{"id":579169,"date":"2023-11-15T11:08:54","date_gmt":"2023-11-15T10:08:54","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/des-differences-notables-entre-2022-et-2023\/"},"modified":"2023-11-15T11:08:54","modified_gmt":"2023-11-15T10:08:54","slug":"des-differences-notables-entre-2022-et-2023","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/fr\/publication\/des-differences-notables-entre-2022-et-2023\/","title":{"rendered":"Des diff\u00e9rences notables entre 2022 et 2023"},"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=\"2023-11-15T11:08:54+01:00\" itemprop=\"datePublished\">15.11.2023<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Des diff\u00e9rences notables entre 2022 et 2023<\/h1><h2 class=\"wp-block-heading\">Les temps forts du mois d\u2019octobre 2023<\/h2>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"710\" height=\"482\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/04\/Titelbild-FR.png\" alt=\"\" class=\"wp-image-65210\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/04\/Titelbild-FR.png 710w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/04\/Titelbild-FR-300x204.png 300w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/figure>\n<p>En octobre 2022, la pression publicitaire a atteint un pic marquant de 796.2 millions de francs. Malgr\u00e9 un nouveau pic en octobre 2023, celui-ci s\u2019\u00e9levait \u00e0 611,2 millions de francs bruts, soit 23,2% de moins que l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Cela s\u2019explique principalement par le groupe de m\u00e9dias Search. Google a proc\u00e9d\u00e9 cette ann\u00e9e \u00e0 un nombre inhabituellement \u00e9lev\u00e9 d\u2019ajustements dans le domaine de la publicit\u00e9, ce qui nuit \u00e0 la comparabilit\u00e9 avec les donn\u00e9es de 2022. Mais la t\u00e9l\u00e9vision, la presse, le cin\u00e9ma et l\u2019affichage enregistrent \u00e9galement des baisses significatives par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Sur l\u2019ensemble de l\u2019ann\u00e9e (YTD), le march\u00e9 publicitaire affiche \u00e9galement une nette baisse de 8,1%, avec 5089,7 millions de francs bruts.<\/p>\n<p>Le secteur <strong>Mode et sport<\/strong> (-46,1%), qui a une forte affinit\u00e9 avec la vente en ligne, est le plus touch\u00e9 par ce recul. D\u2019un autre c\u00f4t\u00e9, le secteur <strong>Nettoyage<\/strong> a consid\u00e9rablement augment\u00e9 l\u2019impression publicitaire, \u00e0 hauteur de 40,2%.<\/p>\n<\/p>\n<p><strong>Pression publicitaire sur le march\u00e9 global<\/strong><strong><\/strong><\/p>\n<p>\u00c9volution de la pression publicitaire au mois d\u2019octobre 2023 en millions de francs bruts<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"787\" height=\"799\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt.png\" alt=\"\" class=\"wp-image-86769\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt.png 787w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt-295x300.png 295w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt-768x780.png 768w\" sizes=\"auto, (max-width: 787px) 100vw, 787px\" \/><\/figure>\n<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"697\" height=\"345\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt-Tabelle.png\" alt=\"\" class=\"wp-image-86772\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt-Tabelle.png 697w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Gesamtmarkt-Tabelle-300x148.png 300w\" sizes=\"auto, (max-width: 697px) 100vw, 697px\" \/><\/figure>\n<\/p>\n<p><strong><strong><strong>Seuls 6&nbsp;secteurs enregistrent une hausse en octobre<\/strong><\/strong><\/strong><\/p>\n<p>En octobre, seuls six secteurs ont affich\u00e9 une hausse de leur pression publicitaire par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Le secteur <strong>Nettoyage<\/strong> s\u2019est particuli\u00e8rement distingu\u00e9 en enregistrant une augmentation notable de sa pression publicitaire brute, \u00e0 hauteur de 40,2%, ce qui repr\u00e9sente la plus forte croissance parmi tous les secteurs.<\/p>\n<p>De m\u00eame, le secteur <strong>Initiatives et campagnes<\/strong> a connu une croissance de 12,7% en octobre, sous l\u2019impulsion des \u00e9lections.<\/p>\n<p>Le secteur <strong>Transports en commun<\/strong> a poursuivi sa tendance \u00e0 la hausse significative, avec une augmentation de 12,1% par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Les secteurs <strong>Cosm\u00e9tiques et soins du corps<\/strong> (+9,7%), <strong>M\u00e9dias<\/strong> (+3,2%) et <strong>Manifestations<\/strong> (+1,5%) ont \u00e9galement pr\u00e9sent\u00e9 de l\u00e9g\u00e8res hausses.<\/p>\n<p><strong><strong>Quatre&nbsp;secteurs enregistrent une baisse sup\u00e9rieure \u00e0 40%<\/strong><\/strong><\/p>\n<p>En octobre, le march\u00e9 publicitaire a enregistr\u00e9 une nouvelle hausse par rapport au mois pr\u00e9c\u00e9dent. Il reste toutefois nettement en de\u00e7\u00e0 du niveau de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Au total, 15 secteurs ont r\u00e9duit leurs activit\u00e9s publicitaires, 14 d\u2019entre eux enregistrant une baisse \u00e0 deux chiffres.<\/p>\n<p>Le secteur <strong>Mode et sport<\/strong> a affich\u00e9 la plus grande r\u00e9duction en octobre (-46,1%), suivi par le secteur <strong>Services<\/strong> (-44,7%).<\/p>\n<p>De m\u00eame, le secteur <strong>\u00c9nergie<\/strong> a nettement r\u00e9duit ses activit\u00e9s publicitaires, de 44,4% par rapport \u00e0 la m\u00eame p\u00e9riode de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Le secteur <strong>Loisirs, gastronomie et tourisme<\/strong> conna\u00eet \u00e9galement une forte baisse de sa pression publicitaire, de 44,2% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"841\" height=\"536\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Branchen.png\" alt=\"\" class=\"wp-image-86775\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Branchen.png 841w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Branchen-300x191.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Branchen-768x489.png 768w\" sizes=\"auto, (max-width: 841px) 100vw, 841px\" \/><\/figure>\n<\/p>\n<p><strong>Les meilleurs annonceurs et produits<\/strong><strong><\/strong><\/p>\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 octobre<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"765\" height=\"239\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Top-Werbungtreibende.png\" alt=\"\" class=\"wp-image-86779\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Top-Werbungtreibende.png 765w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Top-Werbungtreibende-300x94.png 300w\" sizes=\"auto, (max-width: 765px) 100vw, 765px\" \/><\/figure>\n<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"765\" height=\"239\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Top-Produkte.png\" alt=\"\" class=\"wp-image-86782\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Top-Produkte.png 765w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Top-Produkte-300x94.png 300w\" sizes=\"auto, (max-width: 765px) 100vw, 765px\" \/><\/figure>\n<\/p>\n<p><strong>Mix de m\u00e9dias<\/strong><strong><\/strong><\/p>\n<p>Mix de m\u00e9dias pour le mois d\u2019octobre<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"834\" height=\"357\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Media-Mix.png\" alt=\"\" class=\"wp-image-86785\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Media-Mix.png 834w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Media-Mix-300x128.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/11\/FR-WMT-Oktober-2023-Media-Mix-768x329.png 768w\" sizes=\"auto, (max-width: 834px) 100vw, 834px\" \/><\/figure>\n<\/p>\n<p>Contact: <a href=\"mailto:mediafocus@mediafocus.ch\">mediafocus@mediafocus.ch<\/a>, T\u00e9l.: +41&nbsp;43&nbsp;322&nbsp;27&nbsp;50<\/p>\n<p><\/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:\/\/werbekompass.ch\/fr\/werbemarkt-trend-dezember-2022\/\">R\u00e9sum\u00e9 de l\u2019ann\u00e9e 2022<\/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:\/\/werbekompass.ch\/fr\/\/werbemarkt-trend-maerz-2023\/\">Tendance du march\u00e9 de septembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>15.11.2023Des diff\u00e9rences notables entre 2022 et 2023Les temps forts du mois d\u2019octobre 2023 En octobre 2022, la pression publicitaire a atteint un pic marquant de 796.2 millions de francs. Malgr\u00e9 un nouveau pic en octobre 2023, celui-ci s\u2019\u00e9levait \u00e0 611,2 millions de francs bruts, soit 23,2% de moins que l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Cela s\u2019explique principalement par [&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":[124,125],"wbk_post_entry_tag":[],"class_list":["post-579169","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-publications","wbk_post_entry_category-tendance-du-marche-publicitaire"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Des diff\u00e9rences notables entre 2022 et 2023 - 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\/des-differences-notables-entre-2022-et-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Des diff\u00e9rences notables entre 2022 et 2023 - Media Focus\" \/>\n<meta property=\"og:description\" content=\"15.11.2023Des diff\u00e9rences notables entre 2022 et 2023Les temps forts du mois d\u2019octobre 2023 En octobre 2022, la pression publicitaire a atteint un pic marquant de 796.2 millions de francs. Malgr\u00e9 un nouveau pic en octobre 2023, celui-ci s\u2019\u00e9levait \u00e0 611,2 millions de francs bruts, soit 23,2% de moins que l\u2019ann\u00e9e pr\u00e9c\u00e9dente. 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