TV drives French adspend growth

01 February 2011

PARIS: An increase in television adspend helped to boost French advertising revenues last year, a report has argued.

Figures from research firm Kantar Media, based on ratecard estimates, showed traditional media expenditure climbed 10.2% in 2010, hitting €23.1bn ($31.6bn; £19.7bn).

TV recorded a 15.3% jump to €8.5bn - contributing 55% of industry growth - as brand owners enhanced their investment in line with the strengthening economic environment.

Digital channels performed especially well, logging a 40% improvement, to reach 22% of the medium's total returns.

"They have enabled some advertisers access to television," said Corinne In Albon, a director at Kantar.

Overall, 72% of the advertisers featured on digital stations also promoted products using national broadcast networks, she added.

Elsewhere, press saw a 7.4% expansion, reaching €4bn, aided in particular by hardening demand from automotive and apparel manufacturers, offsetting a decline among financial services providers.

Radio was up 6.2%, outdoor witnessed a 7.1% leap and cinema ad sales rose 18.9%, indicating the broad nature of the recovery.

The food, health and beauty and leisure categories all boosted their outlay, while carmakers adopted a similar strategy with Renault leading the pack on €350m.

Data sourced from Les Echos; additional content by Warc staff