PARIS: Television is driving the recovery of the French advertising market, as brands boost their expenditure across all forms of traditional media.

According to estimates from Kantar, the research firm, TV adspend in the country climbed 18.6% year-on-year in the first half of 2010, to €3.5bn ($4.5bn; £2.9bn).

Digital stations were the primary beneficiaries of this trend, up by 38.4%, although national channels did see demand leap by 13.3% on H1 2009.

The overall duration of spots increased 17.7%, and the number of brands with a presence on this medium reached 979, equivalent to growth of 11%.

The World Cup in South Africa helped encourage this development, as companies in a variety of categories aimed to connect with male viewers interested in the global football tournament.

Elsewhere,radio enjoyed a 12.3% uptick in revenues to €1.8bn, with press improving by 8.1% to €2.4bn.

The number of ad pages published in H1 2010 increased by 3.7%, and the amount of featured products rose 1.1% in this timeframe.

National newspapers experienced the most substantial gains in purely financial terms, with a 12.7% surge in sales.

Outdoor totals came in at €1.2bn with cinema on €85.7m, improvements of 5.3% and 10.1% respectively.

While the latest figures are measured against a particularly low base given that the ad industry witnessed a contraction of 12.5% during 2009, sentiment also seems to be hardening.

"If the first quarter benefited from a poor 2009, the second quarter appeared toshow signs of a recovery among the growing number of brands advertising in this period," Kantar's study said.

Data sourced from Le Figaro; additional content by Warc staff