{"id":3093,"date":"2025-02-26T22:11:22","date_gmt":"2025-02-26T21:11:22","guid":{"rendered":"https:\/\/goldbach.com\/etude-goldbach-media-back-is-the-future-comment-le-tsv-complete-le-moment-tv\/"},"modified":"2025-10-22T22:37:24","modified_gmt":"2025-10-22T20:37:24","slug":"etude-goldbach-media-back-is-the-future-comment-le-tsv-complete-le-moment-tv","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/etudes\/etude-goldbach-media-back-is-the-future-comment-le-tsv-complete-le-moment-tv\/","title":{"rendered":"\u00c9tude Goldbach Media : Back is the future \u2013 comment le TSV compl\u00e8te le moment TV"},"content":{"rendered":"<p><\/p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-bottom:0px;--awb-flex-wrap:wrap;\"><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-margin-bottom:0px;\"><p>La t&eacute;l&eacute;vision du samedi soir avec toute la famille, regarder les derniers &eacute;pisodes d&rsquo;une &eacute;mission de t&eacute;l&eacute;-r&eacute;alit&eacute; avec des amis &ndash; la t&eacute;l&eacute;vision est un m&eacute;dia de soci&eacute;t&eacute;. Et surtout, elle est indispensable pour beaucoup. L&rsquo;&eacute;tude actuelle de Goldbach Media montre ce qui constitue ce moment TV sp&eacute;cial aujourd&rsquo;hui. Qu&rsquo;est-ce qui rend la TV en direct et la t&eacute;l&eacute;vision en diff&eacute;r&eacute; (Time Shifted Viewing, TSV) si populaires aupr&egrave;s du public et si efficaces pour la publicit&eacute; ? Quel est le niveau d&rsquo;acceptation des <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> ? Et pourquoi Back est-il soudainement Future ? L&rsquo;&eacute;tude apporte des r&eacute;ponses.      <\/p>\n<h2>Les principaux r&eacute;sultats en un coup d&rsquo;&oelig;il<\/h2>\n<\/div><ul style=\"--awb-margin-top:-10px;--awb-line-height:28.9px;--awb-icon-width:28.9px;--awb-icon-height:28.9px;--awb-icon-margin:11.9px;--awb-content-margin:40.8px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>La TV a la plus grande port&eacute;e de tous les canaux d&rsquo;images anim&eacute;es<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>La TV en direct et la TV en diff&eacute;r&eacute; offrent au public des moments d&rsquo;utilisation de grande qualit&eacute;<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>La publicit&eacute; &agrave; la TV en direct et &agrave; la TV en diff&eacute;r&eacute; est per&ccedil;ue de mani&egrave;re tr&egrave;s positive par le public<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Les <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> gagnent en notori&eacute;t&eacute; et en acceptation &ndash; surtout le <a class=\"glossaryLink cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Start Ad&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Spot publicitaire vid&eacute;o non d&eacute;sactivable au lancement d&amp;#039;un programme en TV diff&eacute;r&eacute;e.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/start-ad\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>Start Ad<\/a><\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-2\"><h2>Le moment T(S)V est particulier : social, qualitatif et indispensable<\/h2>\n<p>La Suisse est un pays d&rsquo;images anim&eacute;es absolu, c&rsquo;est ce que montre clairement l&rsquo;&eacute;tude. Seuls 3 % de toutes les personnes interrog&eacute;es ont d&eacute;clar&eacute; ne pas consommer de m&eacute;dias d&rsquo;images anim&eacute;es. Parmi les 97 % restants, la plupart ont d&eacute;clar&eacute; regarder leurs s&eacute;ries, films, documentaires ou &eacute;missions sportives &agrave; la TV. Ainsi, la TV &ndash; tant dans l&rsquo;utilisation quotidienne, hebdomadaire et mensuelle &ndash; est nettement devant les m&eacute;dias sociaux, les portails vid&eacute;o comme YouTube et les services de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;La transmission continue de donn&eacute;es audio ou Video via un r&eacute;seau (Internet), permettant de consommer les contenus d&egrave;s leur diffusion. Contrairement au t&eacute;l&eacute;chargement, aucune copie permanente n&rsquo;est enregistr&eacute;e sur l&rsquo;appareil final. On distingue le streaming en direct (transmission en temps r&eacute;el, par exemple le sport ou la TV lin&eacute;aire) et la Video &agrave; la demande (VOD, consultation diff&eacute;r&eacute;e).  &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/streaming\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>streaming<\/a> avec ou sans abonnement.   <\/p>\n<p><em>Utilisation d&rsquo;images anim&eacute;es en %, Suisse :<\/em><\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-margin-bottom:30px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[bfa2ec3f3f3208b0893]\" data-title=\"gbm-studie-2025_grafik1\" title=\"gbm-studie-2025_grafik1\"><img decoding=\"async\" width=\"1160\" height=\"560\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1.png\" alt class=\"lazyload img-responsive wp-image-3088\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271160%27%20height%3D%27560%27%20viewBox%3D%270%200%201160%20560%27%3E%3Crect%20width%3D%271160%27%20height%3D%27560%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1-200x97.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1-400x193.png 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1-600x290.png 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1-800x386.png 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik1.png 1160w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1160px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-3\"><p>Mais ce n&rsquo;est pas seulement l&rsquo;&eacute;norme port&eacute;e qui rend la TV si forte en tant que canal publicitaire. Outre les modes de r&eacute;ception classiques (c&acirc;ble ou TV num&eacute;rique), les contenus TV peuvent d&eacute;sormais &ecirc;tre diffus&eacute;s en <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;La transmission continue de donn&eacute;es audio ou Video via un r&eacute;seau (Internet), permettant de consommer les contenus d&egrave;s leur diffusion. Contrairement au t&eacute;l&eacute;chargement, aucune copie permanente n&rsquo;est enregistr&eacute;e sur l&rsquo;appareil final. On distingue le streaming en direct (transmission en temps r&eacute;el, par exemple le sport ou la TV lin&eacute;aire) et la Video &agrave; la demande (VOD, consultation diff&eacute;r&eacute;e).  &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/streaming\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>streaming<\/a> (m&eacute;diath&egrave;ques ou plateformes en ligne de cha&icirc;nes TV comme RTL+, oneplus, Joyn etc.) ou regard&eacute;s via des plateformes de Web TV (Zattoo, Yallo TV). Et avec la t&eacute;l&eacute;vision en diff&eacute;r&eacute;, les gens regardent quand cela leur convient le mieux. Bref, la TV offre une solution pour chaque besoin de consommation.   <\/p>\n<p>De plus, la TV est sociale, qualitative et indispensable. Bien plus de la moiti&eacute; des participants &agrave; l&rsquo;&eacute;tude regardent la TV en soci&eacute;t&eacute; (59 % en direct, 53 % en TSV) &ndash; pour les m&eacute;dias sociaux et les portails vid&eacute;o comme YouTube, ces valeurs sont nettement plus basses, avec 38 % chacun. De m&ecirc;me, une grande qualit&eacute; est attribu&eacute;e &agrave; la TV pour ses contenus. En particulier, les contenus de la t&eacute;l&eacute;vision en diff&eacute;r&eacute; ont la plus haute qualit&eacute; per&ccedil;ue de tous les m&eacute;dias d&rsquo;images anim&eacute;es &agrave; financement publicitaire interrog&eacute;s. Et &agrave; la question de savoir si cela les d&eacute;rangeait de rester trop longtemps sur l&rsquo;un des canaux, ce n&rsquo;&eacute;tait le cas que pour un peu moins de 40 % des personnes interrog&eacute;es, tant pour la TV en direct que pour le TSV, contre d&eacute;j&agrave; 46 % pour les services de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;La transmission continue de donn&eacute;es audio ou Video via un r&eacute;seau (Internet), permettant de consommer les contenus d&egrave;s leur diffusion. Contrairement au t&eacute;l&eacute;chargement, aucune copie permanente n&rsquo;est enregistr&eacute;e sur l&rsquo;appareil final. On distingue le streaming en direct (transmission en temps r&eacute;el, par exemple le sport ou la TV lin&eacute;aire) et la Video &agrave; la demande (VOD, consultation diff&eacute;r&eacute;e).  &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/streaming\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>streaming<\/a> et m&ecirc;me 55 % pour les m&eacute;dias sociaux.    <\/p>\n<p><em>Accord en % :<\/em><\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-margin-bottom:20px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[b6ba7acf663e79baee5]\" data-title=\"gbm-studie-2025_grafik2\" title=\"gbm-studie-2025_grafik2\"><img decoding=\"async\" width=\"1160\" height=\"560\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2.png\" alt class=\"lazyload img-responsive wp-image-3089\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271160%27%20height%3D%27560%27%20viewBox%3D%270%200%201160%20560%27%3E%3Crect%20width%3D%271160%27%20height%3D%27560%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2-200x97.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2-400x193.png 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2-600x290.png 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2-800x386.png 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik2.png 1160w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1160px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-4\"><p>De plus, 65 % ont d&eacute;clar&eacute; ne pas vouloir renoncer au TSV, contre 61 % pour la TV en direct. M&ecirc;me les utilisateurs de m&eacute;dias sociaux interrog&eacute;s pr&eacute;f&eacute;reraient conserver la TV en direct (60 %) ou le TSV (64 %) plut&ocirc;t que les m&eacute;dias sociaux (57 %). <\/p>\n<p><em>Accord en % : &laquo; Je ne voudrais en aucun cas renoncer &agrave; (&hellip;) &raquo; :<\/em><\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-margin-bottom:20px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[e45105c4e28e9d7ce8e]\" data-title=\"gbm-studie-2025_grafik3_neu\" title=\"gbm-studie-2025_grafik3_neu\"><img decoding=\"async\" width=\"1160\" height=\"460\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu.png\" alt class=\"lazyload img-responsive wp-image-3090\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271160%27%20height%3D%27460%27%20viewBox%3D%270%200%201160%20460%27%3E%3Crect%20width%3D%271160%27%20height%3D%27460%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu-200x79.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu-400x159.png 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu-600x238.png 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu-800x317.png 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik3_neu.png 1160w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1160px\"\/><\/a><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-5\"><p>&#10132; La TV en direct et la TV en diff&eacute;r&eacute; offrent au public de grands moments &ndash; la meilleure condition pour placer de la publicit&eacute; dans un environnement positif.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-6\"><h2>La publicit&eacute; T(S)V avec la meilleure perception dans le cosmos des images anim&eacute;es<\/h2>\n<p>Pour une campagne r&eacute;ussie, non seulement la port&eacute;e et l&rsquo;environnement sont importants, mais aussi si et comment le message publicitaire est per&ccedil;u. Dans l&rsquo;&eacute;tude, les participants ont donc &eacute;t&eacute; invit&eacute;s &agrave; &eacute;valuer la publicit&eacute; sur les diff&eacute;rents canaux selon des aspects tels que la qualit&eacute;, la cr&eacute;dibilit&eacute;, etc. Les r&eacute;sultats sont clairs : la publicit&eacute; &agrave; la TV en direct et &agrave; la TV en diff&eacute;r&eacute; est per&ccedil;ue de mani&egrave;re tr&egrave;s positive.<br>52 % des participants estiment que la publicit&eacute; &agrave; la TV en direct est de haute qualit&eacute; (48 % pour la TV en diff&eacute;r&eacute;). Ainsi, la TV est devant les services de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;La transmission continue de donn&eacute;es audio ou Video via un r&eacute;seau (Internet), permettant de consommer les contenus d&egrave;s leur diffusion. Contrairement au t&eacute;l&eacute;chargement, aucune copie permanente n&rsquo;est enregistr&eacute;e sur l&rsquo;appareil final. On distingue le streaming en direct (transmission en temps r&eacute;el, par exemple le sport ou la TV lin&eacute;aire) et la Video &agrave; la demande (VOD, consultation diff&eacute;r&eacute;e).  &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/streaming\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>streaming<\/a> (gratuits) (43 %), les portails vid&eacute;o (44 %) ainsi que les m&eacute;dias sociaux (41 %). Il en va de m&ecirc;me pour la m&eacute;morisation publicitaire (en direct 47 %, en diff&eacute;r&eacute; 42 %), la cr&eacute;dibilit&eacute; (en direct 46 %, en diff&eacute;r&eacute; 43 %), le divertissement (en direct 44 %, en diff&eacute;r&eacute; 41 %) ou la confiance dans la publicit&eacute; TV (en direct 41 %, en diff&eacute;r&eacute; 39 %).    <\/p>\n<p><em>Accord en % : &laquo; La publicit&eacute; dans (&hellip;) &hellip; &raquo; :<\/em><\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-margin-bottom:20px;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[7012b5a1505ebbc85cd]\" data-title=\"gbm-studie-2025_grafik4\" title=\"gbm-studie-2025_grafik4\"><img decoding=\"async\" width=\"1160\" height=\"350\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4.png\" alt class=\"lazyload img-responsive wp-image-3091\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271160%27%20height%3D%27350%27%20viewBox%3D%270%200%201160%20350%27%3E%3Crect%20width%3D%271160%27%20height%3D%27350%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4-200x60.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4-400x121.png 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4-600x181.png 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4-800x241.png 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/10\/gbm-studie-2025_grafik4.png 1160w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1160px\"\/><\/a><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-7\"><p>&#10132; La perception positive de la publicit&eacute; TV se transmet &eacute;galement &agrave; la TV en diff&eacute;r&eacute; : haute qualit&eacute;, cr&eacute;dible et digne de confiance &ndash; un endroit id&eacute;al pour les annonceurs ayant des exigences de qualit&eacute;.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-8\"><h2>La publicit&eacute; fait tout simplement partie des images anim&eacute;es<\/h2>\n<p>La publicit&eacute; jouit d&rsquo;une grande acceptation dans le cosmos des images anim&eacute;es. Environ la moiti&eacute; de toutes les personnes interrog&eacute;es sont d&rsquo;accord avec l&rsquo;affirmation selon laquelle la publicit&eacute; fait partie int&eacute;grante de l&rsquo;ensemble du domaine des images anim&eacute;es. Et lorsqu&rsquo;on leur a demand&eacute; s&rsquo;ils pr&eacute;f&eacute;raient regarder des contenus d&rsquo;images anim&eacute;es gratuits avec de la publicit&eacute; ou des offres payantes sans publicit&eacute;, deux tiers se sont prononc&eacute;s en faveur de l&rsquo;option gratuite financ&eacute;e par la publicit&eacute;.  <\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-9\"><p>&#10132; Les gens pr&eacute;f&egrave;rent regarder de la publicit&eacute; plut&ocirc;t que de payer pour des contenus d&rsquo;images anim&eacute;es.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-10\"><h2>Conclusion<\/h2>\n<p>Dans le pays des images anim&eacute;es qu&rsquo;est la Suisse, la TV se distingue particuli&egrave;rement. Non seulement par la plus grande port&eacute;e de tous les canaux d&rsquo;images anim&eacute;es et une perception publicitaire tr&egrave;s positive, mais aussi par les moments tr&egrave;s sp&eacute;ciaux qu&rsquo;elle offre au public. En effet, pour les participants &agrave; l&rsquo;&eacute;tude, le moment TV est social, indispensable et de haute qualit&eacute;. Gr&acirc;ce aux diff&eacute;rents modes de r&eacute;ception et &agrave; la grande flexibilit&eacute; temporelle qu&rsquo;apporte la t&eacute;l&eacute;vision en diff&eacute;r&eacute;, la TV offre une solution pour chaque besoin de consommation.   <\/p>\n<p>La publicit&eacute; profite &eacute;galement de cet environnement positif et qualitatif. Et avec les <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>, qui gagnent en notori&eacute;t&eacute; et en acceptation, le TSV dispose de supports publicitaires tr&egrave;s efficaces qui compl&egrave;tent id&eacute;alement la publicit&eacute; &agrave; la TV en direct. Ou, en d&rsquo;autres termes, la publicit&eacute; dans le Back combin&eacute;e &agrave; la publicit&eacute; en direct promet le succ&egrave;s publicitaire dans le Future.  <\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-11\" style=\"--awb-margin-top:-20px;\"><h2>&Agrave; propos de l&rsquo;&eacute;tude<\/h2>\n<p>En septembre 2024, Goldbach, en collaboration avec Dentsu International Switzerland AG, a interrog&eacute; 1512 personnes de Suisse al&eacute;manique et 517 personnes de Suisse romande sur leur utilisation des images anim&eacute;es et sur l&rsquo;acceptation, l&rsquo;impact et l&rsquo;&eacute;valuation des formes de publicit&eacute; dans les m&eacute;dias d&rsquo;images anim&eacute;es (TV, vid&eacute;os sur les m&eacute;dias sociaux, portails vid&eacute;o comme YouTube, offres de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Streaming&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;La transmission continue de donn&eacute;es audio ou Video via un r&eacute;seau (Internet), permettant de consommer les contenus d&egrave;s leur diffusion. Contrairement au t&eacute;l&eacute;chargement, aucune copie permanente n&rsquo;est enregistr&eacute;e sur l&rsquo;appareil final. On distingue le streaming en direct (transmission en temps r&eacute;el, par exemple le sport ou la TV lin&eacute;aire) et la Video &agrave; la demande (VOD, consultation diff&eacute;r&eacute;e).  &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/streaming\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>streaming<\/a>, vid&eacute;o sur les sites d&rsquo;actualit&eacute;s, Pay per View). L&rsquo;&eacute;tude a &eacute;t&eacute; r&eacute;alis&eacute;e sous forme d&rsquo;enqu&ecirc;te en ligne repr&eacute;sentative, les participants &eacute;taient &acirc;g&eacute;s de 15 &agrave; 64 ans. <\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-row\"><div><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-right:20px;--awb-margin-bottom:20px;\" target=\"_self\" href=\"https:\/\/goldbach.com\/tv\/lineares-tv\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Publicit&eacute; &agrave; la TV en direct<\/span><\/a><\/div><div><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-right:20px;--awb-margin-bottom:20px;\" target=\"_self\" href=\"https:\/\/goldbach.com\/tv\/replay-tv\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Publicit&eacute; avec les Replay Ads<\/span><\/a><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\"><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:50px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-12\"><h2>Des questions sur l&rsquo;&eacute;tude ou sur la publicit&eacute; TV en g&eacute;n&eacute;ral ?<\/h2>\n<p>&Ecirc;tes-vous int&eacute;ress&eacute; par les autres r&eacute;sultats de l&rsquo;&eacute;tude ? Ou voulez-vous utiliser les nouvelles connaissances directement pour votre marque et r&eacute;server une campagne TV ? Vous &ecirc;tes &agrave; la bonne adresse chez nos professionnels de la publicit&eacute;. Appelez-nous ou &eacute;crivez-nous un e-mail et nous serons heureux de vous aider.   <\/p>\n<\/div><div><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-3 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"\/tv\/kontakt\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Vers la page de contact TV<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":3092,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[89],"tags":[],"kanal":[314],"werbeform":[320,322],"class_list":["post-3093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","kanal-tv","werbeform-linear-tv","werbeform-replay-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - 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