The French ad industry was far from immune to last year’s downturn, with Gallic adspend slipping 1.3% over the year to E14.1 billion ($12.4bn), according to media research group Secodip.
The figures show that print retained its position as the number one ad medium, generating E5.8bn of ad revenue last year, down 4%. Television, in second place, fell by the same margin to E4.4bn.
In contrast, some media enjoyed rising ad revenues. The third-placed outdoor sector enjoyed an 8% increase to E2.1bn, despite a 3% fall in volumes. Radio expenditure grew 3% to E1.7bn, while cinema was up 2% to retain fifth place ahead of the internet.
The top advertisers (with expenditure and percentage change in brackets) were as follows:
1. France Telecom (E353m, –1%)
2. Renault (E227m, –4%)
3. Nestlé (E198m, –4%)
4. Carrefour (E171m, +11%)
5. Music France (E170m, +28%)
As elsewhere, falling adspend reflected hefty budget cuts by tech firms after the boom of 2000. Although France Telecom was the leading advertiser, the telecommunications industry as a whole saw its share of total adspend tumble to 7.4% in 2001 from 23% the year before.
The top sector was retail (11.2% of total spend), then food (10.2%), transport (9.6%), services (8.5%) and hygiene/cosmetics (7.7%).
Data sourced from: AdAge Global; additional content by WARC staff