Social stronger than TV: a global trend
☞ Post-covid growth continues in the global advertising market and social networks are the segment advertisers invest in most. This trend will allow them, for the first time, to overtake investment in television. Beyond the figures, the symbolic dimension is very strong for a medium that is reinforcing its status as a mass medium like traditional media.
☞ According to the Zenith agency (Publicis), the total invested in social networks worldwide in 2022 is set to reach 177 billion, ahead of television at 174 billion. Social will thus account for 27% of advertisers’ total marketing budget on average, versus 22.5% for SEA and 21% for television.
☞ Zenith forecasts that social networks will remain the leading medium invested in between 2021 and 2024, with average growth of +14.8%, followed notably by SEA at +9.8%.
French advertisers are not left behind, with Social hot on TV’s heels
☞ The French market is often less mature than Anglo-Saxon markets in terms of digitalisation. This is not the case for Social, with an investment trend reinforced in 2022 (+15% for Social), the leading growth lever along with video across all media.
☞ Social networks will reach 3.7 billion in investment in France in 2022, behind Search at 5 billion but roughly equal to Television at 3.8 billion. It is the first time both media are favoured by advertisers at the same levels.
☞ In 2019, for example, TV reached 3.4 billion in investment versus 1.7 billion for Social. The ratio has therefore reversed very considerably, notably driven by covid in 2020. It should however be noted that the real growth took place in 2021, with promises kept on Social Commerce and ecosystem-concentration issues following the various changes in the advertising market around Privacy & iOS14.
☞ The jump was also mainly made this year, with +45% investment over 12 months. Social platforms were at the heart of French advertisers’ recovery set-ups, combining branding & performance.
New promises & expectations for 2022-24 (on request below)
- 1 – Support the new data deal.
- 2 – Continue intra-platform & first-party measurement.
- 3 – Find new performance drivers in campaign management.
- 4 – Integrate Social into a media mix to make it more effective.
- 5 – The interlocking with last-click transformation levers is to be pursued.
To obtain the details of the analysis note and the 2022 challenges, fill in the form below:
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On the same topic: « 360°: starting from Social, scaling on traditional media, converting in store and online » and « Social and Search are neck and neck in France and dominate worldwide ».
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