The extent of the fall in the French advertising market should be less than feared.
In 2020, after the unprecedented impact of the health crisis, the decline should finally reach 20%, according to data presented Tuesday by Irep and France Pub in association with the SRI (internet agencies) and Udecam (media agencies ).
The market would record this year 27.2 billion euros in net revenue (after rebates made to agencies and advertisers), or 7 billion less than in 2019. It thus returns to the level of investment of 1999.
This decrease could however still be corrected for improvement, insofar as the Banque de France has just revised its forecast for national GDP, now expected to decline by 8.7% against 9% to 10% previously.
The correlation between growth and communication spending having been established, the situation on the advertising market could therefore improve a little, knowing that everything will depend on the last quarter.
Read also:
The advertising market is smiling again
Professionals
This article is for subscribers only.
You have 72% left to discover.
Subscribe: 1 € the first month
Can be canceled at any time
Enter your email
Already subscribed?
Log in
