Irep, Kantar Media and France Pub have published the advertising and communications market figures for the first quarter of 2023. According to the Unified Barometer of the Advertising Market (Bump), based on their combined data, the advertising market experienced a slowdown in the first quarter of this year, which began in the second half of 2022. Total net advertising revenues amounted to 3,844 billion euros for the first quarter of 2023, down 0.7% on the first quarter of 2022, but still higher than the pre-crisis period. According to France Pub, there will be a slowdown in the digital market, with growth of 3% compared with the first quarter of 2022.
Cinema, radio and outdoor advertising do well
Results for cinema, radio and outdoor advertising were positive compared with the first quarter of 2022.
The cinema sector posted a handsome 22.9% increase, gradually catching up with 2019.
Outdoor advertising, up 5.9%, continues to catch up. The DOOH (digital out-of-home) segment continues to grow (+9.1%).
Radio is making little progress and is stable compared with 2019.
Television, press, advertising mail and unaddressed printed matter fall
Television is down 7.2% on the first quarter of 2022.
The press as a whole is down 4.1% on the same period, widening the gap with the first quarter of 2019.
Advertising mail was down 11.3%.
While digital leaflets lead the way with an 80.9% increase over the first quarter of 2022, unaddressed printed matter is down 12.4% over the same period.
More or less numerous advertisers
In the first quarter of 2023, the advertising market totaled 33,012 advertisers, according to Bump, down 10.6% on the first quarter of 2022.
Television, with fewer advertisers (- 3.9%), nevertheless achieves a slightly higher advertising volume than in the first quarter of 2022.
The cinema sector, meanwhile, posted strong portfolio growth of +12.8%.
Radio has been unable to regain its pre-crisis portfolio, and the 6.2% decline recorded in the first quarter has not helped matters.
The press is also losing advertisers, down 5.4%.
Outdoor advertising seems to be luckier, with an increase of 0.7%.
Dynamic sectors and suffering sectors, all media combined
Question sector, distribution, with 18.9% of the cross-media market, continues to grow, recording +5% compared with the first quarter of 2022 and above all +62% compared with 2019.
Fashion, with 9.1% of the market, was up 16% in the first quarter.
Restaurant tourism is back on track, with a 55% increase.
The automotive sector is starting to communicate again, with growth of +8%.
Financial establishments, services, beauty and food did not perform well in the first quarter, and fell.
2023 communications market forecasts
The latest INSEE and Banque de France economic analyses point to an improved economic outlook.
According to France Pub, the communications market should reach 33.5 billion euros in 2023, up 2.4% on 2022.
Spending on the five media is expected to decline by 0.8%, while digital is set to continue its moderate 5.6% growth.
