In a tense economic climate, French brands are opting for restraint. According to the 2026 media budget survey conducted by the World Federation of Advertisers (WFA), Union des Marques and Ebiquity, more than half of French advertisers are planning to reduce their advertising spend over the coming year. This choice runs counter to the global dynamic, where most markets are trending upwards.
The survey was carried out among marketing professionals in 17 countries, between September 8 and October 8, 2025. It reveals a contrasted landscape between measured optimism in international markets (only 20% of all respondents anticipate a drop in budgets) and marked caution in France.
Redefining investment strategies
Buoyed by political uncertainty and a worsening economic outlook, French brands seem to be reassessing their priorities. Thus, 29% of French respondents say they want to increase the proportion allocated to brand building in their media mix (versus 31% for respondents from all countries). Conversely, only 19% want to increase investment in pure performance devices (versus 29% for respondents in all countries).
The analysis suggests a refocusing of strategies around the notion of impact sustainability. Short-term investments are little strengthened, giving way to approaches geared towards image and overall coherence.
Creation and media: towards greater integration
Another striking trend is the growing integration between creative teams and media departments. This is cited by 70% of French respondents as a priority lever for 2026. The aim is to increase agility in campaign execution, while guaranteeing greater relevance in the messages delivered.
This smoother orchestration meets a need for responsiveness in a market where budgetary trade-offs are becoming tighter, but also more demanding.
AI still underdeveloped in France
Despite all the talk of digital transformation, the adoption of artificial intelligence by French advertisers remains below the global average (for example, in campaign reviews, it is used by 13% in France, compared with 25% across the survey). Nevertheless, AI is still identified as a strategic lever, particularly for KPI monitoring (30% in France and 29% for all respondents) and media optimization (35% in France and 50% in France).
Figures in line with observed trends
This trend towards a contraction in media investment in France echoes that of the United States latest figures published by the Unified Advertising Market Barometer (Bump) which forecast a 6.6% decline in advertising revenues for the five historical media over the first three quarters of 2025.
French brands' 2026 priorities
Against this backdrop of shrinking budgets, advertisers are asserting their determination to maintain their growth targets, while seeking to measure the impact of these restrictions over the long term. The optimization of audiovisual campaigns via Total TV âeuros including linear and streaming âeuros and the implementation of cross-media measures are also among the major areas of focus for the coming months.
"Faced with political and economic uncertainties, French advertisers are showing great caution. (...) Nevertheless, in 2026, they will be looking to transform constraints into drivers of innovation: AI, creative-media synergy and performance-based remuneration for agencies become key to combining agility and relevance." notes Didier Beauclair, Director of Efficiency, Media and Agency Relations at Union des marques.
