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Total media ad spending will contract slightly in France this year, falling by 0.1% after a 1.1% decrease in 2014, according to eMarketer’s latest estimates of ad spending around the world.
Digital is a rare bright spot in the picture. Ad spending on digital placements will rise 6.0%, and spending on mobile ads specifically will increase 10 times faster than that. Outdoor and TV advertising will also rise, but by less than 1% each.
eMarketer expects a return to growth next year for the French ad market as a whole, though print and radio will continue declining through at least 2018.
France’s total media ad market is performing significantly worse than the worldwide average, which is set to rise 5.7% this year, led by double-digit growth in Argentina, Indonesia and China. Only three ad markets will contract at faster rates than France’s this year: Chile, Norway and Finland. But France will maintain its position as the seventh-largest ad market in the world and the third-largest in Western Europe through 2016. In 2017, Indonesia will surge ahead, leaving France in eighth place for the remainder of eMarketer’s forecast period.
Digital ad spending is still growing in France, but the 6.0% rate for this year actually puts the country at the bottom of the pack worldwide, tied with Germany and 12 points behind the worldwide average growth rate of 18.0%. France has the third-largest digital ad market in Western Europe, behind the UK and Germany.
Two-fifths of digital ad spending this year will go toward search, which is also the fastest-growing format in France. Search will gain share throughout the forecast period as it continues to grow more quickly than total digital ad spending.
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