The Unified Barometer of the Advertising Market (Bump), based on data from Irep, Kantar, and France Pub, has published its results on the advertising market in 2020 and its forecasts for 2021. Results obviously marked by the unprecedented health crisis.
Decline in advertisers' communication investments
Overall, advertisers' advertising investments fell by nearly -22% in 2020. While the five media (press, outdoor advertising, television, radio, cinema) have shown a trend similar to that of the market as a whole, television and radio have been more resilient to the effects of the health crisis than the press, outdoor advertising and cinema.
Advertising revenue figures for print media
The press as a whole (national daily press, regional daily press, regional weekly press, magazines, specialized press and free papers) saw its revenues decrease by -23.7% in 2020 compared to 2019. A significant drop, the Bump points out, since in comparison 2019 showed a decrease of -4.1% compared to the previous year.
Advertising mail also fell by -23.1% in 2020, while in 2019 the decline was -7.5% as for unaddressed printed matter, it fell in 2020 by -30.5%.
What is the outlook for 2021?
According to the Bump, the five media will experience a gradual recovery with a trend catch-up at the end of the year, bringing annual growth to nearly +9% (-12.5% compared to 2019). Although this is a development hypothesis, the advertising market is expected to remain at the level reached in the last quarter of 2020, pick up moderately through the summer, and experience a stronger recovery in the second half of the year thanks to the lifting of health measures weighing on certain sectors, the Bump says.
