{"id":35,"date":"2006-03-15T08:26:34","date_gmt":"2006-03-15T08:26:34","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2006\/03\/15\/la-fin-du-marketing-et-de-la-communication-de-masse-mon-oeil\/"},"modified":"2020-09-09T07:11:21","modified_gmt":"2020-09-09T05:11:21","slug":"la-fin-du-marketing-et-de-la-communication-de-masse-mon-oeil","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2006\/03\/15\/la-fin-du-marketing-et-de-la-communication-de-masse-mon-oeil\/","title":{"rendered":"La fin du marketing et de la communication de masse ? Mon oeil !"},"content":{"rendered":"<p>La fin du marketing de masse ? Quelle blague ! Annonc\u00e9s ce matin sur <a title=\"Les podcasts d'Europe1\" href=\"http:\/\/www.europe1.fr\" target=\"_blank\" rel=\"noopener noreferrer\">Europe1<\/a> par JM Morandini, voici les chiffres tout frais des parts d&rsquo;audience des cha\u00eenes du c\u00e2ble et du satellite affich\u00e9es sur leur site par Mediam\u00e9trie.<\/p>\n<h2>La fin du marketing de masse; ce n&rsquo;est pas pour tout de suite<\/h2>\n<figure id=\"attachment_34517\" aria-describedby=\"caption-attachment-34517\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-34517 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/03\/jumpstory-download20191204-192242.jpg\" alt=\"La fin du marketing et de la communication de masse ? Mon oeil !\" width=\"650\" height=\"431\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/03\/jumpstory-download20191204-192242.jpg 650w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/03\/jumpstory-download20191204-192242-452x300.jpg 452w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-34517\" class=\"wp-caption-text\">La fin du marketing et de la communication de masse ? Mon oeil !<\/figcaption><\/figure>\n<p>On y voit une confirmation des chiffres que nous avancions dans un post pr\u00e9c\u00e9dent sur ce site (La TV Payante dop\u00e9e par l&rsquo;ADSL) en notant que la stat de m\u00e9diam\u00e9trie ignore les abonn\u00e9s \u00e0 l&rsquo;ADSL, Canal+ (version set top box) et \u00e0 la TNT. Rappelons que le chiffre total des personnes \u00e9quip\u00e9es de T\u00e9l\u00e9viseurs (voir page 2 dans le pdf de M\u00e9diam\u00e9trie) est de 55 millions (soit 10 fois plus que le chiffre annonc\u00e9 plus haut) si on compte les + de 4 ans (et Dieu sait qu&rsquo;entre 4 ans et 7 ans nos enfants consomment de la t\u00e9l\u00e9vision).<\/p>\n<p><!--more--><\/p>\n<p>Plus inqui\u00e9tant, parmi les possesseurs d&rsquo;abonnement c\u00e2ble et satellite on trouve que ce sont les cha\u00eenes hertziennes qui dominent largement le paysage (65% environ) , avec une nette pr\u00e9dominance de &#8230; TF1 qui gagne m\u00eame encore des points d&rsquo;audience.<\/p>\n<p>A titre de comparaison, TF1 totalise 26% environ de part d&rsquo;audience parmi ces abonn\u00e9s alors qu&rsquo;Europsport ne totalise qu&rsquo;environ 2% bien qu&rsquo;\u00e9tant de loin la meilleure audience du c\u00e2ble\/satellite.<\/p>\n<p>Les autres cha\u00eenes tournent toutes entre 0 et 1% avec la pr\u00e9diction de Morandini qui pr\u00e9voit la disparition de nombre des nouvelles cha\u00eenes suite \u00e0 la fusion TPS et Canalsat.<\/p>\n<p>Et pan dans le nez aux d\u00e9tracteurs de la communication et au marketing de masse, faut-il en d\u00e9duire que Souchon est vraiment une foule sentimentale \u00e0 lui tout seul &#8230; ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La fin du marketing de masse ? Quelle blague ! Annonc\u00e9s ce matin sur Europe1 par JM Morandini, voici les chiffres tout frais des parts d&rsquo;audience des cha\u00eenes du c\u00e2ble et du satellite affich\u00e9es sur leur site par Mediam\u00e9trie. La fin du marketing de masse; ce n&rsquo;est pas pour tout de suite On y voit &hellip;<\/p>\n","protected":false},"author":2,"featured_media":34517,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-35","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La fin du marketing et de la communication de masse ? Mon oeil !<\/title>\n<meta name=\"description\" content=\"La fin du marketing de masse ? Quelle blague ! 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