“Despite a fragile macroeconomic context, advertisers have remained on the offensive. The communication market has caught up with the level of the French economy”
, rejoices Xavier Guillon, Managing Director of France Pub.
In 2022, net advertising revenue from traditional media, i.e. radio, television, press, cinema and billboards, amounted to 8.2 billion euros, up 2 7% over one year, unveiled Tuesday the Unified Barometer of the advertising market (BUMP).
The distribution, fashion and banking-insurance sectors drove investments.
Lidl, Leclerc and Intermarché are the leading advertisers in the country.
While the automotive sector, entangled in the semiconductor crisis, has reduced its marketing budgets.
Compared to 2019, however, advertising investment in historical media remains down 4.5%.
“
The gap is narrowing little by little
,” slips Christine Robert, deputy director of Irep.
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TV declines despite World Cup effect
In detail, radio is slightly above its 2021 level (+ 1.9%), but still remains below 2019 (- 2.1%), with 699 million euros in advertising revenue.
Television, at 3.4 billion euros, shows a slight decline of 1.5% over one year, but exceeds its pre-crisis levels (+ 2.4%).
“
The World Cup did not succeed in reversing the downward trend in the number of advertisers in the second half
,” comments Christine Robert.
Programs available for replay on the web continue to attract new advertisers.
For its part, the cinema is picking up, but remains far (- 28.7%) from its pre-crisis levels, with 64 million euros in advertising revenue.
For its part, the press posted growth of 0.7% over one year, to 1.8 billion euros, with an increasing portfolio of advertisers.
And “
a contained decrease of 11.3% compared to 2019
”, specifies Xavier Guillon.
Only the titles of the national daily press capture more investments than before the pandemic (+ 2.9%).
Strongly affected by the multiple confinements, billboards are picking up again and in 2022 recorded a rebound of 14.8% over one year, to 1.2 billion euros.
The good results published last week by the sector giant JCDecaux testified to this rebound.
Overall, advertisers are still spending more money (841 million euros in 2022 in total, + 13.3% over one year) on the online universe of TV, press, radio and display (DOOH) media.
Digital drives growth
Digital advertising, dominated by the trio Meta, Google and Amazon, continues to drive market growth in France, with more than 9 billion euros invested in search, social and display (+ 9.7% growth over one year and +32.5% compared to 2019).
For the next few months, the sector is displaying its optimism.
"
In 2023, the global communication market in France should finally return to its 2019 level
", anticipates Xavier Guillon.
Investments in traditional media should remain stable, on the assumption of French GDP growth of around 0.5% this year (in line with the forecasts provided by INSEE).
"
In order not to lose market share in this hectic period, advertisers have an interest in maintaining their communication
", concludes Florence Doré, marketing director France media division of Kantar.