{"id":22034,"date":"2017-01-30T14:56:38","date_gmt":"2017-01-30T13:56:38","guid":{"rendered":"https:\/\/www.mediaspecs.be\/rmb-werkt-tv-barometer\/"},"modified":"2017-08-14T12:58:44","modified_gmt":"2017-08-14T10:58:44","slug":"rmb-met-a-jour-son-barometre-tv-2","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/rmb-met-a-jour-son-barometre-tv-2\/","title":{"rendered":"RMB met \u00e0 jour son barom\u00e8tre TV"},"content":{"rendered":"<p>La t\u00e9l\u00e9vision est un m\u00e9dia qui \u00e9volue sans cesse, que ce soit dans la mani\u00e8re de la consommer ou de la mesurer. L\u2019Audim\u00e9trie nous renseigne aujourd\u2019hui \u00e0 propos de la consommation classique du m\u00e9dia mais elle nous permet \u00e9galement de tirer des learnings au sujet de pratiques moins habituelles : usage de l\u2019\u00e9cran TV pour d\u2019autres activit\u00e9s, vision des programmes en diff\u00e9r\u00e9, consommation de la TV en compagnie d\u2019invit\u00e9s, etc.<\/p>\n<p>L\u2019\u00e9quipe de RMB Marketing r\u00e9unit l\u2019ensemble de ces\u00a0 informations dans un seul \u00ab barom\u00e8tre TV \u00bb. Les donn\u00e9es compl\u00e8tes de 2016 y sont d\u00e9sormais disponibles.<\/p>\n<p>Pour rappel, le barom\u00e8tre TV de RMB Marketing peut \u00eatre consult\u00e9 gratuitement <a href=\"http:\/\/www.rmb.be\/study\/18977-Barom%C3%A8tre+TV.html\">ici<\/a>.<\/p>\n<p><strong>En bref, que retenir pour 2016 ?<\/strong><\/p>\n<p>La consommation du m\u00e9dia TV classique passe principalement par les <strong>settopboxes<\/strong> (DVB). La p\u00e9n\u00e9tration des d\u00e9codeurs digitaux progresse encore de quelques points pour atteindre un niveau tr\u00e8s important tant dans le sud que dans le nord du pays : en 2016, 96% des m\u00e9nages francophones sont \u00e9quip\u00e9s de cette technologie (vs 95% en 2015) et 95% des m\u00e9nages n\u00e9erlandophones le sont aussi (vs 93% en 2015).<\/p>\n<p>Depuis l&rsquo;arriv\u00e9e des settopboxes, les t\u00e9l\u00e9spectateurs peuvent regarder encore plus facilement leurs programmes en diff\u00e9r\u00e9. Depuis 2010, le &lsquo;<strong>Time Shifted Viewing<\/strong>&lsquo; est mesurable jusqu\u2019\u00e0 6 jours apr\u00e8s diffusion du live et jusqu\u2019\u00e0 7 jours depuis le 01 janvier 2016. En 2016, le TSV \u00e9volue de l\u2019ordre de + 55% au Sud et d\u2019environ + 51% au Nord : il repr\u00e9sente aujourd\u2019hui 9% de l\u2019audience TV en partie francophone et 12% au nord du pays. Le TSV s\u2019op\u00e8re d\u2019avantage sur des programmes de fictions en soir\u00e9e. La hausse la plus importante entre 2015 et 2016 concerne le genre d\u2019\u00e9mission \u00ab information \u00bb au Sud (+ 51%) et \u00ab Lifestyle \u00bb au Nord (+ 65%).\u00a0 En termes de cible, le progr\u00e8s le plus sensible entre 2015 et 2016 concerne le groupe des \u00ab 55+ \u00bb au Sud (+ 61%) et l\u2019ensemble des \u00ab 18-54 GS 5-8 \u00bb au Nord (+ 65%). Au plan des cha\u00eenes, le TSV est plus r\u00e9pandu sur PlugRTL (AB3 en 2015), ainsi que sur Vier.<\/p>\n<p>Malgr\u00e9 la diffusion croissante de nouveaux formats vid\u00e9o, la <strong>t\u00e9l\u00e9vision traditionnelle<\/strong> maintient le cap, tout sp\u00e9cialement au Sud : le m\u00e9dia y touche quotidiennement 67% de la population avec une dur\u00e9e de vision moyenne quotidienne de 3h19. Cette dur\u00e9e consomm\u00e9e est en l\u00e9g\u00e8re progression comparativement aux deux ann\u00e9es pr\u00e9c\u00e9dentes (3h13 en 2014 et 3h14 en 2015).<\/p>\n<p>Enfin, les membres d&rsquo;un m\u00eame m\u00e9nage peuvent regarder la t\u00e9l\u00e9vision ensemble. Ils peuvent aussi la suivre en compagnie d&rsquo;invit\u00e9s, de passage chez eux. La part de ces &lsquo;Guests&rsquo; dans l&rsquo;audience TV s\u2019\u00e9l\u00e8ve \u00e0 4% au Sud et \u00e0 2% au Nord. Le poids des \u00ab <strong>Guests<\/strong>\u00bb est nettement plus important aupr\u00e8s de groupes de population plus jeunes et en matin\u00e9e. Pour les enfants \u00e2g\u00e9s de 4-14 ans, par exemple, le chiffre est multipli\u00e9 par quatre. En 2016, comparativement \u00e0 2015 et \u00e0 2014, on observe cependant une diminution de la part de ces invit\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019Audim\u00e9trie nous renseigne aujourd\u2019hui \u00e0 propos de la consommation classique du m\u00e9dia, mais elle nous permet \u00e9galement de tirer des learnings moins habituelles. L\u2019\u00e9quipe de RMB Marketing r\u00e9unit l\u2019ensemble de ces infos dans un seul barom\u00e8tre TV.<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25],"tags":[7660,8415,7831,7533,8417],"class_list":["post-22034","post","type-post","status-publish","format-standard","hentry","category-media-fr","tag-audience","tag-other-screen-usage-fr","tag-rmb-fr","tag-television","tag-time-shifted-viewing-tsv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RMB met \u00e0 jour son barom\u00e8tre TV<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaspecs.be\/fr\/rmb-met-a-jour-son-barometre-tv-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RMB met \u00e0 jour son barom\u00e8tre TV\" \/>\n<meta property=\"og:description\" content=\"L\u2019Audim\u00e9trie nous renseigne aujourd\u2019hui \u00e0 propos de la consommation classique du m\u00e9dia, mais elle nous permet \u00e9galement de tirer des learnings moins habituelles. 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