{"id":64697,"date":"2023-02-15T11:54:56","date_gmt":"2023-02-15T11:54:56","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=64697"},"modified":"2024-10-09T07:44:07","modified_gmt":"2024-10-09T07:44:07","slug":"werbemarkt-trend-januar-2023","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-januar-2023\/","title":{"rendered":"March\u00e9 publicitaire suisse l\u00e9g\u00e8rement inf\u00e9rieur \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Les temps forts du mois de Janvier<\/strong><\/h2>\n\n\n\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 class=\"wp-block-paragraph\">Avec 433.7&nbsp;millions de francs bruts le march\u00e9 publicitaire suisse d\u00e9marre lentement, mais de mani\u00e8re similaire compar\u00e9 \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, avec une baisse de 13.7% en 2023.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au total, 8&nbsp;secteurs ont pu augmenter la pression publicitaire brute au d\u00e9but de la nouvelle ann\u00e9e. Les 13&nbsp;autres secteurs ont enregistr\u00e9 un recul.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En janvier, Migros occupe la premi\u00e8re place parmi les meilleurs annonceurs. En ce d\u00e9but d\u2019ann\u00e9e, le produit phare sans recherche est, comme le mois pr\u00e9c\u00e9dent, Sky&nbsp;TV.<\/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 de janvier 2023 en millions de francs bruts<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/05\/Gesamtmarkt_Grafik_FR_01_2023-1.png\" alt=\"\" class=\"wp-image-65307\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-2-1024x512.png\" alt=\"\" class=\"wp-image-61891\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-2-1024x512.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-2-300x150.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-2-768x384.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-2.png 1146w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>8&nbsp;secteurs connaissent une augmentation par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En termes de pourcentage, le <strong>secteur Tabac<\/strong> est tr\u00e8s nettement en t\u00eate avec une augmentation de 746%. En janvier&nbsp;2022, la pression publicitaire n\u2019\u00e9tait que marginale. En deuxi\u00e8me position se trouve le <strong>secteur Transports<\/strong> avec une pression publicitaire brute en hausse de 92.9%. Une autre augmentation significative est enregistr\u00e9e par le <strong>secteur <\/strong><strong>financier<\/strong> avec 28.3%. Le secteur <strong>Nettoyage<\/strong> a lui aussi commenc\u00e9 l\u2019ann\u00e9e en beaut\u00e9, la pression publicitaire brute ayant augment\u00e9 de 20.7%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les secteurs <strong>\u00c9v\u00e9nements<\/strong> (19.8%)<strong>, Boissons<\/strong> (10.5%), <strong>M\u00e9dias<\/strong> (7.4%) et des <strong>besoins personnels<\/strong> (1.4%) ont \u00e9galement vu leur pression publicitaire brute augmenter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong>Le secteur Mode &#038; Sport et soins corporels enregistre la plus forte baisse <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">13&nbsp;secteurs enregistrent une baisse de la pression publicitaire par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. C\u2019est le secteur <strong>Mode &#038; Sport<\/strong> qui r\u00e9duit le plus significativement la pression publicitaire brute avec 32.1%. Elle est suivie par <strong>Initiatives&nbsp;&#038;&nbsp;campagnes<\/strong> avec moins 31.5%.&nbsp; Les secteurs <strong>construction, industrie, ameublement<\/strong> (-30,4%), <strong>v\u00e9hicules<\/strong> (-25,2%), <strong>digital &#038; m\u00e9nage<\/strong> (-23,7%), <strong>services<\/strong> (-23,3%), <strong>\u00e9nergie<\/strong> (-21,8%), <strong>cosm\u00e9tiques &#038; soin du corps<\/strong> (-18,8%) et <strong>Pharmacie et sant\u00e9<\/strong> (-18,4%) et <strong>Produits alimentaires<\/strong> &nbsp;(-13,8%) se situent \u00e9galement dans une fourchette \u00e0 deux chiffres.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"579\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-2-1024x579.png\" alt=\"\" class=\"wp-image-61894\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-2-1024x579.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-2-300x170.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-2-768x434.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-2.png 1438w\" 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 janvier 2023<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-3-1024x348.png\" alt=\"\" class=\"wp-image-61897\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-3-1024x348.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-3-300x102.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-3-768x261.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-3.png 1314w\" 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=\"348\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Produkte_FR-1-1024x348.png\" alt=\"\" class=\"wp-image-61900\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Produkte_FR-1-1024x348.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Produkte_FR-1-300x102.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Produkte_FR-1-768x261.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Produkte_FR-1.png 1314w\" 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 de janvier<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"360\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR-1.png\" alt=\"\" class=\"wp-image-61903\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR-1.png 867w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR-1-300x125.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR-1-768x319.png 768w\" sizes=\"auto, (max-width: 867px) 100vw, 867px\" \/><\/figure>\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 decembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les temps forts du mois de Janvier Avec 433.7&nbsp;millions de francs bruts le march\u00e9 publicitaire suisse d\u00e9marre lentement, mais de mani\u00e8re similaire compar\u00e9 \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, avec une baisse de 13.7% en 2023. Au total, 8&nbsp;secteurs ont pu augmenter la pression publicitaire brute au d\u00e9but de la nouvelle ann\u00e9e. Les 13&nbsp;autres secteurs ont enregistr\u00e9 un [&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":[96,100,187],"tags":[],"class_list":["post-64697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publications","category-publications-fr","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>March\u00e9 publicitaire suisse l\u00e9g\u00e8rement inf\u00e9rieur \u00e0 l&#039;ann\u00e9e pr\u00e9c\u00e9dente - Werbekompass<\/title>\n<meta name=\"description\" content=\"Tendance du march\u00e9 publicitaire en janvier 2023 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-januar-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"March\u00e9 publicitaire suisse l\u00e9g\u00e8rement inf\u00e9rieur \u00e0 l&#039;ann\u00e9e pr\u00e9c\u00e9dente - 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