{"id":593795,"date":"2023-03-16T17:35:20","date_gmt":"2023-03-16T16:35:20","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/legere-hausse-de-la-pression-publicitaire-en-fevrier\/"},"modified":"2023-03-16T17:35:20","modified_gmt":"2023-03-16T16:35:20","slug":"legere-hausse-de-la-pression-publicitaire-en-fevrier","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/fr\/publication\/legere-hausse-de-la-pression-publicitaire-en-fevrier\/","title":{"rendered":"L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier"},"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=\"2023-03-16T17:35:20+01:00\" itemprop=\"datePublished\">16.03.2023<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier<\/h1><figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"710\" height=\"482\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/02\/Titelbild-FR.png\" alt=\"\" class=\"wp-image-57100\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/02\/Titelbild-FR.png 710w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/02\/Titelbild-FR-300x204.png 300w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/figure>\n<p>Le march\u00e9 publicitaire suisse s\u2019est termin\u00e9 en f\u00e9vrier avec 436,6&nbsp;millions de francs bruts et une baisse de 9,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Si l\u2019on compare \u00e0 janvier&nbsp;2023, la pression publicitaire a cependant l\u00e9g\u00e8rement augment\u00e9 (+0,7%).<\/p>\n<p>Au total, la pression publicitaire s\u2019\u00e9l\u00e8ve \u00e0 870,4&nbsp;millions de francs bruts et est donc inf\u00e9rieure de 11,6% \u00e0 la valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>Cette baisse s\u2019explique par le fait qu\u2019un total de 15&nbsp;secteurs ont g\u00e9n\u00e9r\u00e9 une pression publicitaire brute plus faible en f\u00e9vrier. Seules 6&nbsp;branches ont enregistr\u00e9 une augmentation.<\/p>\n<p>Ce mois-ci, le meilleur annonceur est Coop. Le produit le plus pl\u00e9biscit\u00e9 (hors Search) est le Samsung Galaxy&nbsp;S23 Ultra.<\/p>\n<p><strong>Pression publicitaire sur le march\u00e9 global<br \/><\/strong><br \/>D\u00e9veloppement de la pression publicitaire au mois de f\u00e9vrier 2023 en millions de francs bruts<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"884\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Grafik_FR-1-1024x884.png\" alt=\"\" class=\"wp-image-61775\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Grafik_FR-1-1024x884.png 1024w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Grafik_FR-1-300x259.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Grafik_FR-1-768x663.png 768w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Grafik_FR-1.png 1387w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-1-1024x512.png\" alt=\"\" class=\"wp-image-61778\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-1-1024x512.png 1024w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-1-300x150.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-1-768x384.png 768w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Gesamtmarkt_Tabelle_FR-1.png 1146w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p style=\"font-size:25px\">\n<p><strong>Le secteur du tabac enregistre une nette augmentation <\/strong><\/p>\n<p>Avec 239,9%, le <strong>secteur du tabac<\/strong> est celui qui augmente le plus la pression publicitaire, comme c\u2019\u00e9tait d\u00e9j\u00e0 le cas en janvier. Il est suivi par le <strong>secteur Transports en commun<\/strong>, avec une augmentation de 44,9%. Le <strong>secteur Finances<\/strong> fait \u00e9galement partie des grands gagnants et augmente sa pression publicitaire brute de 38,1%. En outre, les secteurs <strong>Manifestations<\/strong> (+16,5%), <strong>Loisirs<\/strong>, <strong>Tourisme<\/strong>, <strong>Gastronomie<\/strong> (+10,9%) et <strong>Automobile<\/strong> (+6,2%) suivent le m\u00eame mouvement. <strong><\/strong><\/p>\n<p style=\"font-size:25px\"><strong>Recul global de 9,4% par rapport au secteur<\/strong><\/p>\n<p>Pas moins de 15&nbsp;secteurs enregistrent une baisse de la pression publicitaire brute en f\u00e9vrier. Le secteur <strong>Besoins personnels<\/strong>, avec une baisse de 32,8%, est le plus touch\u00e9. Le secteur <strong>Nettoyage<\/strong> suit avec une baisse de 30,7%.&nbsp; De plus, les secteurs <strong>Construction, industrie et ameublement<\/strong> (-28,6%), <strong>Mode et Sport<\/strong> (-28,4%), <strong>\u00c9nergie<\/strong> (-27,7%), <strong>Pharmacie et sant\u00e9<\/strong> (-22,8%), <strong>Num\u00e9rique et m\u00e9nages<\/strong> (-20,0%), <strong>T\u00e9l\u00e9communication<\/strong> (-19,3%), <strong>Services<\/strong> (-17,3%), <strong>Produits alimentaires<\/strong> (-16,7%), <strong>Commerce de d\u00e9tail<\/strong> (-11,4%) et <strong>Boissons<\/strong> (-10,2%) ont \u00e9galement enregistr\u00e9 une baisse de la pression publicitaire brute.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"584\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-1-1024x584.png\" alt=\"\" class=\"wp-image-61781\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-1-1024x584.png 1024w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-1-300x171.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-1-768x438.png 768w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Branchen_FR-1.png 1438w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p style=\"font-size:25px\"><strong>Top du mois<\/strong> <\/p>\n<p>Les meilleurs annonceurs et les produits et services les plus promus (hors promotion d\u2019assortiments et d\u2019image et hors cat\u00e9gories) en f\u00e9vrier 2023<\/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\/03\/Werbungtreibende_FR-2.png\" alt=\"\" class=\"wp-image-61816\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-2.png 765w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Werbungtreibende_FR-2-300x94.png 300w\" sizes=\"auto, (max-width: 765px) 100vw, 765px\" \/><\/figure>\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\/03\/Produke_FR-1.png\" alt=\"\" class=\"wp-image-61819\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Produke_FR-1.png 765w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Produke_FR-1-300x94.png 300w\" sizes=\"auto, (max-width: 765px) 100vw, 765px\" \/><\/figure>\n<p style=\"font-size:25px\">\n<p><strong>Media Mix <\/strong><\/p>\n<p>Mix de m\u00e9dias&nbsp;(m\u00e9dias classiques) pour le mois de f\u00e9vrier <\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"360\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR.png\" alt=\"\" class=\"wp-image-61790\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR.png 867w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR-300x125.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/03\/Media-Mix_FR-768x319.png 768w\" sizes=\"auto, (max-width: 867px) 100vw, 867px\" \/><\/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-januar-2022\/\">Tendance du march\u00e9 de janvier<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>16.03.2023L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier Le march\u00e9 publicitaire suisse s\u2019est termin\u00e9 en f\u00e9vrier avec 436,6&nbsp;millions de francs bruts et une baisse de 9,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Si l\u2019on compare \u00e0 janvier&nbsp;2023, la pression publicitaire a cependant l\u00e9g\u00e8rement augment\u00e9 (+0,7%). Au total, la pression publicitaire s\u2019\u00e9l\u00e8ve \u00e0 870,4&nbsp;millions de francs bruts [&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":[124,125,154],"wbk_post_entry_tag":[],"class_list":["post-593795","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","wbk_post_entry_category-publications-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier - 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\/legere-hausse-de-la-pression-publicitaire-en-fevrier\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier - Media Focus\" \/>\n<meta property=\"og:description\" content=\"16.03.2023L\u00e9g\u00e8re hausse de la pression publicitaire en f\u00e9vrier Le march\u00e9 publicitaire suisse s\u2019est termin\u00e9 en f\u00e9vrier avec 436,6&nbsp;millions de francs bruts et une baisse de 9,4% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. 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