Compared to Q1 last year, French advertisers reduced spend on TV by 2% in the first quarter of 2001, while at the same time increasing expenditure on radio campaigns by 16%, according to TNS Secodip, a subsidiary of UK-headquartered market research group Taylor Nelson Sofres.
Alongside radio, national daily newspapers also saw ad revenues increasing over the first quarter, though cinema and outdoor advertising all suffered falls.
“Essentially radio is doing best at the beginning of the year. Television, and, more notably, cinema and outdoor advertising are seeing their receipts decline,” commented TNS Secodip’s marketing director Eric Trousset.
In the first two months of the year, radio enjoyed a 15% rise in spend compared to the same months in 2000, and press advertising rose 1%. Meanwhile, there was an 11% fall in the outdoor sector and an 8% drop in cinema expenditure. The TV ad market fell 3% both in January and February, although it performed slightly better in March, dropping only 0.5%.
In line with the dotcom downturn, online companies reduced adspend by 6% in the first two months of the year, although interestingly they increased expenditure on radio and press efforts.
News Source: CampaignLive (UK)