French ad revenues rise despite downturn

08 January 2010

PARIS: Advertising revenue levels through traditional media in France continued to grow last year, figures from a variety of media companies suggest.

Estimates from Yacast, the media monitoring agency, show that ad revenues in the country increased by 6.2% on an annual basis in 2009, to €14.6 billion ($20.9bn; £13.1bn).

The company's data was based on information provided by a number of media owners active in one or more of the television, radio, print or cinema sectors.

Commercially-funded TV stations posted an uptick of 11.3%, to $9.5bn – with gains among digital, satellite and analogue stations – while the volume of ads shown climbed 3.3%, to 4.7 million spots.

Within this, the number of active advertisers actually declined by 2.4%, to 1,615, while the top 20 among this group accounted for 28.7% of all commercials.

Figures for the publicly-owned France Televisions were also excluded, as a result of advertising restrictions put in place on its channels last year, which will have impacted total revenue levels.

Yacast reported that radio improved by 9.8%, to $4.7bn, last year, with cinema up by 8.1%, to $308 million, over the same period.

Press, however, was down by 2.8%, to $6.6bn, while the volume of print ads contracted by an even more substantial 13.2%.

By contrast, the total number of ads across all forms of traditional media rose by 4%, to 6 million, although the number of organisations featured fell by 7.1%, to 13,151 overall.

The most recent forecast from Warc predicted that the French ad market will expand by around 2% this year, after an expected double-digit drop in adspend in 2009.

Data sourced from Variety/Yacast; additional content by Warc staff