{"id":575075,"date":"2025-05-20T11:42:50","date_gmt":"2025-05-20T09:42:50","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/la-tendance-negative-se-poursuit\/"},"modified":"2025-05-20T11:42:50","modified_gmt":"2025-05-20T09:42:50","slug":"la-tendance-negative-se-poursuit","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/fr\/publication\/la-tendance-negative-se-poursuit\/","title":{"rendered":"La tendance n\u00e9gative se poursuit"},"content":{"rendered":"<div class=\"wp-block-group wbk-group-post-overhead-title-container-block is-nowrap is-layout-flex wp-block-group-is-layout-flex\"><div class=\"wp-block-post-date\"><time datetime=\"2025-05-20T11:42:50+02:00\" itemprop=\"datePublished\">20.05.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">La tendance n\u00e9gative se poursuit<\/h1><div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-media-text alignfull has-media-on-the-right is-stacked-on-mobile wbk-media-text-partner-promotion-block has-white-color has-text-color has-background has-link-color wp-elements-87c550a9abc83e950c1ea7e29d89e88d\" style=\"background-color:#3e3e3e;grid-template-columns:auto 34%\">\n<div class=\"wp-block-media-text__content\">\n<h1 class=\"wp-block-heading has-white-color has-text-color has-link-color has-x-large-font-size wp-elements-9daad071f958645ee499bc12f72a1eb3\">Tendance du march\u00e9 publicitaire&nbsp;<\/h1>\n<p class=\"has-turquoise-color has-text-color has-link-color has-large-font-size wp-elements-3dc8f9a55c0b9678739e439e54c68320\">Avril 2025<\/p>\n<\/div>\n<figure class=\"wp-block-media-text__media\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Titelbild-Pfeil-neu-1024x576.png\" alt=\"\" class=\"wp-image-192968 size-full\" \/><\/figure>\n<\/div>\n<p>Le march\u00e9 publicitaire suisse s\u2019\u00e9l\u00e8ve \u00e0 333.0&nbsp;millions de francs bruts pour les m\u00e9dias classiques, soit un recul de 5.0% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Par rapport au mois pr\u00e9c\u00e9dent, la baisse s\u2019est encore nettement accentu\u00e9e, atteignant -3.8%.<\/p>\n<p>Seul le groupe de m\u00e9dias <strong>Cin\u00e9ma<\/strong> est parvenu \u00e0 \u00e9chapper \u00e0 cette tendance n\u00e9gative, affichant une hausse de 33.3% par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Malgr\u00e9 tout, la hi\u00e9rarchie du mix de m\u00e9dias reste inchang\u00e9e: la <strong>T\u00e9l\u00e9vision<\/strong> conserve sa position dominante, suivie par la <strong>Presse \u00e9crite<\/strong>, l\u2019<strong>Out-of-Home<\/strong>, la <strong>Radio<\/strong> et le <strong>Cin\u00e9ma<\/strong>.<\/p>\n<p>Depuis le d\u00e9but de l\u2019ann\u00e9e, le march\u00e9 publicitaire classique cumule 1&rsquo;193.5\u00a0millions de francs bruts, en recul de 4.4% par rapport \u00e0 la m\u00eame p\u00e9riode en 2024.<\/p>\n<p>Alors que <strong>Search<\/strong> et <strong>Display<\/strong> enregistrent un repli sur le march\u00e9 publicitaire num\u00e9rique par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, <strong>YouTube<\/strong> continue sa progression. N\u00e9anmoins, <strong>Search<\/strong> se positionne en t\u00eate avec une part de march\u00e9 de 49.7%, suivi par <strong>Display<\/strong> avec 35.9% et <strong>YouTube<\/strong> avec 14.4%.<\/p>\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\" style=\"margin-top:0;margin-bottom:0\" \/>\n<h3 class=\"wp-block-heading\" style=\"font-size:25px\"><strong>Pression publicitaire sur le march\u00e9 global<\/strong><\/h3>\n<p>\u00c9volution de la pression publicitaire au mois d&rsquo;avril&nbsp;2025 en millions de francs bruts.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Gesamtmarkt-Grafik-scaled.jpg\" alt=\"\" class=\"wp-image-193836\" style=\"width:1085px;height:auto\" \/><\/figure>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Monatsentwicklung-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193884\" style=\"width:1085px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong><strong>Le commerce de d\u00e9tail reste <\/strong><\/strong>devant<\/strong><\/h3>\n<p>Sur le march\u00e9 publicitaire classique, seuls 7&nbsp;secteurs sur 21 ont enregistr\u00e9 une croissance en avril, contrairement \u00e0 la tendance g\u00e9n\u00e9rale \u00e0 la baisse.<\/p>\n<p>Bien que le secteur <strong>Commerce de d\u00e9tail<\/strong> soit clairement en t\u00eate en cumul annuel, il n\u2019occupe en avril que la deuxi\u00e8me place pour ce qui est de la pression publicitaire brute. Par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente, il affiche n\u00e9anmoins une hausse notable de 37.9%. Le classement de ce mois-ci est domin\u00e9 par le secteur <strong>Produits alimentaires<\/strong>, qui enregistre avec une progression de 10.5%.<\/p>\n<p>Les <strong>Initiatives et campagnes<\/strong> (+21.6%) et les <strong>M\u00e9dias<\/strong> (+9.6%) sont les autres secteurs affichant des croissances significatives. Les secteurs <strong>T\u00e9l\u00e9communications<\/strong> (+7.1%), les <strong>Besoins personnels<\/strong> (+4.7%) ainsi que le <strong>Num\u00e9rique et m\u00e9nage<\/strong> (+4.0%) montrent \u00e9galement une \u00e9volution positive.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong><strong>Recul dans 14&nbsp;secteurs<\/strong><\/strong><\/strong><\/h3>\n<p>Plus de la moiti\u00e9 des secteurs ont enregistr\u00e9 des r\u00e9sultats en baisse. Le secteur <strong>Services<\/strong> s\u2019en est encore le mieux sorti, se pla\u00e7ant dans le top 10 du classement malgr\u00e9 un recul de 3.1%. Il est suivi des secteurs <strong>Finance<\/strong> (-3.8%), <strong>Construction, industrie et ameublement<\/strong> (-9.2%), <strong>Manifestations<\/strong> (-11.1%) et <strong>Loisirs, gastronomie et tourisme<\/strong> (-13.5%).<\/p>\n<p>En fin de classement, les secteurs <strong>Produits tabagiques<\/strong> et <strong>\u00c9nergie<\/strong> enregistrent les plus fortes diminutions, avec des baisses respectives de -42.4 % et -45.1 %.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Classement sectoriel<\/strong><\/h3>\n<p>Classement sectoriel d&rsquo;avril.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Branchenranking-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193887\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Les meilleurs annonceurs et produits<\/strong><\/h3>\n<p>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<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1025\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Top-Produkte-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193839\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Mix de m\u00e9dias<\/strong><\/h3>\n<p>Mix de m\u00e9dias pour le mois d&rsquo;avril.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193842\" style=\"width:1084px;height:auto\" \/><\/figure>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-default\" \/>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:25px\"><strong>Pression publicitaire sur le march\u00e9 num\u00e9rique<\/strong><\/h3>\n<p>\u00c9volution de la pression publicitaire au mois d&rsquo;avril 2025 en millions de francs bruts.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Gesamtmarkt-Grafik-digital-scaled.jpg\" alt=\"\" class=\"wp-image-193899\" style=\"width:1083px;height:auto\" \/><\/figure>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Monatsentwicklung-digital-scaled.jpg\" alt=\"\" class=\"wp-image-193890\" style=\"width:1083px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong><br \/>Classement sectoriel: comparaison entre les canaux classiques et les canaux num\u00e9riques<\/strong><\/strong><\/h3>\n<p>Sur ces deux march\u00e9s, le <strong>Commerce de d\u00e9tail<\/strong> occupe la premi\u00e8re place, malgr\u00e9 un recul sur le march\u00e9 num\u00e9rique, tant par rapport au cumul annuel que par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Sur le march\u00e9 num\u00e9rique, le podium est compl\u00e9t\u00e9 par les secteurs <strong>Loisirs, gastronomie et tourisme<\/strong> et de <strong>Finance<\/strong>. En revanche, sur le march\u00e9 classique, les <strong>Initiatives et campagnes<\/strong> ainsi que les <strong>Produits alimentaires<\/strong> comptent parmi les branches les plus dynamiques, aux c\u00f4t\u00e9s du <strong>Commerce de d\u00e9tail<\/strong>.<\/p>\n<p>Tant sur le march\u00e9 num\u00e9rique que sur le march\u00e9 classique, les secteurs <strong>Construction, industrie et ameublement<\/strong>, <strong>Mode et sport<\/strong> et <strong>Pharmacie et sant\u00e9<\/strong> se situent en milieu de classement.<\/p>\n<p>Sur le march\u00e9 classique, le secteur <strong>\u00c9nergie <\/strong>se retrouve en derni\u00e8re position, alors qu\u2019il occupe la quatri\u00e8me place en partant du bas sur le march\u00e9 num\u00e9rique. \u00c0 l\u2019inverse, c\u2019est le secteur <strong>Nettoyage<\/strong> qui ferme le classement du march\u00e9 num\u00e9rique, alors qu\u2019il se classe \u00e0 la 17<sup>e<\/sup>&nbsp;place sur le march\u00e9 classique. Les <strong>Produits tabagiques<\/strong>, quant \u00e0 eux, figurent \u00e0 l\u2019avant-derni\u00e8re place sur ces deux march\u00e9s.<\/p>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Classement sectoriel<\/strong><\/h3>\n<p>Classement sectoriel d&rsquo;avril.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Branchenranking-digital-SoA-scaled.jpg\" alt=\"\" class=\"wp-image-193893\" style=\"width:1085px;height:auto\" \/><\/figure>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Les meilleurs produits num\u00e9riques<\/strong><\/h3>\n<p>Les produits et services les plus promus (hors promotion d\u2019assortiment et d\u2019image et hors cat\u00e9gories) en avril.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"928\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Top-Produkte-digital-scaled.jpg\" alt=\"\" class=\"wp-image-193902\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p>Dans le domaine <strong>Display,<\/strong> l\u2019op\u00e9rateur de t\u00e9l\u00e9phonie mobile spusu.ch occupe la premi\u00e8re place, tandis que, pour <strong>Search<\/strong>, c\u2019est <strong>booking.com<\/strong> qui domine, et sur <strong>YouTube<\/strong>, c\u2019est la mode femme de Hennes &#038; Mauritz qui est en t\u00eate. Depuis f\u00e9vrier, <strong>spusu.ch<\/strong> domine le classement <strong>Display<\/strong>, tandis que <strong>booking.com<\/strong> maintient sa position de leader depuis janvier dans le domaine <strong>Search<\/strong>. <strong>TEMU.com<\/strong> a pu se positionner dans la moiti\u00e9 inf\u00e9rieure du classement <strong>Search<\/strong> et dans la moiti\u00e9 sup\u00e9rieure de <strong>YouTube<\/strong>.<\/p>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Mix de m\u00e9dias<\/strong><\/h3>\n<p>Mix de m\u00e9dias pour le mois d&rsquo;avril.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/05\/FR-Werbemarkt-Trend-April-Media-Mix-digital-scaled.jpg\" alt=\"\" class=\"wp-image-193896\" \/><\/figure>\n<\/p>\n<p>Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50<\/p>\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:\/\/mediafocus.ch\/fr\/publications\/resume-annuel-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">R\u00e9sum\u00e9 annuel 2024<\/a><\/div>\n<\/div>\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:\/\/mediafocus.ch\/fr\/publication\/tendance-negative-pour-tous-les-groupes-de-medias-traditionnels\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tendance du march\u00e9 publicitaire&nbsp;mars 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>20.05.2025La tendance n\u00e9gative se poursuit Tendance du march\u00e9 publicitaire&nbsp; Avril 2025 Le march\u00e9 publicitaire suisse s\u2019\u00e9l\u00e8ve \u00e0 333.0&nbsp;millions de francs bruts pour les m\u00e9dias classiques, soit un recul de 5.0% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Par rapport au mois pr\u00e9c\u00e9dent, la baisse s\u2019est encore nettement accentu\u00e9e, atteignant -3.8%. Seul le groupe de m\u00e9dias Cin\u00e9ma est [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"wbk_post_entry_category":[125,154],"wbk_post_entry_tag":[],"class_list":["post-575075","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-tendance-du-marche-publicitaire","wbk_post_entry_category-publications-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La tendance n\u00e9gative se poursuit - Media Focus<\/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:\/\/mediafocus.ch\/fr\/publication\/la-tendance-negative-se-poursuit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La tendance n\u00e9gative se poursuit - Media Focus\" \/>\n<meta property=\"og:description\" content=\"20.05.2025La tendance n\u00e9gative se poursuit Tendance du march\u00e9 publicitaire&nbsp; Avril 2025 Le march\u00e9 publicitaire suisse s\u2019\u00e9l\u00e8ve \u00e0 333.0&nbsp;millions de francs bruts pour les m\u00e9dias classiques, soit un recul de 5.0% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Par rapport au mois pr\u00e9c\u00e9dent, la baisse s\u2019est encore nettement accentu\u00e9e, atteignant -3.8%. 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