{"id":232013,"date":"2025-02-20T13:53:57","date_gmt":"2025-02-20T12:53:57","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=232013"},"modified":"2025-09-05T17:20:17","modified_gmt":"2025-09-05T15:20:17","slug":"via-83-des-publicites-audio-diffusees-en-belgique-sont-proposees-par-les-broadcasters-locaux","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/via-83-des-publicites-audio-diffusees-en-belgique-sont-proposees-par-les-broadcasters-locaux\/","title":{"rendered":"VIA : 83% des publicit\u00e9s audio diffus\u00e9es en Belgique sont propos\u00e9es par les broadcasters locaux"},"content":{"rendered":"

VIA<\/span>\u00a0a estim\u00e9 la r\u00e9partition de la publicit\u00e9 audio entre les diff\u00e9rents canaux en Belgique sur la base de l\u2019enqu\u00eate\u00a0<\/span>CIM Audio Time<\/span>. \u00c0 l\u2019heure o\u00f9 les plateformes de streaming et les podcasts sont de plus en plus utilis\u00e9s, la radio reste la base de la publicit\u00e9 audio, m\u00eame pour les jeunes publics.<\/span><\/p>\n

Les donn\u00e9es du CIM Audio Time<\/a> ont r\u00e9cemment indiqu\u00e9 les niveaux de consommation de l\u2019audio en 2024. On y apprenait que 56% des contenus audio sont \u00e9cout\u00e9s via la radio (FM, DAB+, via la TV, le site ou l\u2019app de la station), contre 24% pour les plateformes de streaming, 12% pour les plateformes video et moins de 4% pour les podcasts ainsi que pour la musique achet\u00e9e (principalement disques).<\/p>\n

Recherche sur \u00ab\u00a0share of audio advertising\u00a0\u00bb<\/h3>\n

Audio Time d\u00e9crit pr\u00e9cis\u00e9ment la consommation audio totale, regroupant contenus et publicit\u00e9s, et qui naturellement int\u00e8grent des sources qui ne sont pas financ\u00e9es par de la publicit\u00e9.<\/p>\n

En isolant de l’analyse le Paid Streaming,<\/em> Music via Videoplatform<\/em> et Owned Music<\/em>, on obtient une part de toute l\u2019\u00e9coute audio faite via des sources \u00ab ad supported \u00bb de 66%. C\u2019est le point de d\u00e9part de l\u2019analyse. Ne restait plus qu\u2019\u00e0 conna\u00eetre la proportion de publicit\u00e9 par type de source.<\/p>\n

Ce que cela signifie exactement pour la radio (qu\u2019il soit \u00e9cout\u00e9 en FM, en DAB+, via la TV, un site ou une app), le temps publicitaire moyen que les auditeurs absorbent avec le podcast ou sur les plateformes de streaming gratuites, vous pouvez le lire sur MediaSpecs Insights<\/strong><\/a>.<\/p>\n

Via Webinar : The 2024 Reports<\/h3>\n

Le 18 mars<\/strong>, VIA pr\u00e9sentera les principales conclusions de 2024 lors de son webinaire The 2024 Reports<\/strong><\/a>.<\/p>\n

Comment le march\u00e9 publicitaire a-t-il \u00e9volu\u00e9 en 2024 – en TV, Radio et Cin\u00e9ma ? Quelles ont \u00e9t\u00e9 les tendances majeures ? Rel\u00e8ve-t-on des changements dans les habitudes de vision et d\u2019\u00e9coute ? Qui sont les plus grands annonceurs ? Quid des principales \u00e9volutions num\u00e9riques ? Toutes les dates cl\u00e9s seront \u00e9num\u00e9r\u00e9es et pr\u00e9sent\u00e9es par les intervenants suivants :<\/p>\n\"\"\n","protected":false},"excerpt":{"rendered":"

VIA\u00a0a estim\u00e9 la r\u00e9partition de la publicit\u00e9 audio entre les diff\u00e9rents canaux en Belgique sur la base de l\u2019enqu\u00eate\u00a0CIM Audio Time.<\/p>\n","protected":false},"author":4,"featured_media":183896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[25],"tags":[11660,17970,9651,22294,22295,9665,12790,22296],"class_list":["post-232013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","tag-aurelie-clement-fr","tag-cim-audio-time-fr","tag-kim-temmerman-fr","tag-marjolijn-rens-fr","tag-melusine-naome-fr","tag-michel-dupont-fr","tag-via-fr","tag-vincent-vinck-fr"],"acf":[],"yoast_head":"\nVIA : 83% des publicit\u00e9s audio diffus\u00e9es en Belgique sont propos\u00e9es par les broadcasters locaux<\/title>\n<meta name=\"robots\" content=\"index, follow, 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