PARIS: Adspend levels are continuing to increase in France, as brands in a range of categories heighten their investment.

According to figures from Kantar Media, the research firm, total advertising expenditure through TV, print, outdoor and cinema rose by 17.3% to €1.63bn ($2.8bn; £1.91bn) in May 2010.

Television remained the dominant choice among marketers, having attracted 39.3% of traditional media budgets during this period.

Press followed in second on a share of 27%, having seen double-digit upticks in both value and volume terms, with radio in third on 19.2%, having also witnessed a surge in demand.

Outdoor received 13.4% of marketers' investment in advertising, with cinema on a modest 1.1%.

Looking to the web, financial services providers were most interested in this medium in May with an outlay of €29m, ahead of the travel industry on €26.8m and automakers on €23m.

Almost every major sector boosted its media activity in the fifth month of this year, with food brands delivering almost one third of overall growth, directing the largest portion of this incremental spending to TV and online.

Data sourced from Journal du Net; additional content by Warc staff