Adspend rises in France

03 October 2011

PARIS: Adspend levels rose by 2.1% in France during the first half of this year, reaching €4.7bn overall, according to figures from IREP, the trade body.

In a new report, the organisation revealed television revenues - including advertising and sponsorship - jumped by 3.9% on an annual basis in the opening six months of 2011, hitting €1.7bn.

Press, covering both paid-for and free newspapers as well as magazines, declined by 1.2% to €1.8bn, following on from a 4.1% contraction across the first half of 2010.

More positively, online display revenues climbed by 15% to €304m, outpacing the expansion of 9% registered in H1 last year.

Elsewhere, cinema logged a 40.5% leap, albeit to a modest €40m. Outdoor and radio were largely flat, coming in at €602m and €287m respectively.

Based on a tie-up with the Mobile Marketing Association, IREP also published mobile display spending for the first time, and stated this channel generated €44.3m between January and June, up 16% year on year.

Given the current fiscal headwinds observable in the Eurozone, the industry body laid out two scenarios for full-year ad expenditure totals: a 1.4% increase if conditions improve or a 0.5% slide if the situation deteriorates further.

The former of these outcomes was the more likely of the two results, IREP added.

Taking a longer term view, it revealed that French adspend approached €12bn in 2008, a figure which fell by 12.6% in 2009, followed by a 3.9% recovery in 2010.

As such, it could still be a few years before the market bounces back to the levels recorded prior to the economic downturn.

Data sourced from IREP; additional content by Warc staff