The Unified Advertising Market Barometer (Bump), a half-yearly report based on cross-referenced data from Irep, Kantar, and France Pub, announces an unprecedented impact of the health crisis on the sector. All media were down over the first six months of the year. In the first half of 2020, net advertising revenues for all media are down -22% compared to the same period in 2019.
Radio is the media that fared best with a drop of -21.6%, followed by television (-26.9%), advertising mail (-29.9%), the press (-30.9%), outdoor advertising (-43.3%), unaddressed print (-41.6%), and cinema (-58.6%).
In terms of advertising volumes, the regional press is doing well
This is one of the rare good news brought by this half-year report: the regional daily press recorded a 17% increase in its advertising pagination. The national magazines and dailies, on the other hand, were more affected by containment, with a loss of nearly one-third of their business in terms of advertising volume.
Outdoor advertising results remain clearly in the red and there are also fewer advertisers: -33% on traditional and -38% on digital, says the Bump.
With regard to annual forecasts, the assumptions used by the Bump to estimate the evolution of the advertising market by the end of the year are those of a GDP growth between -9% and -10% in 2020, and a development of the health crisis without loss of control of the health care system which would require the adoption of more severe health measures. The Bump of the 1 er the first half year report was published on September 15.
