(From Stratégies magazine – June 1st, 2017)
For the first time, France Pub, the Irep and Kantar Media have teamed up to evaluate the advertising market in France. In the first quarter of 2017, on the whole historical media + internet, the market is down 0.4%. But without the Internet, the advertising revenues of the historical media lost 2.4%, TV decreased by 0.8%, radio by 3.7% and print by 5%.
Even if most of the media are down, the digital display (+ 12.4%), the transports display (+ 9.5%) and the unaddressed prints (+ 1.9%) are doing well. However this downward trend is to be put into perspective with a very strong year 2016.
For the future, they expect a growth of + 0.5% at the end of the year, or even 2%, with positive prospects, independent of what happened in 2016. As for advertisers, distribution has taken the lead with an 8.5% increase in investments (+ 13.2% for general retailers and + 7.4% for specialised retailers). Tourism and financial institutions are also on the rise. Conversely, food, beauty and automotive industries have sharply decreased their investments compared to the first quarter of 2016, with decreases of 10.9%, 11.3% and 7%, respectively.