{"id":2142,"date":"2015-04-06T16:24:25","date_gmt":"2015-04-06T20:24:25","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/laca-reclame-le-maintien-de-la-publicite-sur-les-ondes-de-radio-canada\/"},"modified":"2017-10-30T13:20:39","modified_gmt":"2017-10-30T17:20:39","slug":"laca-reclame-le-maintien-de-la-publicite-sur-les-ondes-de-radio-canada","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2015\/laca-reclame-le-maintien-de-la-publicite-sur-les-ondes-de-radio-canada\/","title":{"rendered":"L\u2019ACA r\u00e9clame le maintien de la publicit\u00e9 sur les ondes de Radio-Canada"},"content":{"rendered":"

Par l\u2019\u00e9quipe de l\u2019ACA<\/em><\/strong><\/p>\n

Le financement du syst\u00e8me canadien de radiodiffusion d\u00e9pend principalement de la publicit\u00e9 et Radio-Canada ne fait pas exception \u00e0 cette constatation. La CBC est \u00e0 la crois\u00e9e des chemins apr\u00e8s le coup dur que repr\u00e9sente la disparition de sa populaire \u00e9mission Hockey Night in Canada et face \u00e0 un environnement m\u00e9diatique en pleine mutation. Plus que jamais la soci\u00e9t\u00e9 d\u2019\u00e9tat doit pouvoir compter sur un financement ferme et \u00e0 longue \u00e9ch\u00e9ance pour \u00eatre en mesure de produire des \u00e9missions de qualit\u00e9 et tirer son \u00e9pingle du jeu dans l\u2019\u00e9cosyst\u00e8me publicitaire.<\/p>\n

La publicit\u00e9 joue d\u00e9j\u00e0 un r\u00f4le important dans la programmation de la CBC\/SRC. Elle lui permet par exemple de pr\u00e9senter des s\u00e9ries populaires telles que Dragon\u2019s Den<\/a><\/em><\/strong>, Murdoch Mysteries<\/a><\/em><\/strong>, Tout le monde en parle<\/a><\/em><\/strong> ou Les Parents<\/a><\/em><\/strong> et de couvrir des \u00e9v\u00e9nements sportifs d\u2019envergure comme les Jeux Olympiques d\u2019hiver de Sotchi. Si vous avez le moindrement suivi la couverture des r\u00e9seaux fran\u00e7ais et anglais de Radio-Canada, vous savez que le diffuseur national a fait la preuve qu\u2019il pouvait r\u00e9pondre avec brio aux exigences des programmes de commandites multiplateformes qui sont d\u00e9sormais la norme dans le march\u00e9 d\u2019aujourd\u2019hui.<\/p>\n

Or, les difficult\u00e9s actuelles menacent non seulement la CBC, mais aussi l\u2019ensemble du syst\u00e8me canadien de publicit\u00e9 radio et t\u00e9l\u00e9diffus\u00e9e. Avec ses quelque 330 millions $ en revenus publicitaires, la CBC joue un r\u00f4le concurrentiel vital dans le march\u00e9. Sans lui, l\u2019\u00e9quilibre du march\u00e9 serait rompu.<\/p>\n

Au Canada fran\u00e7ais, l\u2019influence de la Soci\u00e9t\u00e9 Radio-Canada est encore plus marqu\u00e9e. Il n\u2019y pas l\u2019ombre d\u2019un doute que son offre publicitaire contribue au maintien de pratiques et de prix concurrentiels dans cet environnement.<\/p>\n

Cela dit, le paysage m\u00e9diatique est en mutation. Les consommateurs contournent de plus en plus la publicit\u00e9 traditionnelle. Les annonceurs explorent toutes sortes d\u2019autres moyens de rejoindre les Canadien, comme la publicit\u00e9 implicite ou \u00ab native \u00bb et, bient\u00f4t, la t\u00e9l\u00e9 Internet de m\u00eame que la programmation adressable. \u00c0 cet \u00e9gard, le site de la soci\u00e9t\u00e9 d\u2019\u00e9tat attire d\u00e9j\u00e0 plus de visiteurs individuels que ceux de ses concurrents, ce qui le rend int\u00e9ressant pour les annonceurs. Dans un autre ordre d\u2019id\u00e9es, des \u00e9missions comme Hockeyville <\/em>et Les dragons<\/em> constituent d\u2019excellents exemples d\u2019int\u00e9gration de contenu publicitaire.<\/p>\n

Publicit\u00e9 radio ou t\u00e9l\u00e9, commandites marketing, placement de produits, int\u00e9gration de contenus connexes ou t\u00e9l\u00e9 num\u00e9rique, la CBC doit saisir sans plus tarder les occasions qui se pr\u00e9sentent \u00e0 elle, si elle veut pouvoir aller de l\u2019avant et mettre au point une strat\u00e9gie cr\u00e9ative et innovante capable d\u2019\u00e9tablir un lien avec les consommateurs. C\u2019est ce que lui souhaitent les annonceurs.<\/p>\n

Lisez le communiqu\u00e9 de presse: Les revenus publicitaires plus essentiels que jamais pour la SRC<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Par l\u2019\u00e9quipe de l\u2019ACA Le financement du syst\u00e8me canadien de radiodiffusion d\u00e9pend principalement de la publicit\u00e9 et Radio-Canada ne fait pas exception \u00e0 cette constatation. La CBC est \u00e0 la crois\u00e9e des chemins apr\u00e8s le coup dur que repr\u00e9sente la disparition de sa populaire \u00e9mission Hockey Night in Canada et face \u00e0 un environnement m\u00e9diatique […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[536,609],"tags":[31,32,33,550,551,544],"acf":[],"yoast_head":"\nL\u2019ACA r\u00e9clame le maintien de la publicit\u00e9 sur les ondes de Radio-Canada - Association canadienne des annonceurs<\/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:\/\/acaweb.ca\/fr\/2015\/laca-reclame-le-maintien-de-la-publicite-sur-les-ondes-de-radio-canada\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019ACA r\u00e9clame le maintien de la publicit\u00e9 sur les ondes de Radio-Canada - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par l\u2019\u00e9quipe de l\u2019ACA Le financement du syst\u00e8me canadien de radiodiffusion d\u00e9pend principalement de la publicit\u00e9 et Radio-Canada ne fait pas exception \u00e0 cette constatation. 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