{"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":"

Depuis l’arrêt de la diffusion FM<\/a> de la SSR fin 2024, les stations de radio privées enregistrent une nette progression de leur audience. Selon les chiffres actuels de Mediapulse, l’audience moyenne a augmenté de 17 %. Les annonceurs bénéficient ainsi d’une portée accrue – sans hausse des tarifs publicitaires.<\/strong><\/p>\n

Küsnacht, 9 avril 2025 – Depuis le 31 décembre 2024, les stations de radio de la SRF ne sont plus disponibles sur la bande FM<\/a>. Ce changement de mode de diffusion a entraîné un bouleversement du paysage radiophonique suisse, avec des effets particulièrement positifs pour les stations privées et le marché publicitaire.<\/p>\n

Les radios privées gagnent en audience<\/h2>\n

D’après les données de Mediapulse Radio Data (Evogenius Reporting), les programmes de la SRF ont perdu plus de 450 000 auditeurs au premier trimestre 2025. Dans le même temps, les stations privées ont enregistré une hausse moyenne de 17 % de leur audience. Une part importante des auditeurs semble s’être tournée vers des stations privées qui continuent d’émettre en FM<\/a>.<\/p>\n

Des conditions avantageuses pour les annonceurs<\/h2>\n

Cette nouvelle dynamique offre de meilleures opportunités pour les marques : malgré la progression de l’audience, les tarifs publicitaires des radios privées sont restés inchangés. Les annonceurs profitent donc d’une visibilité accrue, à coûts constants – un facteur d’efficacité non négligeable dans un contexte de budgets médiatiques serrés.<\/p>\n

Perspectives<\/h2>\n

« Les données actuelles indiquent une évolution structurelle du marché qui ouvre de nouvelles perspectives aux radios privées. », explique Hans Lackner, Directeur des opérations chez Swiss Radioworld. « Les conditions sont actuellement particulièrement propices pour les annonceurs souhaitant toucher efficacement leur public via la publicité radio. »<\/p>\n

L’évolution à moyen terme reste à observer. Toutefois, les tendances du premier trimestre montrent clairement que l’arrêt de la FM<\/a> par la SSR modifie les habitudes d’écoute et crée un nouvel élan pour les fournisseurs privés.<\/p>\n<\/div>

Notre portfolio Audio<\/span><\/a><\/div><\/div><\/div><\/div><\/div>","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":"\nL\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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