{"id":1849,"date":"2018-05-10T14:52:06","date_gmt":"2018-05-10T12:52:06","guid":{"rendered":"https:\/\/www.macapflag.com\/blog\/?p=1849"},"modified":"2019-11-25T13:30:12","modified_gmt":"2019-11-25T12:30:12","slug":"marche-publicitaire-france-2017","status":"publish","type":"post","link":"https:\/\/www.macapflag.com\/blog\/marche-publicitaire-france-2017\/","title":{"rendered":"Le march\u00e9 publicitaire en France en 2017"},"content":{"rendered":"\t\t
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Le march\u00e9 publicitaire par m\u00e9dia<\/span><\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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En 2017, les recettes publicitaires des m\u00e9dias repr\u00e9sentent un chiffre d\u2019affaire de plus de 13,7 milliards d\u2019euros<\/strong>. En l\u00e9g\u00e8re progression de +1,2%<\/strong> par rapport \u00e0 l\u2019ann\u00e9e 2016, cette tendance laisse appara\u00eetre de larges in\u00e9galit\u00e9s de croissance\u00a0:<\/span><\/p>

– Avec une augmentation exceptionnelle de <\/span>+12%<\/strong> par rapport \u00e0 2016, le chiffre publicitaire d\u00e9gag\u00e9 par <\/span>Internet<\/strong> repr\u00e9sente aujourd\u2019hui 4 milliards d\u2019euros de recettes, et se positionne en premi\u00e8re place. Cette croissance s\u2019explique notamment par les displays, en progression de +20% par rapport \u00e0 2016, avec 1,4 milliards d\u2019euros de recettes publicitaires.<\/span><\/p>

– La <\/span>t\u00e9l\u00e9vision<\/strong>, quant \u00e0 elle, se stabilise en deuxi\u00e8me position avec un montant de 3,2 milliards d\u2019euros de recettes publicitaires en 2017, avec +1 % par rapport \u00e0 2016. On note toutefois une belle \u00e9volution des espaces parrainage\u00a0: +25,4 % soit 208 millions de recettes publicitaires.<\/span><\/span><\/p>

– En troisi\u00e8me position des recettes publicitaires, la <\/span>presse<\/strong> pr\u00e9sente un chiffre d\u2019affaire en forte diminution de 2,1 milliards d\u2019euros (-7,4%). Cette baisse atteint – 18 % dans le secteur des petites annonces, et \u2013 11 % pour les magazines.<\/span><\/span><\/p>

– En quatri\u00e8me position, la <\/span>publicit\u00e9 ext\u00e9rieure<\/strong> capitalise 1,2 milliards d\u2019euros de recettes avec une belle progression du digital (+16%), du shopping (+5,7 %) et du transport (+1,5%). On retrouve \u00e9galement dans cette cat\u00e9gorie, la publicit\u00e9 outdoor et le mobilier urbain (4×3, sucette, <\/span>drapeau pour m\u00e2t personnalis\u00e9<\/a><\/span><\/strong>, drapeau de fa\u00e7ade logot\u00e9,\u00a0 kak\u00e9mono publicitaire…)\u00a0\u00a0<\/span><\/span><\/p>

– En cinqui\u00e8me position, le <\/span>courrier publicitaire<\/strong> repr\u00e9sente un peu moins d\u20191 milliard d\u2019euros, avec un l\u00e9ger recul par rapport \u00e0 2016 (-7%)<\/span><\/span><\/p>

– En sixi\u00e8me position, la <\/span>radio<\/strong> capitalise 694 millions d\u2019euros (-2,6 %) et 642 millions pour les <\/span>annuaires<\/strong> (- 8 %) de recettes publicitaires.<\/span><\/span><\/p>

– Enfin, les budgets publicitaires pour les imprim\u00e9s sans adresse<\/strong> et le cin\u00e9ma<\/strong> sont en croissance avec respectivement 622 millions (+3,5 %) et 95 millions d\u2019euros (+8,6%)<\/span><\/p>

Pour r\u00e9sumer, les recettes publicitaires nettes des m\u00e9dias se portent bien avec une progression de +1,2 % par rapport \u00e0 2016, soit un montant total de 13,7 milliards d\u2019euros. Il est important de noter que le march\u00e9 publicitaire explose sur internet (+12%) au d\u00e9triment des supports traditionnels comme la presse, les annuaires et le courrier publicitaire (-7,5%).<\/span><\/p>

\u00a0<\/span><\/p>

\u00a0<\/span><\/p>

Le march\u00e9 publicitaire
par secteur macro-\u00e9conomique<\/span><\/strong><\/span><\/h2>
\u00a0<\/span><\/strong><\/span><\/div>
\u00a0<\/span><\/strong><\/span><\/div>

L\u2019Industrie
<\/span><\/strong><\/span>Le secteur de l\u2019industrie investit dans la communication de fa\u00e7on stable depuis 2015, avec une l\u00e9g\u00e8re tendance \u00e0 la baisse en 2017 (- 0,2%).<\/span><\/span><\/h3>

Cependant, les d\u00e9penses des annonceurs se sont principalement port\u00e9es sur les grands m\u00e9dias tels que Internet et en TV, soit +3,6% en 2016 et 6,3% en 2017 au d\u00e9triment des courriers et des annuaires en baisse.<\/span><\/p>

Les Biens de consommation et d\u2019\u00e9quipement des m\u00e9nages
<\/span><\/strong><\/span>Apr\u00e8s deux ann\u00e9es d\u2019augmentation, les investissements marquent le pas en 2017 (-2,4 %) avec une baisse des actions de promotion dans la GMS et dans la publicit\u00e9 t\u00e9l\u00e9visuelle. Le secteur d\u2019internet est \u00e9galement impact\u00e9 malgr\u00e9 deux ann\u00e9es d\u2019augmentation. Seuls les salons, les foires et les \u00e9v\u00e8nements commerciaux progressent.<\/span><\/span><\/h3>

La Distribution
<\/span><\/strong><\/span>La distribution est le secteur de la communication le plus performant avec une progression de +2,5%. Les investissements se r\u00e9alisent sur internet et la t\u00e9l\u00e9vision.<\/span><\/span><\/h3>

Les Services
<\/span><\/strong><\/span>Apr\u00e8s deux ann\u00e9es moribondes, le secteur des services renoue avec la communication avec une progression de + 1,4 % en 2017. Les budgets sont affect\u00e9s sur internet, la t\u00e9l\u00e9vision, la publicit\u00e9 ext\u00e9rieure et les actions promotionnelles.<\/span><\/span><\/h3>
\u00a0<\/span><\/span><\/div>
\u00a0<\/span><\/span><\/div><\/div>

Le Top 10 des secteurs en investissements<\/span><\/strong><\/span><\/h2>
\u00a0<\/span><\/strong><\/span><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u00a0<\/span>Les<\/span> 10 premiers secteurs r\u00e9alisent 77% des investissements :<\/strong><\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u00a0<\/span><\/p>

Les<\/span> 10 premiers secteurs r\u00e9alisent 77% des investissements :<\/strong><\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Distribution<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Automobile<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Culture loisirs<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Alimentation<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Banque Assurance<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Tourisme<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Beaut\u00e9<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Services<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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T\u00e9l\u00e9coms<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Mode<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Le march\u00e9 de la communication a toutes les chances de maintenir sa croissance.
Les pr\u00e9visions se situent \u00e0 + de 2 % d\u2019augmentation pour 2018.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Le march\u00e9 publicitaire par annonceurs<\/span><\/strong><\/span><\/h2>
\u00a0<\/span><\/strong><\/span><\/div>

Apr\u00e8s avoir connu une forte croissance en 2016 avec + 8%, le nombre d\u2019annonceurs continue sa progression en 2017 avec + 3 % et totalise plus de 56\u00a0000 annonceurs sur les m\u00e9dias.<\/span><\/span><\/p>

Cette pr\u00e9sence renforc\u00e9e se retrouve principalement sur le 4-\u00e8me trimestre de l\u2019ann\u00e9e (+6%) apr\u00e8s avoir connu un d\u00e9marrage timide (1-trimestre +2%).<\/span><\/p>

\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Macap<\/span><\/strong><\/span> – 10 mai 2018
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Le march\u00e9 publicitaire par m\u00e9dia En 2017, les recettes publicitaires des m\u00e9dias repr\u00e9sentent un chiffre d\u2019affaire de plus de 13,7 milliards d\u2019euros. En l\u00e9g\u00e8re progression de +1,2% par rapport \u00e0 l\u2019ann\u00e9e 2016, cette tendance laisse appara\u00eetre de larges in\u00e9galit\u00e9s de croissance\u00a0: – Avec une augmentation exceptionnelle de +12% par rapport \u00e0 2016, le chiffre publicitaire …<\/p>\n<\/div>","protected":false},"author":2,"featured_media":1204,"comment_status":"closed","ping_status":"open","sticky":false,"template":"template-fullwidth.php","format":"standard","meta":{"footnotes":""},"categories":[93],"tags":[],"class_list":["post-1849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-com"],"yoast_head":"\nLe march\u00e9 publicitaire en France, 2017 - Blog by Macap<\/title>\n<meta name=\"description\" content=\"Retrouvez dans cet article les chiffres cl\u00e9s du march\u00e9 publicitaire fran\u00e7ais en 2017 par m\u00e9dia, par secteur macro-\u00e9conomique et par annonceurs !\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.macapflag.com\/blog\/marche-publicitaire-france-2017\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le march\u00e9 publicitaire en France, 2017 - 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