With a first quarter 2016 at – 0.1% (excl. digital) and + 0.4% for the historical media (excl. mail and digital), advertising revenues recorded a quarter of stability. Overall, the market loses € 2m for the quarter.
All media, except press and advertising mail, were up this quarter.
Outdoor advertising is the media that contributes most to the stability of the market (excl. digital) with an increase of + 6.7% (+ € 16m). All categories of this media progress, particularly street furniture and transport.
TV, with 2% (+ € 15m), is the second factor of stability. With + 42.8% (+ € 7 million), cinema had a good quarter. Radio also evolved positively with + 3.1% (+ € 3m).
Print failed to attenuate its decline with -7.1% (-35M €). A third of the decline is due to free press (-16.6%, i.e. € -12m). National newspapers are experiencing a 2-digits decrease (-10.5%) when the regional press erodes by -5.8% and magazines by -4.9%. The weekly regional press is almost stable at -1.4% (€ -1M).
In the event of a positive evolution of Internet, following its trend of 2015 (i.e. + 5.9% – source: IREP), the results of this study would be probably balanced by 1.9, which seems to be confirmed by Kantar Media/France Pub’s results as they announced an increase of + 5.0% for Internet in Q1 2016.
Thus, an extrapolation of the total “historical media + internet” would even, according to the IREP, show a growth of about + 2.3% for the whole advertising market.
So in the economic environment of this 1st quarter 2016 when the economic growth is increasing by 0,5 % and consumption expenses by 1,2 %, IREP confirms its evolution forecast for the advertising market (including Internet) announced last March, of 1,0 % for the year 2016.