{"id":3397,"date":"2025-04-09T16:28:12","date_gmt":"2025-04-09T14:28:12","guid":{"rendered":"https:\/\/goldbach.com\/?p=3397"},"modified":"2025-12-22T16:11:34","modified_gmt":"2025-12-22T15:11:34","slug":"la-fin-de-la-diffusion-fm-de-la-ssr-bouleverse-le-marche-de-la-radio","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/entretien\/la-fin-de-la-diffusion-fm-de-la-ssr-bouleverse-le-marche-de-la-radio\/","title":{"rendered":"L\u2019arr\u00eat de la diffusion en FM de la SSR modifie le march\u00e9 de la Radio. Les annonceurs en profitent massivement"},"content":{"rendered":"<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-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:20px;\"><p><strong>Depuis l\u2019arr\u00eat de la diffusion FM de la SSR fin 2024, les stations de radio priv\u00e9es enregistrent une nette progression de leur audience. Selon les chiffres actuels de Mediapulse, l\u2019audience moyenne a augment\u00e9 de 17 %. Les annonceurs b\u00e9n\u00e9ficient ainsi d\u2019une port\u00e9e accrue \u2013 sans hausse des tarifs publicitaires.<\/strong><\/p>\n<p>K\u00fcsnacht, 9 avril 2025 &#8211; Depuis le 31 d\u00e9cembre 2024, les stations de radio de la SRF ne sont plus disponibles sur la bande FM. Ce changement de mode de diffusion a entra\u00een\u00e9 un bouleversement du paysage radiophonique suisse, avec des effets particuli\u00e8rement positifs pour les stations priv\u00e9es et le march\u00e9 publicitaire.<\/p>\n<h2>Les radios priv\u00e9es gagnent en audience<\/h2>\n<p>D\u2019apr\u00e8s les donn\u00e9es de Mediapulse Radio Data (Evogenius Reporting), les programmes de la SRF ont perdu plus de 450 000 auditeurs au premier trimestre 2025. Dans le m\u00eame temps, les stations priv\u00e9es ont enregistr\u00e9 une hausse moyenne de 17 % de leur audience. Une part importante des auditeurs semble s\u2019\u00eatre tourn\u00e9e vers des stations priv\u00e9es qui continuent d\u2019\u00e9mettre en FM.<\/p>\n<h2>Des conditions avantageuses pour les annonceurs<\/h2>\n<p>Cette nouvelle dynamique offre de meilleures opportunit\u00e9s pour les marques : malgr\u00e9 la progression de l\u2019audience, les tarifs publicitaires des radios priv\u00e9es sont rest\u00e9s inchang\u00e9s. Les annonceurs profitent donc d\u2019une visibilit\u00e9 accrue, \u00e0 co\u00fbts constants \u2013 un facteur d\u2019efficacit\u00e9 non n\u00e9gligeable dans un contexte de budgets m\u00e9diatiques serr\u00e9s.<\/p>\n<h2>Perspectives<\/h2>\n<p>\u00ab Les donn\u00e9es actuelles indiquent une \u00e9volution structurelle du march\u00e9 qui ouvre de nouvelles perspectives aux radios priv\u00e9es. \u00bb, explique Hans Lackner, Directeur des op\u00e9rations chez Swiss Radioworld. \u00ab Les conditions sont actuellement particuli\u00e8rement propices pour les annonceurs souhaitant toucher efficacement leur public via la publicit\u00e9 radio. \u00bb<\/p>\n<p>L\u2019\u00e9volution \u00e0 moyen terme reste \u00e0 observer. Toutefois, les tendances du premier trimestre montrent clairement que l\u2019arr\u00eat de la FM par la SSR modifie les habitudes d\u2019\u00e9coute et cr\u00e9e un nouvel \u00e9lan pour les fournisseurs priv\u00e9s.<\/p>\n<\/div><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=\"--button_margin-bottom:50px;\" target=\"_self\" href=\"\/fr\/audio\/radio\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Notre portfolio Audio<\/span><\/a><\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content -->","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":3396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85],"tags":[222],"kanal":[315],"werbeform":[326],"class_list":["post-3397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entretien","tag-swissradioworld","kanal-audio","werbeform-radio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019arr\u00eat de la diffusion en FM de la SSR modifie le march\u00e9 de la Radio<\/title>\n<meta name=\"description\" content=\"Depuis l\u2019arr\u00eat de la diffusion en FM de la SSR fin 2024, les stations de Radio priv\u00e9es enregistrent des gains d\u2019audience importants.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goldbach.com\/fr\/entretien\/la-fin-de-la-diffusion-fm-de-la-ssr-bouleverse-le-marche-de-la-radio\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019arr\u00eat de la diffusion en FM de la SSR modifie le march\u00e9 de la Radio. 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