{"id":3407,"date":"2025-04-08T16:44:52","date_gmt":"2025-04-08T14:44:52","guid":{"rendered":"https:\/\/goldbach.com\/?p=3407"},"modified":"2026-01-04T16:27:59","modified_gmt":"2026-01-04T15:27:59","slug":"la-8e-etude-goldbach-advanced-tv-le-prouve-la-publicite-connected-tv-atteint-convainc-et-active","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/la-8e-etude-goldbach-advanced-tv-le-prouve-la-publicite-connected-tv-atteint-convainc-et-active\/","title":{"rendered":"La 8e \u00e9tude Goldbach Advanced TV prouve que la publicit\u00e9 Connected TV atteint, convainc et active le groupe cible."},"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>En janvier 2025, Goldbach Group, Goldbach Austria et Goldvertise Media ont men\u00e9 leur huiti\u00e8me \u00e9tude \u00e0 l&#8217;\u00e9chelle DACH sur la Advanced TV. Les r\u00e9sultats confirment \u00e0 nouveau la pertinence et l&#8217;utilisation croissante de la Connected TV (CTV). Il convient de souligner en particulier l&#8217;acceptation et la perception croissantes de la publicit\u00e9 dans ce m\u00e9dia.<\/strong><\/p>\n<p>En janvier 2025, les r\u00e9gies Goldbach Group, Goldbach Austria et Goldvertise Media ont r\u00e9alis\u00e9 pour la huiti\u00e8me fois leur \u00e9tude DACH sur l&#8217;utilisation et la diffusion de la Connected TV (CTV). Celle-ci montre que la publicit\u00e9 sur la Connected TV est encore mieux per\u00e7ue et accept\u00e9e dans la zone DACH que l&#8217;ann\u00e9e pr\u00e9c\u00e9dente. Les r\u00e9sultats soulignent \u00e0 nouveau l&#8217;importance de la Connected TV dans le mix m\u00e9dia.<\/p>\n<p>Avec 73%, la notori\u00e9t\u00e9 de la CTV atteint un niveau \u00e9lev\u00e9, et c&#8217;est surtout le groupe cible plus \u00e2g\u00e9 des 50-69 ans qui gagne le plus (+3%* par rapport \u00e0 l&#8217;ann\u00e9e pr\u00e9c\u00e9dente). L&#8217;utilisation est toujours la plus \u00e9lev\u00e9e parmi les foyers avec enfants (69%), et ce sont les foyers d&#8217;une seule personne qui gagnent le plus avec +4%* par rapport \u00e0 l&#8217;ann\u00e9e pr\u00e9c\u00e9dente. Au total, 52% des personnes interrog\u00e9es (16-69 ans) regardent la CTV chaque semaine, et plus d&#8217;un quart quotidiennement (27%). En moyenne, 2,2 personnes se retrouvent ensemble devant le t\u00e9l\u00e9viseur.<\/p>\n<p><strong>Une perception et une acceptation de la publicit\u00e9 toujours en hausse<\/strong><\/p>\n<p>En outre, une nouvelle augmentation de la perception et de l&#8217;acceptation de la publicit\u00e9 a \u00e9t\u00e9 relev\u00e9e cette ann\u00e9e : la perception dans l&#8217;environnement de la CTV augmente dans la zone DACH pour atteindre 54% (+3%* par rapport \u00e0 l&#8217;ann\u00e9e pr\u00e9c\u00e9dente). La perception de la publicit\u00e9 est la plus \u00e9lev\u00e9e parmi les foyers avec enfants (59%) et les foyers compos\u00e9s de plusieurs personnes (56%). Parmi les femmes interrog\u00e9es, la perception de la publicit\u00e9 \u00e0 la CTV a nettement augment\u00e9 par rapport \u00e0 l&#8217;ann\u00e9e derni\u00e8re : de 48% en 2024 \u00e0 52% cette ann\u00e9e.<\/p>\n<p>L&#8217;acceptation de la publicit\u00e9 \u00e0 la CTV a \u00e9galement augment\u00e9 : 55% des users de la CTV (personnes interrog\u00e9es qui utilisent les fonctions suppl\u00e9mentaires sur une CTV) ont d\u00e9clar\u00e9 que la publicit\u00e9 sur les fonctions suppl\u00e9mentaires de la CTV \u00e9tait tout \u00e0 fait acceptable. Cela repr\u00e9sente une augmentation de 3%* par rapport \u00e0 2024.<\/p>\n<p>36% des personnes interrog\u00e9es se souviennent du contenu de la publicit\u00e9 CTV, 34% s\u2019informent davantage et un tiers (32%) ach\u00e8terait le produit. Ce dernier chiffre repr\u00e9sente une augmentation de 3%* par rapport \u00e0 l&#8217;ann\u00e9e pr\u00e9c\u00e9dente. En comparaison avec les autres pays, l&#8217;Autriche et la Suisse affichent une intention d&#8217;achat en hausse de +4%* \u00e0 30%, l&#8217;Allemagne \u00e9tant en t\u00eate avec 34%.\nAutre point int\u00e9ressant pour les annonceurs : pr\u00e8s de la moiti\u00e9 des users de la CTV (47%) ont d\u00e9clar\u00e9 que &#8220;la publicit\u00e9 sur la CTV donne des indications utiles sur les nouveaux produits&#8221; et 40% ont d\u00e9clar\u00e9 que la publicit\u00e9 sur ce m\u00e9dia &#8220;est utile pour les consommatrices et consommateurs&#8221;.<\/p>\n<p><strong>Les apps gratuites CTV en t\u00eate, l&#8217;acceptation des apps financ\u00e9es par la publicit\u00e9 augmente<\/strong><\/p>\n<p>La CTV convainc les personnes interrog\u00e9es par son grand choix de contenus et sa haute flexibilit\u00e9, ainsi que par la possibilit\u00e9 de concevoir soi-m\u00eame son programme. Un homme sur cinq (18%) utilise des apps de sport sur la Connected TV, tandis que les contenus lin\u00e9aires sont particuli\u00e8rement appr\u00e9ci\u00e9s des personnes de plus de 50 ans (53%). Le divertissement domine dans l&#8217;utilisation des apps CTV avec 86%, loin devant toutes les autres cat\u00e9gories.<\/p>\n<p>Le nombre moyen d&#8217;applications payantes est de 2,6, avec une utilisation plus importante chez les jeunes (16-29 ans) et les m\u00e9nages avec enfants (2,9 en moyenne). Le nombre d&#8217;apps gratuites utilis\u00e9es est en moyenne de 3,1, les hommes arrivant en t\u00eate avec 3,4 apps. Une majorit\u00e9 significative, 71% des users d&#8217;apps payantes, serait pr\u00eate \u00e0 accepter de la publicit\u00e9 pour obtenir des contenus gratuitement. Cela repr\u00e9sente une augmentation de 6%* par rapport \u00e0 l&#8217;ann\u00e9e derni\u00e8re.<\/p>\n<p><em>Note* : La variation par rapport \u00e0 l&#8217;ann\u00e9e pr\u00e9c\u00e9dente est indiqu\u00e9e en points de pourcentage.<\/em><\/p>\n<p><strong>\u00c0 propos de l&#8217;\u00e9tude<\/strong><\/p>\n<p>Depuis 2017, Goldbach r\u00e9alise l&#8217;\u00e9tude Advanced TV. Cette ann\u00e9e, 3500 personnes (1500 en Allemagne, 1000 en Autriche et 1000 en Suisse) \u00e2g\u00e9es de 16 \u00e0 69 ans ont particip\u00e9 \u00e0 l&#8217;\u00e9tude dans toute la zone DACH. Elles ont \u00e9t\u00e9 interrog\u00e9es en ligne sur les th\u00e8mes suivants : &#8220;Connaissance, type et utilisation de la Connected TV&#8221;, &#8220;Possession de t\u00e9l\u00e9viseurs connect\u00e9s \u00e0 Internet&#8221;, &#8220;Utilisation d&#8217;applications sur les t\u00e9l\u00e9viseurs connect\u00e9s \u00e0 Internet&#8221; et &#8220;Perception et \u00e9valuation de la publicit\u00e9 dans le domaine des fonctions suppl\u00e9mentaires sur la TV connect\u00e9e&#8221;. L&#8217;enqu\u00eate a eu lieu en janvier 2025.<\/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=\"https:\/\/goldbach.com\/ch\/fr\/online\/advancedtv\/etude\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Obtenir l&#8217;\u00e9tude ici<\/span><\/a><\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content -->","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":3406,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87,89],"tags":[247,250],"kanal":[316,314],"werbeform":[325],"class_list":["post-3407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communique-de-presse","category-etudes","tag-advancedtv","tag-etudie","kanal-online","kanal-tv","werbeform-advanced-tv"],"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>\u00c9tude Advanced TV 2025 de Goldbach<\/title>\n<meta name=\"description\" content=\"Pour la huiti\u00e8me fois, Goldbach a r\u00e9alis\u00e9 l\u2019\u00e9tude Advanced TV. 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