According to the latest Baromètre unifié du marché publicitaire et de la communication (Bump), net advertising revenues will reach 19.795 billion euros in 2025, up 3.3% on 2024. This growth will be driven primarily by digital, which will increase by 11% over 2025.
However, the year was characterized by an unfavorable base effect. The previous year had benefited from major sporting events, the Euro soccer championships and the Paris Olympic Games, which had strongly stimulated advertising spend.
Against this backdrop, the five historical media (television, cinema, radio, press and outdoor advertising) saw their net revenues fall by 6.5%. Cumulative advertising sales came to 6.971 billion euros.
Strong growth in video and audio formats
Digital revenues generated by TV, press, radio and DOOH reached 1.201 billion euros, an increase of 6.3%.
Some formats posted more marked increases. Audio formats are up 24.5%, while video advertising is up 19.6%.
A highly concentrated advertising market
The advertising market brings together 84âeuros753Â advertisers. A third of them invest in the five traditional media, while digital accounts for 83%.
In total, 70âeuros251Â advertisers are present in digital. However, the market remains highly concentrated: 3% of advertisers alone account for 80% of investments.
Social networks account for 35,565 advertisers. More than half of them, 57%, use just one of the five networks measured (Facebook, Instagram, LinkedIn, TikTok or Snapchat).
Newly measured, Retail Media Search on Amazon (sponsored products that appear in Amazon search results), totals 6âeuros372Â advertisers and ranks 4th in digital leverage.
Contrasting media trends
Advertising time fell sharply in linear TV, down 14.1%, and in radio, down 8.3%. In cinema, the portfolio of advertisers remained stable overall.
Press advertising pagination remains stable.
Outdoor advertising saw a slight increase in the number of advertisers, up 1.1%. The share of advertisers using DOOH now stands at 47%, up from 44% in 2024.
Trade-offs between local media and international platforms
Sector analysis reveals different investment strategies for different sectors.
The consumer goods, automotive and publishing sectors remain more present in French and European media. On the other hand, the IT, education and fashion sectors tend to focus more on international platforms.
These differences can also be found between international advertisers and national brands, which build distinct media mixes.
Communication investments up on 2023
Overall, advertisers' communications investments will reach 35.2 billion euros in 2025. The market is down 1.3% on 2024, but up 3.2% on 2023.
All five media ended the year down 5.9%. Digital grew by 8.2%, while other media were down 5%.
Between 2019 and 2025, the market structure will change significantly. Digital's share of the media mix rises from 20% to 32%, while that of other media declines from 55% to 46%. The five media fall from 25% to 22%.
Moderate growth expected in 2026
Forecasts for 2026 predict communications investments of 35.9 billion euros, representing overall growth of 2%.
The five media would remain virtually stable, with a slight drop of 0.2%. Digital sales are expected to continue to grow, by 7.5%. Other media are expected to decline slightly by 0.8%.
