IPG Mediabrands has published its MAGNA study on advertising spend in France, a report eagerly awaited by the tigrz team.
According to this analysis, traditional media show slightly rising growth, with +3% in ad revenue (IP) on average.
- +2.6% for TV and Radio
- -0.6% for Press
- +7% for OOH, which is mainly driven by DOOH (+23% vs +3% for traditional OOH)
The near-stability of advertising revenue is the result of a fall in GRP supply (linear audience down 3% among over-4s, but 9% among 15-49s, with advertising time slightly up by 2%), roughly offset by a rise in prices (net CPMs +12% on 18-49s, +3% on those aged 50 and over).
But what about budget spend in digital?
62% of multi-media budgets in France are invested in digital.
Digital media keep strong growth at +8.2%, including +8% for SEA and 10% for online video and social networks.
With 19.2% market share in France, social networks (excluding YouTube) are for the first time above TV (17.9%), establishing themselves as the leading mass medium for video consumption. The share of paid Social is now central in brands’ mixes, representing 18.5% of investments (+1.5 pts vs 2022).
We also recall that eMarketer study announcing TikTok as the most used social network by 2025. After weak growth of 2% in the first half of 2023 (vs previous year), ad revenue accelerated to +9.4% in the 2nd half. The cause: major sporting events such as the Rugby World Cup, which made advertising spend soar.
In 2024, the stabilisation of the economy and the advertising enthusiasm generated by the Olympic and Paralympic Games will drive another acceleration in ad revenue, making France the 3rd largest advertising market in Europe and 6th in the world.
The tigrz team will keep an eye on these developments and on the new advertising trends they will bring.
Going further. See also our approach to strategic consulting.
On the same topic: « Advertising market trends in France – July 2023 » and « Social growth in France: what drives it and how to read it? ».
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