9dent, c\u2019est-\u00e0-dire \u00e0 septembre,  l\u2019augmentation s’\u00e9l\u00e8ve \u00e9 […]<\/p>\n","protected":false},"author":12,"featured_media":32092,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,8,187],"tags":[],"class_list":["post-31830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publications","category-publikationen","category-tendance-du-marche-publicitaire"],"acf":[],"yoast_head":"\nLa pression publicitaire n\u2019a jamais \u00e9t\u00e9 aussi \u00e9lev\u00e9e qu\u2019en\u00a02022 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Tendance du march\u00e9 publicitaire en octobre 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-oktober-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 n\u2019a jamais \u00e9t\u00e9 aussi \u00e9lev\u00e9e qu\u2019en\u00a02022 - 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