{"id":38563,"date":"2026-01-22T09:35:44","date_gmt":"2026-01-22T08:35:44","guid":{"rendered":"https:\/\/goldbach.com\/?p=38563"},"modified":"2026-01-22T12:51:08","modified_gmt":"2026-01-22T11:51:08","slug":"entretien-avec-janine-escribano-de-swiss-radioworld","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/entretien\/entretien-avec-janine-escribano-de-swiss-radioworld\/","title":{"rendered":"Interview avec Janine Escribano de Swiss Radioworld"},"content":{"rendered":"

\u00ab Pourquoi la radio est et restera indispensable dans le mix m\u00e9dia \u00bb<\/h2>\n

Mi-janvier, Mediapulse AG a publi\u00e9 les donn\u00e9es semestrielles relatives \u00e0 l’utilisation de la radio au cours du second semestre 2025. Nous avons interrog\u00e9 Janine Escribano, Head of Operations Swiss Radioworld, sur la signification concr\u00e8te de ces chiffres pour le march\u00e9 de la radio en g\u00e9n\u00e9ral et pour les annonceurs en particulier. <\/p>\n

Les nouvelles donn\u00e9es de Mediapulse sont disponibles. Selon toi, quel est le message le plus important pour le march\u00e9 publicitaire ? <\/strong><\/p>\n

Le message principal est clair : la radio fonctionne, et ce de mani\u00e8re tr\u00e8s stable. Malgr\u00e9 l’arr\u00eat partiel des ondes FM d\u00e9but 2025, la radio touche chaque semaine 93 % de la population \u00e2g\u00e9e de 15 ans et plus, soit pr\u00e8s de 7 millions de personnes. Celles qui utilisent la radio l’\u00e9coutent en moyenne 110 minutes par jour. Une combinaison convaincante entre p\u00e9n\u00e9tration et intensit\u00e9 d’utilisation. <\/p>\n

Beaucoup s’attendaient \u00e0 des baisses plus importantes apr\u00e8s l’arr\u00eat de la FM. Comment vois-tu cette \u00e9volution ? <\/strong><\/p>\n

Les chiffres montrent clairement que ces inqui\u00e9tudes \u00e9taient infond\u00e9es. Tous publics confondus, la dur\u00e9e d’\u00e9coute quotidienne est d’environ 76 minutes, soit \u00e0 peu pr\u00e8s la m\u00eame que l’ann\u00e9e pr\u00e9c\u00e9dente. Cela d\u00e9montre que la radio est solidement ancr\u00e9e dans la vie quotidienne. Les modes de diffusion \u00e9voluent, mais l’utilisation reste robuste. Pour les annonceurs, cela signifie avant tout une chose : la s\u00e9curit\u00e9 de planification. <\/p>\n

Le texte fait r\u00e9f\u00e9rence \u00e0 une mutation du march\u00e9 en faveur des radios priv\u00e9es. Que signifie cela concr\u00e8tement ? <\/strong><\/p>\n

Nous observons une \u00e9volution durable, et non des effets \u00e0 court terme. Les stations de radio priv\u00e9es ont \u00e9largi leur p\u00e9n\u00e9tration par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente et continuent de gagner en importance. Il s’agit d’un signal fort pour le march\u00e9 commercial de la radio. Les programmes priv\u00e9s s\u00e9duisent par leur proximit\u00e9, leur pertinence et leurs profils clairs, ce qui correspond parfaitement aux attentes du public.<\/p>\n<\/div>

\"Deux

Tes possibilit\u00e9s de publicit\u00e9 radio chez Goldbach<\/h2>

Tu trouveras ici notre portefeuille radio, diff\u00e9rents formats publicitaires, tarifs et plus encore.<\/p><\/div><\/div><\/a><\/span><\/div>

Et qu\u2019implique cette \u00e9volution concr\u00e8tement pour le march\u00e9 de la radio ?<\/strong>
\n<\/span>
\n<\/span>Que les tendances d\u00e9j\u00e0 observ\u00e9es au premier semestre 2025 se sont confirm\u00e9es pour le reste de l’ann\u00e9e. M\u00eame apr\u00e8s les changements structurels intervenus dans son mode de diffusion, la radio reste un m\u00e9dia puissant, avec une large p\u00e9n\u00e9tration et une utilisation intensive et stable. Dans le m\u00eame temps, les stations priv\u00e9es profitent clairement de la mutation du march\u00e9, elles ont pu \u00e9tendre leur p\u00e9n\u00e9tration par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente. Et comme leur performance d\u00e9passe aujourd\u2019hui ce que le march\u00e9 publicitaire valorise r\u00e9ellement, la publicit\u00e9 radio devient encore plus attractive. <\/p>\n

Comment qualifierais-tu le r\u00f4le de la radio dans le mix m\u00e9dia en 2025 ?<\/strong><\/p>\n

La radio est un canal strat\u00e9gique pertinent. Elle touche quotidiennement un large public, l’accompagne sur de longues p\u00e9riodes et instaure un climat de confiance. Dans un environnement m\u00e9dia fragment\u00e9, la radio offre exactement ce dont les marques ont besoin : fiabilit\u00e9, p\u00e9n\u00e9tration et impact. Les derniers chiffres de Mediapulse le confirment de mani\u00e8re impressionnante. <\/p>\n

Quelle est ta conclusion pour les annonceurs ?<\/strong><\/p>\n

La radio est et restera, m\u00eame dans un environnement de march\u00e9 en mutation, un canal strat\u00e9gique pertinent offrant une grande s\u00e9curit\u00e9 de planification, une utilisation stable et des performances attrayantes : fiable, efficace et \u00e0 fort impact.
\nLes chiffres actuels d\u00e9montrent clairement que la publicit\u00e9 radio est indispensable dans un mix m\u00e9dia couronn\u00e9 de succ\u00e8s.<\/p>\n<\/div>

La publicit\u00e9 radio t’int\u00e9resse ? Contactez-nous. <\/h2>\n<\/div>
Contacte-nous<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":22,"featured_media":38545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85],"tags":[148],"kanal":[315],"werbeform":[326],"class_list":["post-38563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entretien","tag-commercialcontent","kanal-audio","werbeform-radio"],"acf":[],"yoast_head":"\n\u00ab Pourquoi la radio est et restera indispensable dans le mix m\u00e9dia \u00bb<\/title>\n<meta name=\"description\" content=\"Janine Escribano, de Swiss Radioworld, explique pourquoi la publicit\u00e9 radio reste un outil fiable et efficace, m\u00eame apr\u00e8s l'abandon partiel de la FM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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