At the very least, the French advertising market is set to drop 23% in 2020, according to estimates established by France Pub and Irep associated with Kantar Media. It could thus amount to 26 billion euros, compared to 33.8 billion in investments by advertisers last year.
Read also: French confined people have read more, bought little
The coronavirus pandemic has caused an unprecedented shock, unparalleled in recent history. Neither the bursting of the internet bubble in 2001, nor the Gulf War and the Sapin law in 1993 had such effects. The depression of 2009 following the financial crisis had not been so strong either since it had led to a 9% drop in the market, which took several years to recover.
The two months of confinement will leave long traces.The two months of confinement will leave long traces. "If it had only been a month, the decline could have been limited to 10%, assuming a rapid and strong rebound. But with two months of virtual cessation of trade, the recovery will be slower and will not really be felt until the last quarter ",
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