{"id":64793,"date":"2022-12-22T10:58:44","date_gmt":"2022-12-22T10:58:44","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=64793"},"modified":"2024-10-09T07:45:56","modified_gmt":"2024-10-09T07:45:56","slug":"les-medias-traditionnels-perdent-du-terrain-en-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/les-medias-traditionnels-perdent-du-terrain-en-2022\/","title":{"rendered":"Les m\u00e9dias traditionnels perdent du terrain en 2022"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Les temps forts du mois de Novembre<\/strong><\/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\">Cette ann\u00e9e encore, le mois de novembre est en force et fr\u00f4le le seuil magique des 800&nbsp;millions de francs bruts en comptabilisant 766&nbsp;millions de francs bruts. No\u00ebl, le Black Friday et les on\u00e9reux espaces publicitaires \u00e0 la t\u00e9l\u00e9vision autour de la Coupe du monde au Qatar boostent la pression publicitaire. Toutefois, les chiffres sont l\u00e9g\u00e8rement inf\u00e9rieurs \u00e0 ceux du m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente (\u20113,8%) et du mois d\u2019octobre pr\u00e9c\u00e9dent (\u20111,1%). Les baisses dans les groupes de m\u00e9dias traditionnels, qui ne peuvent pas \u00eatre compens\u00e9es par l\u2019augmentation de la pression en ligne, expliquent cette situation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le bilan de l\u2019ann\u00e9e reste positif. Un mois avant la fin de l\u2019ann\u00e9e, l\u2019ensemble de la pression publicitaire s\u2019\u00e9l\u00e8ve \u00e0 6175,8&nbsp;millions de francs bruts, soit 22,8% de plus que l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/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 novembre 2022 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\/2022\/12\/Gesamtmarkt-Grafik_FR-1-1024x970.png\" alt=\"\" class=\"wp-image-48366\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Gesamtmarkt-Tabelle_FR-1-1024x484.png\" alt=\"\" class=\"wp-image-48369\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Le secteur de l\u2019\u00e9nergie en plein essor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est le<strong> secteur de l\u2019\u00e9nergie<\/strong> qui enregistre la plus forte augmentation en pourcentage par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, non seulement au mois de novembre (+59,5%), mais aussi AAJ (+62,2%). Cette situation est tout \u00e0 fait remarquable, car le secteur avait d\u00e9j\u00e0 connu une augmentation de la pression publicitaire de presque 100% en novembre&nbsp;2021 (+94,5%). D\u2019autres secteurs observent \u00e9galement une hausse. C\u2019est le cas des secteurs <strong>Services<\/strong> (+17,9%), <strong>Transports<\/strong> (+13,8%), <strong>Loisirs, gastronomie, tourisme<\/strong> (+12,2%), <strong>Finance<\/strong> (+9,3%), <strong>\u00c9v\u00e9nementiel<\/strong> (+9,0%) et <strong>Mode et sport<\/strong> (+7,1%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong>14&nbsp;secteurs sur 21 en baisse en novembre <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En novembre, les deux tiers de l\u2019ensemble des secteurs accusent une baisse de la pression publicitaire par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Le secteur <strong>Nettoyage<\/strong> est le plus touch\u00e9 (\u201142,1%), suivi des secteurs <strong>Produits tabagiques<\/strong> (\u201131,8%),<strong> Initiatives et campagnes<\/strong> (\u201126,0%) et <strong>Cosm\u00e9tiques et soins du corps<\/strong> (\u201120,8%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s 11&nbsp;mois, la courbe est \u00e0 la hausse pour 17 des 21&nbsp;secteurs.&nbsp; Seul le<strong> secteur Nettoyage<\/strong> conna\u00eet un affaiblissement frappant de la pression publicitaire s\u2019\u00e9levant \u00e0 -38,1%. Les secteurs <strong>Automobile<\/strong> (\u20113,7%), <strong>Cosm\u00e9tiques et soins du corps<\/strong> (\u20112,2%) et<strong> Initiatives et campagnes<\/strong> (\u20111,4%) n\u2019enregistrent que de l\u00e9g\u00e8res baisses.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Branchen_FR-18-1024x631.png\" alt=\"\" class=\"wp-image-48372\"\/><\/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 novembre&nbsp;2022<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Werbungtreibende_FR-18-1024x302.png\" alt=\"\" class=\"wp-image-48375\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Top-Produkte_FR-1-1024x302.png\" alt=\"\" class=\"wp-image-48378\"\/><\/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 novembre<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Media-Mix_FR-1.png\" alt=\"\" class=\"wp-image-48381\"\/><\/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-oktober-2022\/\">Tendance du march\u00e9 d`octobre<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les temps forts du mois de Novembre Cette ann\u00e9e encore, le mois de novembre est en force et fr\u00f4le le seuil magique des 800&nbsp;millions de francs bruts en comptabilisant 766&nbsp;millions de francs bruts. No\u00ebl, le Black Friday et les on\u00e9reux espaces publicitaires \u00e0 la t\u00e9l\u00e9vision autour de la Coupe du monde au Qatar boostent 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-64793","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 v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les m\u00e9dias traditionnels perdent du terrain en 2022 - Werbekompass<\/title>\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\/les-medias-traditionnels-perdent-du-terrain-en-2022\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les m\u00e9dias traditionnels perdent du terrain en 2022 - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"Les temps forts du mois de Novembre Cette ann\u00e9e encore, le mois de novembre est en force et fr\u00f4le le seuil magique des 800&nbsp;millions de francs bruts en comptabilisant 766&nbsp;millions de francs bruts. 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