{"id":8393,"date":"2022-04-20T10:58:21","date_gmt":"2022-04-20T10:58:21","guid":{"rendered":"https:\/\/mediafocus.ch\/non-categorise\/werbemarkt-trend-maerz-2022\/"},"modified":"2024-10-09T07:59:20","modified_gmt":"2024-10-09T07:59:20","slug":"werbemarkt-trend-maerz-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-maerz-2022\/","title":{"rendered":"Excellent premier trimestre 2022"},"content":{"rendered":"\n

Les temps forts du mois de mars<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Comme c\u2019\u00e9tait d\u00e9j\u00e0 le cas les ann\u00e9es pr\u00e9c\u00e9dentes, le march\u00e9 publicitaire suisse a de nouveau fortement progress\u00e9 en mars 2022. Le premier mois du printemps s\u2019ach\u00e8ve sur une valeur \u00e9lev\u00e9e de 669.5 millions de francs bruts et une hausse de 63.6% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n\n\n\n

En particulier les secteurs Manifestations<\/strong> (+239.8%), Loisirs, gastronomie et tourisme<\/strong> (+221.2%) et Transports<\/strong> (+180.7%) ont augment\u00e9 consid\u00e9rablement leur pression publicitaire en mars et contribuent \u00e0 cette \u00e9volution positive. Un coup d\u2019\u0153il aux groupes de m\u00e9dias laisse \u00e9galement entrevoir un tableau optimiste.<\/p>\n\n\n\n

Le premier trimestre 2022 relance le march\u00e9 publicitaire suisse. Il se termine avec 1\u2019638.6 millions de francs bruts et une hausse de 66,0%.<\/p>\n\n\n\n



Pression publicitaire sur le march\u00e9 global<\/strong><\/strong><\/strong>
D\u00e9veloppement de la pression publicitaire au mois de mars 2022 en millions de francs bruts<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n



Excellent mois de publicit\u00e9 pour 19 secteurs<\/strong><\/p>\n\n\n\n

19 des 21 secteurs ont fait beaucoup de tapage publicitaire en mars. 18 d\u2019entre eux enregistrent m\u00eame une augmentation \u00e0 deux ou trois chiffres s pour leur pression publicitaire. Il n\u2019est pas \u00e9tonnant que les plus fortes progressions aient surtout \u00e9t\u00e9 enregistr\u00e9es par les secteurs Manifestations<\/strong> (+239.8%) ainsi que Loisirs, gastronomie et tourisme<\/strong> (+221.2%), en mars 2022, sachant qu\u2019ils ont accus\u00e9 un recul important en 2020 et en 2021 \u00e0 cause du coronavirus. Les secteurs Transports<\/strong> (+180.7%), M\u00e9dias<\/strong> (+159,7%), Services<\/strong> (+153.7%), \u00c9nergie<\/strong> (+113.2%), Mode et sport<\/strong> (+109.1%), profitent aussi de cette \u00e9volution positive pendant le premier mois du printemps et ont plus que doubl\u00e9 leur pression publicitaire.<\/p>\n\n\n\n

\u00c0 l\u2019aune du premier trimestre, esp\u00e9rons que toute l\u2019ann\u00e9e 2022 sera un bon mill\u00e9sime publicitaire. 20 des 21 secteurs ont augment\u00e9 leur pression publicitaire par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. 18 d\u2019entre eux ont m\u00eame enregistr\u00e9 une hausse \u00e0 deux ou trois chiffres.<\/p>\n\n\n\n

Le secteur Loisirs, gastronomie et tourisme <\/strong>se hisse \u00e0 nouveau dans le top 3 des secteurs en AAJ. Seuls les secteurs Construction, industrie et ameublement<\/strong> et Commerce de d\u00e9tail <\/strong>sont mieux plac\u00e9s au premier trimestre en termes publicitaires.<\/p>\n\n\n\n

Recul des secteurs V\u00e9hicules et Nettoyage en mars<\/strong><\/p>\n\n\n\n

Seules deux secteurs sont en recul en mars 2022, enregistrant une pression publicitaire plus faible qu\u2019en 2021. Tandis que le secteur V\u00e9hicules<\/strong> a uniquement vu baisser sa pression publicitaire de 6,6%, le secteur N<\/strong>ettoyage<\/strong> souffre largement plus (-29,5%).<\/p>\n\n\n\n

C\u2019est aussi le seul dont la pression publicitaire a diminu\u00e9 au premier trimestre (-39,3%).<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n



Top du mois<\/strong><\/strong><\/p>\n\n\n\n


Les top annonceurs et les produits et services faisant l’objet du plus grand nombre d’annonces publicitaires (hors promotion d\u2019assortiment et d\u2019image et cat\u00e9gories de collection) en mars<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n



Media Mix <\/strong><\/p>\n\n\n\n

Mix de m\u00e9dias pour le mois de mars<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n


<\/p>\n\n\n\n

\n
R\u00e9sum\u00e9 de l\u2019ann\u00e9e 2021<\/a><\/div>\n<\/div>\n\n\n\n
\n
Tendance du march\u00e9 f\u00e9vrier<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les temps forts du mois de mars Comme c\u2019\u00e9tait d\u00e9j\u00e0 le cas les ann\u00e9es pr\u00e9c\u00e9dentes, le march\u00e9 publicitaire suisse a de nouveau fortement progress\u00e9 en mars 2022. Le premier mois du printemps s\u2019ach\u00e8ve sur une valeur \u00e9lev\u00e9e de 669.5 millions de francs bruts et une hausse de 63.6% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. En particulier […]<\/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":[96,187],"tags":[],"class_list":["post-8393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publications","category-tendance-du-marche-publicitaire"],"acf":[],"yoast_head":"\nExcellent premier trimestre 2022 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Werbemarkt Trend M\u00e4rz 2022\" \/>\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-maerz-2022\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Excellent premier trimestre 2022 - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"Werbemarkt Trend M\u00e4rz 2022\" \/>\n<meta property=\"og:url\" content=\"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-maerz-2022\/\" \/>\n<meta property=\"og:site_name\" content=\"Werbekompass\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-20T10:58:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-09T07:59:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/04\/20_04_2022_DE_Gesamtmarkt.png\" \/>\n\t<meta property=\"og:image:width\" content=\"820\" \/>\n\t<meta property=\"og:image:height\" content=\"739\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"5 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-maerz-2022\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-maerz-2022\\\/\"},\"author\":{\"name\":\"Media Focus\",\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/#\\\/schema\\\/person\\\/6a9965f3fa4e754ab6d4e61a669060e0\"},\"headline\":\"Excellent premier trimestre 2022\",\"datePublished\":\"2022-04-20T10:58:21+00:00\",\"dateModified\":\"2024-10-09T07:59:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-maerz-2022\\\/\"},\"wordCount\":461,\"image\":{\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-maerz-2022\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/werbekompass.ch\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/20_04_2022_DE_Gesamtmarkt.png\",\"articleSection\":[\"Media Focus Publications\",\"Tendance du march\u00e9 publicitaire\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-maerz-2022\\\/\",\"url\":\"https:\\\/\\\/werbekompass.ch\\\/fr\\\/werbemarkt-trend-maerz-2022\\\/\",\"name\":\"Excellent premier trimestre 2022 - 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