{"id":61928,"date":"2023-03-16T17:35:20","date_gmt":"2023-03-16T17:35:20","guid":{"rendered":"https:\/\/mediafocus.ch\/non-categorise\/werbemarkt-trend-februar-2\/"},"modified":"2024-10-09T07:42:01","modified_gmt":"2024-10-09T07:42:01","slug":"werbemarkt-trend-februar-2","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-februar-2\/","title":{"rendered":"L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"710\" height=\"482\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/02\/Titelbild-FR.png\" alt=\"\" class=\"wp-image-57100\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/02\/Titelbild-FR.png 710w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/02\/Titelbild-FR-300x204.png 300w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/figure>\n\n\n\n<p>Le march\u00e9 publicitaire suisse s\u2019est termin\u00e9 en f\u00e9vrier avec 436,6&nbsp;millions de francs bruts et une baisse de 9,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Si l\u2019on compare \u00e0 janvier&nbsp;2023, la pression publicitaire a cependant l\u00e9g\u00e8rement augment\u00e9 (+0,7%).<\/p>\n\n\n\n<p>Au total, la pression publicitaire s\u2019\u00e9l\u00e8ve \u00e0 870,4&nbsp;millions de francs bruts et est donc inf\u00e9rieure de 11,6% \u00e0 la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n\n\n\n<p>Cette baisse s\u2019explique par le fait qu\u2019un total de 15&nbsp;secteurs ont g\u00e9n\u00e9r\u00e9 une pression publicitaire brute plus faible en f\u00e9vrier. Seules 6&nbsp;branches ont enregistr\u00e9 une augmentation.<\/p>\n\n\n\n<p>Ce mois-ci, le meilleur annonceur est Coop. Le produit le plus pl\u00e9biscit\u00e9 (hors Search) est le Samsung Galaxy&nbsp;S23 Ultra.<\/p>\n\n\n\n<p><br><strong>Pression publicitaire sur le march\u00e9 global<br><\/strong><br>D\u00e9veloppement de la pression publicitaire au mois de f\u00e9vrier 2023 en millions de francs bruts<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Grafik_FR-1-1024x884.png\" alt=\"\" class=\"wp-image-61775\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-1-1024x512.png\" alt=\"\" class=\"wp-image-61778\"\/><\/figure>\n\n\n\n<p style=\"font-size:25px\"><br><br><strong>Le secteur du tabac enregistre une nette augmentation <\/strong><\/p>\n\n\n\n<p>Avec 239,9%, le <strong>secteur du tabac<\/strong> est celui qui augmente le plus la pression publicitaire, comme c\u2019\u00e9tait d\u00e9j\u00e0 le cas en janvier. Il est suivi par le <strong>secteur Transports en commun<\/strong>, avec une augmentation de 44,9%. Le <strong>secteur Finances<\/strong> fait \u00e9galement partie des grands gagnants et augmente sa pression publicitaire brute de 38,1%. En outre, les secteurs <strong>Manifestations<\/strong> (+16,5%), <strong>Loisirs<\/strong>, <strong>Tourisme<\/strong>, <strong>Gastronomie<\/strong> (+10,9%) et <strong>Automobile<\/strong> (+6,2%) suivent le m\u00eame mouvement. <strong><\/strong><\/p>\n\n\n\n<p style=\"font-size:25px\"><strong>Recul global de 9,4% par rapport au secteur<\/strong><\/p>\n\n\n\n<p>Pas moins de 15&nbsp;secteurs enregistrent une baisse de la pression publicitaire brute en f\u00e9vrier. Le secteur <strong>Besoins personnels<\/strong>, avec une baisse de 32,8%, est le plus touch\u00e9. Le secteur <strong>Nettoyage<\/strong> suit avec une baisse de 30,7%.&nbsp; De plus, les secteurs <strong>Construction, industrie et ameublement<\/strong> (-28,6%), <strong>Mode et Sport<\/strong> (-28,4%), <strong>\u00c9nergie<\/strong> (-27,7%), <strong>Pharmacie et sant\u00e9<\/strong> (-22,8%), <strong>Num\u00e9rique et m\u00e9nages<\/strong> (-20,0%), <strong>T\u00e9l\u00e9communication<\/strong> (-19,3%), <strong>Services<\/strong> (-17,3%), <strong>Produits alimentaires<\/strong> (-16,7%), <strong>Commerce de d\u00e9tail<\/strong> (-11,4%) et <strong>Boissons<\/strong> (-10,2%) ont \u00e9galement enregistr\u00e9 une baisse de la pression publicitaire brute.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-1-1024x584.png\" alt=\"\" class=\"wp-image-61781\"\/><\/figure>\n\n\n\n<p style=\"font-size:25px\"><br><strong>Top du mois<\/strong> <\/p>\n\n\n\n<p><br>Les meilleurs annonceurs et les produits et services les plus promus (hors promotion d\u2019assortiments et d\u2019image et hors cat\u00e9gories) en f\u00e9vrier 2023<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-2.png\" alt=\"\" class=\"wp-image-61816\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Produke_FR-1.png\" alt=\"\" class=\"wp-image-61819\"\/><\/figure>\n\n\n\n<p style=\"font-size:25px\"><br><br><strong>Media Mix <\/strong><\/p>\n\n\n\n<p>Mix de m\u00e9dias&nbsp;(m\u00e9dias classiques) pour le mois de f\u00e9vrier <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR.png\" alt=\"\" class=\"wp-image-61790\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Contact: <a href=\"mailto:mediafocus@mediafocus.ch\">mediafocus@mediafocus.ch<\/a>, T\u00e9l.: +41&nbsp;43&nbsp;322&nbsp;27&nbsp;50<\/p>\n\n\n\n<p><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\/werbemarkt-trend-dezember-2022\/\">R\u00e9sum\u00e9 de l\u2019ann\u00e9e 2022<\/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-januar-2022\/\">Tendance du march\u00e9 de janvier<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le march\u00e9 publicitaire suisse s\u2019est termin\u00e9 en f\u00e9vrier avec 436,6&nbsp;millions de francs bruts et une baisse de 9,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Si l\u2019on compare \u00e0 janvier&nbsp;2023, la pression publicitaire a cependant l\u00e9g\u00e8rement augment\u00e9 (+0,7%). Au total, la pression publicitaire s\u2019\u00e9l\u00e8ve \u00e0 870,4&nbsp;millions de francs bruts et est donc inf\u00e9rieure de 11,6% \u00e0 la [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":8479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[100,96,187],"tags":[],"class_list":["post-61928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publications-fr","category-publications","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>L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier - Werbekompass<\/title>\n<meta name=\"description\" content=\"Werbemarkt Trend Februar mit den Highlights f\u00fcr den Monat Februar mit Media Mix, Top Produkten, Werbungtreibenden und Branchen.\" \/>\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-februar-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier - 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