{"id":240493,"date":"2025-08-19T10:21:25","date_gmt":"2025-08-19T08:21:25","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=240493"},"modified":"2025-08-25T09:46:18","modified_gmt":"2025-08-25T07:46:18","slug":"rtbf-rmb-vers-de-nouveaux-horizons-publicitaires","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/rtbf-rmb-vers-de-nouveaux-horizons-publicitaires\/","title":{"rendered":"RTBF & RMB : vers de nouveaux horizons publicitaires"},"content":{"rendered":"

L\u2019avenant sign\u00e9 au 6<\/strong>e<\/strong> contrat de gestion de la RTBF ouvre de nouvelles perspectives pour les annonceurs en Belgique francophone. D<\/strong>\u00e8<\/strong>s le 1er septembre, de nouvelles r<\/strong>\u00e8<\/strong>gles assouplissent et <\/strong>\u00e9<\/strong>largissent l<\/strong>\u2019<\/strong>acc<\/strong>\u00e8<\/strong>s aux inventaires publicitaires des marques RTBF. Ce cadre renouvel<\/strong>\u00e9<\/strong> permet <\/strong>\u00e0<\/strong> RMB de proposer aux annonceurs des opportunit<\/strong>\u00e9<\/strong>s in\u00e9gal\u00e9es au sein de contextes premium, cibl\u00e9s et \u00e0 forte valeur ajout\u00e9e.<\/strong><\/p>\n

Le 11 juillet 2025, la Ministre des M\u00e9dias a sign\u00e9 le premier avenant au 6e contrat de gestion de la RTBF<\/strong> (2023-2027) qui entrera en vigueur le 1er septembre. Cet avenant introduit des assouplissements significatifs en mati\u00e8re de communications commerciales. Pour les marques, cela signifie l\u2019acc\u00e8s \u00e0 de nouveaux inventaires, \u00e0 forte affinit\u00e9 avec des cibles strat\u00e9giques.<\/p>\n

Le retour de la publicit\u00e9 dans \u201cLa Matinale\u201d de La Premi\u00e8re<\/strong><\/h3>\n

La tranche 6h-9h de \u201cLa Matinale<\/strong>\u201d rouvre ses \u00e9crans publicitaires, dans la limite de 6 minutes par heure en moyenne. Cette fen\u00eatre commerciale au sein du programme embl\u00e9matique de La Premi\u00e8re<\/strong> permet aux annonceurs de communiquer \u00e0 un moment-cl\u00e9 de la journ\u00e9e. Parrainage et autopromotion restent hors quota, tout comme les messages d\u2019int\u00e9r\u00eat g\u00e9n\u00e9ral (pouvoirs publics, organisations non gouvernementales, \u00e9ducation \u00e0 la sant\u00e9, \u0153uvres de bienfaisance, etc.) ou culturels (presse \u00e9crite, cin\u00e9ma, institutions culturelles, etc.), assurant ainsi un \u00e9quilibre qualitatif.<\/p>\n

La publicit\u00e9 retrouve sa place dans l\u2019info sur Auvio<\/strong><\/h3>\n

En digital, c\u2019est un environnement tr\u00e8s consult\u00e9 qui s\u2019ouvre aux annonceurs. Auvio<\/strong> renforce son attractivit\u00e9 commerciale gr\u00e2ce au retour de la publicit\u00e9 sur les flux vid\u00e9o info, except\u00e9 pour les contenus de moins de 2 minutes.<\/p>\n

L\u2019interdiction de la publicit\u00e9 dans l\u2019info du site RTBF Actus<\/strong> reste de mise.<\/p>\n

La Trois s\u2019ouvre \u00e0 la publicit\u00e9 apr\u00e8s 20h<\/strong><\/h3>\n

D\u00e8s septembre, en t\u00e9l\u00e9vision, La Trois<\/strong> pourra int\u00e9grer jusqu\u2019\u00e0 6 minutes de publicit\u00e9 par heure en moyenne sur la tranche 20h-23h (hors programmes enfants). \u00a0Comme dans \u00ab La Matinale \u00bb ci-dessus, les messages culturels et d\u2019int\u00e9r\u00eat g\u00e9n\u00e9ral ne sont pas comptabilis\u00e9s dans ce plafond.<\/p>\n

Les contenus en ligne de La Trois deviennent \u00e9galement mon\u00e9tisables, \u00e9largissant ainsi les possibilit\u00e9s de toucher des audiences sp\u00e9cifiques dans des contextes qualitatifs.<\/p>\n

Des offres commerciales haut de gamme d\u00e8s la rentr\u00e9e<\/strong><\/h3>\n

RMB<\/strong> finalise actuellement le formatage de ses nouvelles offres int\u00e9grant ces inventaires RTBF \u00e9largis. Ces solutions publicitaires seront disponibles \u00e0 partir du 1er septembre et viendront enrichir les propositions exclusives de la rentr\u00e9e. L\u2019objectif : permettre aux annonceurs de profiter pleinement de ces nouvelles possibilit\u00e9s de communication.<\/p>\n

Yves G\u00e9rard<\/strong>, CEO de RMB : \u00ab Cet avenant est une excellente nouvelle pour le march\u00e9. Il nous permet d\u2019\u00e9largir notre palette d\u2019offres RTBF dans des environnements o\u00f9 la qualit\u00e9 du contenu et la puissance des audiences se conjuguent. Les marques disposeront ainsi de leviers suppl\u00e9mentaires pour toucher leurs cibles au bon moment, dans le bon contexte. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00e8s le 1\/9, le contrat de gestion ouvre de nouvelles perspectives. De nouvelles r\u00e8gles assouplissent et \u00e9largissent l\u2019acc\u00e8s aux inventaires publicitaires des marques RTBF. Ce cadre permet \u00e0 RMB de proposer aux annonceurs des opportunit\u00e9s in\u00e9gal\u00e9es.<\/p>\n","protected":false},"author":31,"featured_media":240486,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[6706,25],"tags":[10031,13860,139,22919,7831,8507,7850],"class_list":["post-240493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-media-fr","tag-auvio-fr","tag-contrat-de-gestion","tag-la-premiere","tag-rentree-2025","tag-rmb-fr","tag-rtbf-fr","tag-yves-gerard-fr"],"acf":[],"yoast_head":"\nRTBF & RMB : vers de nouveaux horizons publicitaires<\/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\/rtbf-rmb-vers-de-nouveaux-horizons-publicitaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RTBF & RMB : vers de nouveaux horizons publicitaires\" \/>\n<meta property=\"og:description\" content=\"D\u00e8s le 1\/9, le contrat de gestion ouvre de nouvelles perspectives. De nouvelles r\u00e8gles assouplissent et \u00e9largissent l\u2019acc\u00e8s aux inventaires publicitaires des marques RTBF. 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