The Unified Advertising Market Barometer (Bump), a half-yearly report based on data from Irep, Kantar, and France Pub, announces a "clear recovery in the advertising market" in the first half of the year er semester 2021.
Across all media (television, cinema, radio, press, outdoor advertising, unaddressed printed matter), total net advertising revenues were up by +25.7% compared with H1 2020. However, the market is still down by -13.3% compared with the first half of the year er semester 2019.
Print media advertising revenues
The press as a whole (national daily press, regional daily press, regional weekly press, magazines, trade press and freebies) saw revenues increase by +17.7% compared to the first half of 2020, but remain down on the first half of 2019 at -17.8%.
The Bump also indicates that outdoor advertising one of the media most affected by the health crisis, is recovering significantly
by +17% compared to the first half of 2020, but remains down -32.9%, compared to the first half of 2019.
Unaddressed printed matter show a strong increase of +41.9% against the first half of 2020, but are still down -17.1% compared to the first half of 2019. Advertising mail is recovering this semester at +15.7% compared to the first half of 2020, but remains down compared to
in the first half of 2019 to -18.9%.
What is the outlook for 2021?
According to expert estimates, the economy should continue to recover in the second half of the year, but at a more moderate pace, reports the Bump. A favorable context that should continue to support demand in the communications market, and erase some of the losses of 2020.
