{"id":65455,"date":"2023-05-17T16:41:00","date_gmt":"2023-05-17T16:41:00","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=65455"},"modified":"2024-10-09T06:51:56","modified_gmt":"2024-10-09T06:51:56","slug":"werbemarkt-trend-april-2023","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-april-2023\/","title":{"rendered":"Avril \u00e0 peine en dessous de la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Les temps forts du mois d&rsquo;avril 2023<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/04\/Titelbild-FR.png\" alt=\"\" class=\"wp-image-65210\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s un mois de mars performant en termes de publicit\u00e9, la pression publicitaire diminue en avril, comme d\u2019habitude, de 10% et se cl\u00f4ture avec 520,1 millions de francs bruts. Bien que 11 des 21 secteurs r\u00e9duisent leur pression publicitaire, le mois d\u2019avril n\u2019est que l\u00e9g\u00e8rement inf\u00e9rieur \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, avec moins 2%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme le mois pr\u00e9c\u00e9dent, les secteurs <strong>Transports en commun<\/strong> (+98,9%) et <strong>Finances<\/strong> (+15,5%) continuent d\u2019augmenter leurs activit\u00e9s publicitaires en avril, et le secteur <strong>Automobile<\/strong> se pr\u00e9sente \u00e9galement plus fort en termes de publicit\u00e9 (+28,5%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les plus fortes baisses par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente sont enregistr\u00e9es dans les secteurs <strong>Besoins personnels<\/strong> (-33,8%), <strong>Num\u00e9rique et m\u00e9nages<\/strong> (-27,5%) et <strong>Cosm\u00e9tiques et soins du corps<\/strong> (-22,7%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au total, la pression publicitaire pour les quatre premiers mois de l\u2019ann\u00e9e s\u2019\u00e9l\u00e8ve \u00e0 1980,8 millions de francs bruts, soit 9,8% de moins que la pression publicitaire de l\u2019ann\u00e9e 2022.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pression publicitaire sur le march\u00e9 global<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9volution de la pression publicitaire au mois d&rsquo;avril&nbsp;2023 en millions de francs bruts<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/05\/Gesamtmarkt_Grafik_FR-1.png\" alt=\"\" class=\"wp-image-65620\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/05\/Gesamtmarkt_Tabelle_FR-1.png\" alt=\"\" class=\"wp-image-65623\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Les secteurs Transports en communs et Finances continuent d\u2019augmenter<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme le mois pr\u00e9c\u00e9dent, le secteur <strong>Transports en commun<\/strong> (+98,9%) augmente aussi nettement en avril. Pour l\u2019ann\u00e9e en cours, le secteur se situe ainsi d\u00e9j\u00e0 77,5% au-dessus de la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente et enregistre la plus forte augmentation en pourcentage par rapport \u00e0 tous les autres secteurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur<strong> Automobile<\/strong> a \u00e9galement intensifi\u00e9 ses mesures publicitaires en avril (+28,5%). Avec le VW California et l\u2019Opel Corsa Now+, deux produits du secteur font \u00e9galement partie du top 10 des produits les plus promus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur <strong>Finances<\/strong> enregistre la troisi\u00e8me plus forte augmentation (+15,5%) par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente et se montre \u00e9galement performant dans l\u2019ensemble avec une augmentation YTD de 24,6%.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Le secteur Besoins personnels est plus d\u00e9fensif en avril <\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">11 des 21&nbsp;secteurs enregistrent une baisse de la pression publicitaire en avril. La baisse est particuli\u00e8rement frappante dans le secteur <strong>Besoins personnels<\/strong> (-33,8%), qui avait d\u00e9j\u00e0 enregistr\u00e9 une baisse de 43,3% en mars.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur <strong>Num\u00e9rique et m\u00e9nages<\/strong> continue \u00e9galement \u00e0 r\u00e9duire (-27,5%). Les deux secteurs sont donc plus de 20% en dessous des valeurs de l\u2019ann\u00e9e pr\u00e9c\u00e9dente pour l\u2019ann\u00e9e en cours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les autres secteurs accusant des baisses \u00e0 deux chiffres en avril sont les suivants: <strong>Cosm\u00e9tiques et soins du corps<\/strong> (-22,7%), <strong>Produits tabagiques<\/strong> (-16,3%), <strong>T\u00e9l\u00e9communications<\/strong> (-15,6%), <strong>Services<\/strong> (-13,1%), <strong>Initiatives et campagnes<\/strong> (-12,5%), <strong>Pharmacie et sant\u00e9<\/strong> (-11,7%) et <strong>Construction, industrie, ameublement<\/strong> (-10,7%).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/05\/Branchen_FR-3.png\" alt=\"\" class=\"wp-image-65627\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Les meilleurs annonceurs et produits<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les meilleurs annonceurs et les produits et services les plus promus (hors promotion d\u2019assortiment et d\u2019image et hors cat\u00e9gories) en avril<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/05\/Werbungtreibende_FR-1.png\" alt=\"\" class=\"wp-image-65630\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/05\/Produkte_FR-1.png\" alt=\"\" class=\"wp-image-65633\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mix de m\u00e9dias<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mix de m\u00e9dias pour le mois d&rsquo;avril<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/05\/Media-Mix_FR-1.png\" alt=\"\" class=\"wp-image-65636\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 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\/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-marz-2023\/\">Tendance du march\u00e9 de mars<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les temps forts du mois d&rsquo;avril 2023 Apr\u00e8s un mois de mars performant en termes de publicit\u00e9, la pression publicitaire diminue en avril, comme d\u2019habitude, de 10% et se cl\u00f4ture avec 520,1 millions de francs bruts. Bien que 11 des 21 secteurs r\u00e9duisent leur pression publicitaire, le mois d\u2019avril n\u2019est que l\u00e9g\u00e8rement inf\u00e9rieur \u00e0 l\u2019ann\u00e9e [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,187],"tags":[],"class_list":["post-65455","post","type-post","status-publish","format-standard","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>Avril \u00e0 peine en dessous de la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente - 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-april-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Avril \u00e0 peine en dessous de la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"Werbemarkt Trend Februar mit den Highlights f\u00fcr den Monat Februar mit Media Mix, Top Produkten, Werbungtreibenden und Branchen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-april-2023\/\" \/>\n<meta property=\"og:site_name\" content=\"Werbekompass\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-17T16:41:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-09T06:51:56+00:00\" \/>\n<meta name=\"author\" content=\"Media Focus\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Media Focus\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-april-2023\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-april-2023\\\/\"},\"author\":{\"name\":\"Media Focus\",\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/#\\\/schema\\\/person\\\/6a9965f3fa4e754ab6d4e61a669060e0\"},\"headline\":\"Avril \u00e0 peine en dessous de la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente\",\"datePublished\":\"2023-05-17T16:41:00+00:00\",\"dateModified\":\"2024-10-09T06:51:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-april-2023\\\/\"},\"wordCount\":519,\"image\":{\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-april-2023\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mediafocus.ch\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/Titelbild-FR.png\",\"articleSection\":[\"Media Focus Publications\",\"Tendance du march\u00e9 publicitaire\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-april-2023\\\/\",\"url\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-april-2023\\\/\",\"name\":\"Avril \u00e0 peine en dessous de la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente - 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