PARIS: Brands in the food and beverage categories greatly increased their online adspend in France last year, helping the medium improve its market share.

According to estimates from IAB France, the trade body, the web generated advertising revenues of €1.2bn ($1.6bn; £1.1bn) over 2009 as a whole.

More specifically, advertisers in the food industry heightened their outlay on this channel by 77% year-on-year to €49.7m, with the beverage segment also delivering an uptick of 54% to €13.9m.

Overall, each of these categories devoted 5% of their total media budgets to the internet last year, although this was still some way behind the figure of 35% recorded by IT companies.

The services sector delivered €236.5m in advertising revenues to the web, with telecoms on €131.2m, and travel and tourism operators on €87.1m.

However, while the net's share of adspend reached a high of 11% in 2009, it still did not match the amount of time people spend online, with the web accounting for 14% of all media consumption at present.

Data sourced from IAB France; additional content by Warc staff