{"id":588187,"date":"2023-06-16T15:35:09","date_gmt":"2023-06-16T13:35:09","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/augmentation-en-ce-beau-mois-de-mai\/"},"modified":"2023-06-16T15:35:09","modified_gmt":"2023-06-16T13:35:09","slug":"augmentation-en-ce-beau-mois-de-mai","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/fr\/publication\/augmentation-en-ce-beau-mois-de-mai\/","title":{"rendered":"Augmentation en ce beau mois de mai"},"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=\"2023-06-16T15:35:09+02:00\" itemprop=\"datePublished\">16.06.2023<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Augmentation en ce beau mois de mai<\/h1><h2 class=\"wp-block-heading\">Les temps forts du mois de mai 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>L\u2019affichage publicitaire (+19%) et la publicit\u00e9 en ligne (+28%) stimulent tous deux le march\u00e9 publicitaire suisse et entra\u00eenent une pression publicitaire brute de 564,0&nbsp;millions de francs, ce qui correspond \u00e0 une augmentation de 8,2% par rapport au mois pr\u00e9c\u00e9dent. Et par rapport au m\u00eame mois de l\u2019ann\u00e9e derni\u00e8re, le march\u00e9 publicitaire enregistre une hausse de 9,3%.<\/p>\n<p>Cependant, la pression publicitaire pour l\u2019ann\u00e9e en cours (AAJ), qui s\u2019\u00e9l\u00e8ve \u00e0 2546,9&nbsp;millions de francs bruts, est toujours en retard de 6,1% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. \u00c0 titre de comparaison, en 2019, soit la derni\u00e8re ann\u00e9e avant la crise provoqu\u00e9e par la pand\u00e9mie de COVID-19, la barre des 3&nbsp;milliards de francs avait d\u00e9j\u00e0 \u00e9t\u00e9 franchie en mai. Nous attendons avec impatience le mois de juin et le bilan semestriel.<\/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 de mai&nbsp;2023 en millions de francs bruts<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"787\" height=\"786\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Grafik_FR.png\" alt=\"\" class=\"wp-image-66394\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Grafik_FR.png 787w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Grafik_FR-300x300.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Grafik_FR-150x150.png 150w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Grafik_FR-768x767.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:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Tabelle_FR.png\" alt=\"\" class=\"wp-image-66397\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Tabelle_FR.png 697w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Gesamtmarkt_Tabelle_FR-300x148.png 300w\" sizes=\"auto, (max-width: 697px) 100vw, 697px\" \/><\/figure>\n<\/p>\n<p><strong><strong><strong>Les trois principaux secteurs se montrent stables<\/strong><\/strong><\/strong><\/p>\n<p>Pas moins de 13&nbsp;secteurs ont vu leur pression publicitaire augmenter en mai. Les trois principaux secteurs, \u00e0 savoir <strong>Commerce de d\u00e9tail<\/strong> (+14,9%), <strong>Finances<\/strong> (+47,5%) et <strong>Produits alimentaires<\/strong> (+21,6%), parviennent \u00e0 consolider leur position de leader en mai. Comme en avril, le secteur <strong>Finances<\/strong> enregistre en mai la troisi\u00e8me plus forte augmentation. Seuls les secteurs <strong>Produits tabagiques<\/strong> (+120%) et <strong>Automobile<\/strong> (+52,4%) progressent de mani\u00e8re encore plus significative.<\/p>\n<p>Les autres secteurs performants en termes de publicit\u00e9 pour le mois de mai sont les secteurs <strong>\u00c9nergie<\/strong> (+44,9%), <strong>M\u00e9dias<\/strong> (+17,1%), <strong>Nettoyage<\/strong> (+14,3%) et <strong>Services<\/strong> (+11,6%).<\/p>\n<p>Les temp\u00e9ratures chaudes donnent envie de partir en vacances et ce sentiment se refl\u00e8te \u00e9galement dans le secteur <strong>Loisirs, gastronomie et tourisme<\/strong> (+11,5%) et les produits phares avec et sans Search (respectivement, Ab-in-den-urlaub.ch et Protection voyages TCS ETI).<\/p>\n<p><strong><strong>Le secteur Cosm\u00e9tiques et soins corporels diminue encore<\/strong><\/strong><\/p>\n<p>Au moins de mai, huit secteurs au total connaissent une r\u00e9duction de leur pression publicitaire, mais seuls trois d\u2019entre eux affichent une r\u00e9duction \u00e0 deux chiffres.<\/p>\n<p>Le secteur <strong>T\u00e9l\u00e9communications<\/strong> enregistre ici la plus forte r\u00e9duction avec un recul de 17,5%. Comme ce fut d\u00e9j\u00e0 le cas en avril, le secteur <strong>Cosm\u00e9tique et soins corporels<\/strong> affiche une baisse de sa pression publicitaire, celle-ci atteignant les 10,9% de r\u00e9duction. La troisi\u00e8me r\u00e9duction la plus \u00e9lev\u00e9e est observ\u00e9e dans le secteur <strong>Mode et sport<\/strong>, avec une baisse de 10%. Il est int\u00e9ressant de noter que ces trois secteurs affichent \u00e9galement une \u00e9volution \u00e0 la baisse en comparaison annuelle.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"841\" height=\"536\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/06\/05_23_Branchen_FR.png\" alt=\"\" class=\"wp-image-66400\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Branchen_FR.png 841w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Branchen_FR-300x191.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Branchen_FR-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 mai<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"765\" height=\"239\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/06\/05_23_Werbungtreibende_FR.png\" alt=\"\" class=\"wp-image-66403\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Werbungtreibende_FR.png 765w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Werbungtreibende_FR-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:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/06\/05_23_Produkte_FR.png\" alt=\"\" class=\"wp-image-66406\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Produkte_FR.png 765w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Produkte_FR-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 de mai<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"834\" height=\"357\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2023\/06\/05_23_Media-Mix_FR.png\" alt=\"\" class=\"wp-image-66409\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Media-Mix_FR.png 834w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Media-Mix_FR-300x128.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/06\/05_23_Media-Mix_FR-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-april-2023\/\">Tendance du march\u00e9 d&rsquo;avril<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>16.06.2023Augmentation en ce beau mois de maiLes temps forts du mois de mai 2023 L\u2019affichage publicitaire (+19%) et la publicit\u00e9 en ligne (+28%) stimulent tous deux le march\u00e9 publicitaire suisse et entra\u00eenent une pression publicitaire brute de 564,0&nbsp;millions de francs, ce qui correspond \u00e0 une augmentation de 8,2% par rapport au mois pr\u00e9c\u00e9dent. Et par [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"wbk_post_entry_category":[124,125],"wbk_post_entry_tag":[],"class_list":["post-588187","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"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Augmentation en ce beau mois de mai - 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\/augmentation-en-ce-beau-mois-de-mai\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Augmentation en ce beau mois de mai - Media Focus\" \/>\n<meta property=\"og:description\" content=\"16.06.2023Augmentation en ce beau mois de maiLes temps forts du mois de mai 2023 L\u2019affichage publicitaire (+19%) et la publicit\u00e9 en ligne (+28%) stimulent tous deux le march\u00e9 publicitaire suisse et entra\u00eenent une pression publicitaire brute de 564,0&nbsp;millions de francs, ce qui correspond \u00e0 une augmentation de 8,2% par rapport au mois pr\u00e9c\u00e9dent. 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