The advertising market up 7.1% over 9 months – Media

The latest figures over 9 months published on November 14 by Irep, Kantar Media and France Pub indicate constant growth in the advertising market with net advertising revenue for all media amounting to 12.3 billion euros. , up +7.1% compared to 3Q 2023. These positive results show both the impact of major sporting events and particularly the Paris 2024 Olympics, but also that of the strong digital dynamic as a whole at +10.5%. Moreover, this period reinforces the excellent performance of the digital levers of the 4 media: television, press, radio and DOOH, whose cumulative net revenues amount to 716 million euros with growth reinforced by +25.1% by compared to 3Q 2023. Note the positive results of the 5 media (television, cinema, radio, press, outdoor advertising including digital media revenues) whose net advertising revenues amount to 4.8 billion euros, not only up +6.1% compared to 3Q 2023 but exceeding for the first time their level of 3Q 2019 at +1.6%.

The video format at +37%

Overall net digital revenue (search, social, display and other levers) estimated by France Pub is 7.3 billion euros, with sustained growth of +10.5% compared to 3Q 2023. On this scope , television, radio and press revenues continue to show strong momentum at +24.3%. Within these revenues, the audio format (+28.8% vs 3Q 2023) and even more the video format (+37.1% vs 3Q 2023) are continuously accelerating. Over the first 9 months of 2024, the following 3 media: outdoor advertising, television and radio showed increasing results. Outdoor advertising continues its double-digit rise at +13.3% and far exceeds its pre-crisis level at +11.4%. The progression of this media can be observed across all levers: transport growing very strongly at +23.6%, shopping +15.6% and street furniture at +8.3%. Outdoor was also positive over the period at +8.2% and DOOH, still strong, increased by +27.1%. Television strengthens its momentum with sustained growth at +7.9% vs. 3Q 2023. Radio, growing steadily compared to 3Q 2023 at +2.2%, continuously exceeds 3Q 2019 at +4.4% . Conversely, the press, advertising mail, cinema and ISA (printed without address) show more or less marked declines. The press as a whole shows a fairly contained decline at -2.1% and advertising mail shows a decline of -4.2%. Cinema has shown an increasing decline since the start of the year at -9.6% and ISAs continue their recession consistently at -12.1% vs 3Q 2023.

Volumes and advertisers by media

In linear television, after a dynamic first half, advertising duration showed a clear decline of -9.5% in the 3rd quarter, reducing cumulative growth since January to +2.2%. This result is explained by the drop in the number of advertisers over the last three months, the reduction in the average number of spots broadcast (-117 spots per advertiser) and the reduction in the average duration of spots (-6%). Across all the levers that make it up, the media has 7,970 advertisers, including 2,235 for national linear TV, with 37% exclusive. The channels’ websites (TV display) represent a pool of 6,201 advertisers, 74% of whom are exclusive. Only 4% of advertisers use all TV advertising levers, or 351 participants. Since January, the cinema has attracted 205 advertisers, a slight increase of +2% vs. 3Q 2023. Among them, 62 are speaking there for the first time in 5 years, or nearly 1 in 3 advertisers in the portfolio. Radio volumes are trending downward. Advertising duration decreases by -3.2%. Same trend for all segments with the exception of local programs which continue to develop. All press brands total 28,008 advertisers, 60% of whom are active on print media and 52% on the media brand websites. The volume of outdoor advertising posters increased by +8.9% in 3Q 2024. DOOH, for its part, continues its strong growth, with +26.2% of advertisers compared to 3Q 2023, now representing 44% of the media portfolio with 3,265 advertisers.

Current themes

Streaming Vidéo : the arrival of new players on the market is strengthening competition in the streaming market in France. While international platforms reduce their advertising pressure to prioritize profitability, television channels are significantly increasing their budgets to promote their new platforms, with M6+ in the lead, with other channels following this trend to consolidate their position in the sector.

Rise in power of institutional campaigns : at the end of September, institutional campaigns increased by +91%, driven by themes such as the Olympic Games, CSR and innovation. 1^is corporate advertiser, LVMH doubles its budget, followed by Amazon and TotalEnergies, also up sharply.

Forecasts at 35.9 billion in 2024

Over the first 3 quarters as a whole, the communication market is up +6.7%, broken down into +5.4% for the 5 media, +9.8% for digital and +5.5 % for other media. The Olympic and Paralympic Games are the main drivers of this notable growth. GDP should experience a counter hit to -0.1% in the last quarter. Also for the year 2024, its growth should oscillate between +0.8% and +1.1%. In this rather gloomy economic environment, the communications market should also experience a slowdown in the fourth quarter. But thanks to the advance taken during the first 9 months, its annual growth is estimated at +5.4%, i.e. a 2024 communications market at an unprecedented level of 35.9 billion euros.