According to data provided jointly by France Pub, Irep and Kantar Media, during the first half of 2017 the net advertising revenues of Medias showed a very slight increase of + 0.1%. For the first half of 2016, the increase was + 1.1%.
All the historical media are experiencing this slowdown and except for digital advertising, virtually no media is experiencing a positive evolution this semester. Some “niches” of progression appear like TV sponsorship (+ 17.7%), digital outdoor advertising (+ 13.2%) and the entire shopping segment (+ 9.4%), as well as ISA (prints without address) (+ 3.2%).
For the Total Historical Media + Internet segment, the first-half growth was + 0.6%. On this same segment, the annual forecast of French advertisers’ spending for 2017 is + 0.2%. However, the slowdown observed in H1 could be less pronounced over the whole year thanks to a second-half recovery freed from the electoral context and benefiting from a positive base effect.
To set up a forecast at +1.6%, France Pub integrates “owner media” (digital and content tools funded by the communication services of advertisers).
In terms of segments, the market references 44,961 advertisers, i.e. 2% more than in the first half of 2016. And even though the press still attracts nearly 1 advertisers out of 2 (47%), digital media still attract the largest number of advertisers with a rate of 59% (+3 points) for search and display combined.
Distribution pulls the market up and represents 15.7% of net investments The sector posted the strongest growth of 6.6% in the first half, followed by tourism (+ 6%) and telecommunications, which returned to growth (+ 8.2%) after two consecutive years of decline.
Conversely, beauty (-12.3%), automotive (-5.4%) and food (-6%) were down.