The French advertising market is booming. According to the Baromètre unifié du marché publicitaire (Bump), net revenues will reach 8.44 billion euros in the first half of 2024, up 9.3% on 2023. This performance is based on favorable economic conditions, stimulated by major upcoming sporting events, notably the Olympic Games.
Digital drives recovery
Digital's share of advertising market growth continues to grow, exceeding initial expectations. Cumulative net digital revenues for traditional media (TV, press, radio and digital outdoor advertising) reached 466 million euros, up 22.2% on the first half of 2023. Compared to 2019, before the pandemic, this growth even reaches 68.7%.
Video and audio formats are booming. Digital video, which is booming, is up 29.8% on 2023, while digital audio is up 23.8%. This trend reflects changing media consumption habits and the success of IPTV streaming and replay platforms.
Outdoor advertising in good shape
Outdoor advertising, long held back by the pandemic, is back on track, with a 10% increase in the first half of 2024. The DOOH (Digital Out-Of-Home) segment confirmed its good health, with growth of 26.7%. This medium is particularly appealing in the transport (+13.4%) and shopping (+23.5%) sectors, two segments experiencing strong growth after the health crisis.
Television, despite increased competition from digital, also returned to positive momentum, with growth of 8.3%, even exceeding its 2019 level. This performance is due in part to live broadcasts of major sporting events, which attract millions of viewers.
Media in difficulty: press and cinema
However, not all media benefited from this recovery. Press, cinema and advertising mail are in decline. The press saw a drop in net digital revenues, and the unaddressed printed matter (UDP) sector recorded a 12.1% fall. Cinema, still recovering from the health crisis, is struggling to regain its position in the face of the rise of streaming platforms and new forms of content consumption.
This positive trend is set to continue in 2024, with growth forecast at +5.3%. The global communications market could thus reach 35.9 billion euros. The Paris 2024 Olympic Games, a flagship event, is expected to boost advertising investment, particularly on TV and in digital media.
Digital, in particular, should maintain its momentum, with expected growth of 8.2%, confirming its key role in the transformation of the advertising market. Advertisers' investments in traditional media should also be sustained by sports partnerships, even if their level remains lower than in 2019.
