{"id":77658,"date":"2023-10-18T16:45:26","date_gmt":"2023-10-18T16:45:26","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=77658"},"modified":"2024-10-09T06:44:36","modified_gmt":"2024-10-09T06:44:36","slug":"werbemarkt-trend-september-2023","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-september-2023\/","title":{"rendered":"Tendance \u00e0 la hausse apr\u00e8s le creux estival"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Les temps forts du mois de septembre 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\">En septembre, le march\u00e9 publicitaire a enregistr\u00e9 un ralentissement mod\u00e9r\u00e9 par rapport au mois publicitaire tr\u00e8s fort de l\u2019ann\u00e9e pr\u00e9c\u00e9dente et a cl\u00f4tur\u00e9 avec un chiffre d\u2019affaires brut de 573,3 millions de francs bruts. Cela correspond \u00e0 un recul de 13,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.&nbsp; Un regard sur la comparaison YTD montre \u00e9galement un recul de 5,6%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par rapport au mois d\u2019ao\u00fbt pr\u00e9c\u00e9dent, on remarque toutefois une nette augmentation de 17,5%, apr\u00e8s le recul habituel de l\u2019\u00e9t\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019augmentation la plus nette concerne le secteur <strong>Produits tabagiques<\/strong>, qui a augment\u00e9 sa pression publicitaire de 40,1%. Parall\u00e8lement, la plus grande r\u00e9duction a \u00e9t\u00e9 observ\u00e9e dans le secteur <strong>\u00c9nergie<\/strong>, avec un recul de 65,6%.<\/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 de septembre 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\/10\/FR-WMT-September-2023-Gesamtmarkt.png\" alt=\"\" class=\"wp-image-78536\"\/><\/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\/10\/FR-WMT-September-2023-Gesamtmarkt-Tabelle.png\" alt=\"\" class=\"wp-image-78539\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong><strong>Le secteur Produits tabagiques pr\u00e9sente la hausse la plus forte<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En septembre, le secteur <strong>Produits tabagiques<\/strong> a enregistr\u00e9 une augmentation remarquablement forte de la pression publicitaire de 40,1% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, ce qui le place en t\u00eate de la liste des secteurs ayant connu la plus forte augmentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur <strong>Cosm\u00e9tiques et soins corporels<\/strong> est \u00e9galement sorti du lot, avec une augmentation de 18,4% de la pression publicitaire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En troisi\u00e8me position en termes d\u2019augmentation, on trouve le secteur <strong>Nettoyage<\/strong>, qui a connu une hausse consid\u00e9rable de 7,8%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Le secteur \u00c9nergie toujours en baisse<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les r\u00e9ductions les plus importantes sont observ\u00e9es dans le secteur <strong>\u00c9nergie<\/strong>, le secteur <strong>Besoins personnels<\/strong> et le secteur <strong>Services<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En ao\u00fbt d\u00e9j\u00e0, le secteur <strong>\u00c9nergie<\/strong> a enregistr\u00e9 une baisse drastique de 55,0% et en septembre, il accuse toujours un retard de 65,6% par rapport \u00e0 2022 YTD, soit d\u00e9j\u00e0 30,4% de moins.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur <strong>Besoins personnels<\/strong> affiche \u00e9galement une baisse significative en septembre (-45,0%) et a g\u00e9n\u00e9r\u00e9 une pression publicitaire nettement moins importante YTD (-28,3%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La troisi\u00e8me plus forte r\u00e9duction a \u00e9t\u00e9 observ\u00e9e en septembre dans le secteur <strong>Services <\/strong>(-40,8%).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/10\/FR-WMT-September-2023-Branchen.png\" alt=\"\" class=\"wp-image-78542\"\/><\/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 septembre<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/10\/FR-WMT-September-2023-Top-Werbungtreibende.png\" alt=\"\" class=\"wp-image-78545\"\/><\/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\/10\/FR-WMT-September-2023-Top-Produkte.png\" alt=\"\" class=\"wp-image-78548\"\/><\/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 de septembre<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/10\/FR-WMT-September-2023-Media-Mix.png\" alt=\"\" class=\"wp-image-78551\"\/><\/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-august-2023\/\">Tendance du march\u00e9 d&rsquo;ao\u00fbt<\/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 septembre 2023 En septembre, le march\u00e9 publicitaire a enregistr\u00e9 un ralentissement mod\u00e9r\u00e9 par rapport au mois publicitaire tr\u00e8s fort de l\u2019ann\u00e9e pr\u00e9c\u00e9dente et a cl\u00f4tur\u00e9 avec un chiffre d\u2019affaires brut de 573,3 millions de francs bruts. Cela correspond \u00e0 un recul de 13,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.&nbsp; Un [&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-77658","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>Tendance \u00e0 la hausse apr\u00e8s le creux estival - Werbekompass<\/title>\n<meta name=\"description\" content=\"Tendance du march\u00e9 publicitaire avec les points forts d\u2019ao\u00fbt 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-september-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendance \u00e0 la hausse apr\u00e8s le creux estival - 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