Worldwide advertising revenues up 10% in 2024
In 2024, global advertising revenues reached $933 billion, an increase of 10% on the previous year, according to Magna's report. This increase is part of a dynamic driven by both the resilience of traditional media and the continued expansion of digital formats. In France, the Paris 2024 Olympic Games had a significant impact, driving an 11.5% increase in advertising revenues to ?20.9 billion.
The dominance of the digital giants
Google, Meta and Amazon now capture 51% of the global advertising market. Excluding China, this proportion rises to 61%. The advertising revenues of the digital giants have seen impressive growth: +11% for Google, +22% for Meta and +21% for Amazon between the first and third quarters of 2024. These results are mainly driven by three segments: Search engine advertising: +12% - Short-form video: +12% - Social media: +18%. This trend illustrates the growing importance of digital platforms in advertisers' strategies, thanks in particular to their ability to precisely target consumers.
Traditional media: an unexpected rebound
Traditional media, despite competition from digital, recorded their best performance in fourteen years, excluding the post-COVID period. Revenues rose by 4% to $274 billion. Among them, television remains a major lever, with total revenues of 3.6 billion euros in France (+7%). Non-linear formats, such as advertising on streaming platforms and connected TV services, recorded a spectacular 35% increase.
At the same time, outdoor advertising benefited from the Olympic momentum. In Paris, massive outdoor advertising campaigns generated overall growth of +12%, with a notable contribution from digital (+27%).
The Paris 2024 Olympics: a catalyst in France
With 59.5 million viewers, or 95% of the French population, the Paris 2024 Olympic Games were the most-watched event of all time in France. This craze boosted advertising revenues, particularly in the food, beverage and sports betting sectors.
Television benefited greatly from this dynamic, but the impact was also felt on other channels, slowing the erosion of traditional audiences. However, some sectors such as fashion, food and real estate stagnated, highlighting disparities in advertising spend.
2025: an expected slowdown
Magna forecasts a more moderate rise in advertising revenues in 2025, with an increase of 6.1% worldwide. In France, advertising revenues are expected to increase by 8%, which is less growth than in 2024 (+11.5%). Traditional media will post limited growth (+2%), while digital formats will continue to grow at double-digit rates (+11%).
The forecasts underline the absence of major events capable of sustaining growth in traditional media, while digital platforms will continue to strengthen their dominance.
Towards a sustainable transformation of the advertising market
Global advertising is undergoing a rapid transformation, driven by technological advances and new uses. While the digital giants are consolidating their supremacy, traditional media are showing their resilience, particularly in the face of exceptional events. The future will depend on the ability of the various players to innovate, adapt to consumer expectations and maintain a balance between diversity and performance.
