{"id":3571,"date":"2018-11-07T14:47:07","date_gmt":"2018-11-07T19:47:07","guid":{"rendered":"https:\/\/acaweb.ca\/fr\/?p=3571"},"modified":"2018-11-09T14:43:49","modified_gmt":"2018-11-09T19:43:49","slug":"lindustrie-de-la-commandite-au-canada-2018","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2018\/lindustrie-de-la-commandite-au-canada-2018\/","title":{"rendered":"L\u2019industrie de la commandite au Canada 2018"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2018\/11\/sponsorship-356x200.jpg\" alt=\"La commandite\" width=\"356\" height=\"200\" class=\"alignleft size-full wp-image-3572\" srcset=\"https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2018\/11\/sponsorship-356x200.jpg 356w, https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2018\/11\/sponsorship-356x200-300x169.jpg 300w, https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2018\/11\/sponsorship-356x200-312x175.jpg 312w\" sizes=\"(max-width: 356px) 100vw, 356px\" \/><\/p>\n<p>L\u2019\u00e9tude sur le march\u00e9 de la commandite au Canada pr\u00e9sente aux professionnels de la commandite des constatations et informations essentielles sur l\u2019envergure, l\u2019importance et les tendances de cette industrie au pays. Interpr\u00e9tant les donn\u00e9es et les perspectives des commanditaires, des commandit\u00e9s et des agences, l\u2019enqu\u00eate trace un portrait fiable de l\u2019actualit\u00e9 dans ce domaine. <\/p>\n<p>Les r\u00e9sultats de la plus r\u00e9cente \u00e9dition du sondage (la 12e!) \u00e9tant maintenant connus, voici un aper\u00e7u de ce qui s\u2019est pass\u00e9 au cours de l\u2019ann\u00e9e dans l\u2019industrie de la commandite :<\/p>\n<ul>\n<li>Les commanditaires canadiens ont d\u00e9pens\u00e9 quelque 1,94 milliard $ en droits.<\/li>\n<li>Pour chaque dollar investi en droits, ils ont d\u00e9pens\u00e9 $0.54 en frais d\u2019activation, pour un indice de 0.54.<\/li>\n<li>Les d\u00e9penses totales dans l\u2019industrie (droits et activation) ont atteint 2,98 milliards $.<\/li>\n<li>Les commanditaires consacrent 3,7 % des frais d\u2019activation \u00e0 l\u2019\u00e9valuation des programmes.<\/li>\n<\/ul>\n<p>En plus de ces importants chiffres annuels, voici trois tendances \u00e0 plus long terme qui m\u00e9ritent que l\u2019on s\u2019y attarde.<\/p>\n<p><em><strong>1. Le pourcentage des investissements en nature (IN) a graduellement baiss\u00e9 par rapport \u00e0 l\u2019ensemble des investissements en commandite. <\/strong><\/em><\/p>\n<p>Autrement dit, les d\u00e9penses en esp\u00e8ces ont augment\u00e9. Dans les premi\u00e8res ann\u00e9es de l\u2019\u00e9tude, il n\u2019\u00e9tait pas rare que des commanditaires rapportent qu\u2019un dollar sur trois de leurs investissements en commandite \u00e9taient en IN. Ces derni\u00e8res ann\u00e9es, cette proportion est plut\u00f4t d\u2019un dollar sur cinq. Les commanditaires continuent donc, mais dans une moindre mesure, \u00e0 combler leurs budgets de commandite avec des produits et services plut\u00f4t qu\u2019avec de l\u2019argent sonnant. Pourquoi cette baisse? Plusieurs raisons pourraient l\u2019expliquer :<\/p>\n<ul>\n<li>Plusieurs organisations \u00e9tablissent leurs bonis \u00e0 partir des revenus en esp\u00e8ces, sans consid\u00e9rer la valeur en nature, encourageant ainsi l\u2019accent mis sur les esp\u00e8ces;<\/li>\n<li>\u00c0 mesure que la distinction entre commandite et action philanthropique s\u2019amenuise dans plusieurs organisations, il se peut que l\u2019on consid\u00e8re les IN comme des dons et non comme des investissements visant l\u2019atteinte des objectifs marketing des commandites;<\/li>\n<li>Consid\u00e9rant la faiblesse de l\u2019indice d\u2019activation au Canada, il se peut que les commanditaires n\u2019investissent pas suffisamment dans l\u2019exploitation et la maximisation du rendement de leurs programmes, et que ceci se refl\u00e8te aussi sur les IN.<\/li>\n<\/ul>\n<p><em><strong>2. Les investissements dans les festivals ont continu\u00e9 \u00e0 diminuer<\/strong><\/em><\/p>\n<p>Apr\u00e8s avoir atteint son apog\u00e9e en 2011-2013, alors qu\u2019elle accaparait 24 % des investissements en commandite au Canada, la part des festivals a baiss\u00e9 continuellement. Cette ann\u00e9e, elle ne s\u2019\u00e9l\u00e8ve qu\u2019\u00e0 8,3 %. Il se peut que les festivals refl\u00e8tent la tendance observ\u00e9e dans les causes philanthropiques, et soient maintenant vus comme une partie int\u00e9grante et incontournable d\u2019une commandite et non plus comme des entit\u00e9s autonomes.<\/p>\n<p><strong><em>3. On investit de plus en plus dans l\u2019activation de programmes existants<\/em><\/strong><\/p>\n<p>Il y a quelques ann\u00e9es, nous avons commenc\u00e9 \u00e0 demander aux commandit\u00e9s quelle part de leurs revenus en droits ils investissaient dans des programmes existants. Au d\u00e9but, cette part avoisinait le z\u00e9ro (0,3 % en 2013), mais au cours des derni\u00e8res ann\u00e9es, elle a augment\u00e9 r\u00e9guli\u00e8rement pour atteindre pr\u00e8s de 11,9 % en 2017.<\/p>\n<p>Les commandit\u00e9s commencent \u00e0 se rendre compte qu\u2019en r\u00e9investissant une certaine part de leur revenu pour dynamiser une entente avec des commanditaires, ils peuvent mieux en d\u00e9montrer la valeur et ainsi accro\u00eetre les chances de la voir renouvel\u00e9e. <\/p>\n<p>Pour d\u2019autres r\u00e9sultats et donn\u00e9es de l\u2019enqu\u00eate sur l\u2019industrie de la commandite au Canada, consultez le site : <a href=\"http:\/\/www.sponsorshiplandscape.com\">www.sponsorshiplandscape.com <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019\u00e9tude sur le march\u00e9 de la commandite au Canada pr\u00e9sente aux professionnels de la commandite des constatations et informations essentielles sur l\u2019envergure, l\u2019importance et les tendances de cette industrie au pays. Interpr\u00e9tant les donn\u00e9es et les perspectives des commanditaires, des commandit\u00e9s et des agences, l\u2019enqu\u00eate trace un portrait fiable de l\u2019actualit\u00e9 dans ce domaine.<\/p>\n","protected":false},"author":74,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[605],"tags":[139,756,754,757,755],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019industrie de la commandite au Canada 2018 - 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\/2018\/lindustrie-de-la-commandite-au-canada-2018\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019industrie de la commandite au Canada 2018 - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"L\u2019\u00e9tude sur le march\u00e9 de la commandite au Canada pr\u00e9sente aux professionnels de la commandite des constatations et informations essentielles sur l\u2019envergure, l\u2019importance et les tendances de cette industrie au pays. 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