French advertisers boost spending

19 March 2012

PARIS: Advertisers in France boosted their overall expenditure levels last year, with television, online and mobile all benefiting as a result.  
IREP, the research group, reported that the total outlay among brand owners in the country increased by 1.9% on an annual basis in 2011, to €31.4bn overall.
However, the revenues recorded by media owners only rose by 0.1% to €10.7bn, suggesting that the majority of incremental spending was directed to disciplines such as direct marketing, PR, sponsorship and events.
By way of comparison, French media companies had seen sales expand by 3.9% in 2010, after a 12.6% slide in 2009. "We can speak of a market stabilisation," Philippe Legendre, the deputy director of IREP said.
Television enjoyed a 1.6% improvement in demand year on year, reaching a value of €3.5bn. Elsewhere, cinema grew by 16.5% to €105m, outdoor was up by 1.3% to €1.2bn and radio registered a 0.6% lift to €748m.
Online display advertising returns also rose by 14% to €616m. This was supplemented by a modest €33m from the mobile web, although this figure had grown by 38% on 2010  

Less positively, the press category as a whole saw a slide of 3.2% to €3.5bn, with national newspapers down 3.7% to €256m, but regional titles logged a 0.2% gain to €937m. Magazines were off by 0.7% to €1.2bn.

Data sourced from Les Échos; additional content by Warc staff