WARC, 18 March 2014
PARIS: Net advertising revenues in France continued to fall
in 2013 with the industry declining at 3.6% and only the mobile and internet
sectors showing any growth.
Latest figures from IREP – L'Institut de Recherches et
d'Etudes Publicitaires – indicated that the market was worth €13.3bn. Over the
past two years it said around €1bn in advertising revenues had been lost and
the market was, in current terms, worth the same as it had been in 2004.
Mobile was one of the few bright spots in an otherwise
gloomy picture. Mobile display advertising was up 55%, growing almost twice as
fast as in 2012 when it increased 29%, but this was from a very low base.
Internet advertising carried on growing, albeit it at a
significantly slower pace of just 3.1%, a 4.7% rise in search being offset by a
-1.0% dip in display.
IREP also drew attention to one particular part of the
outdoor market, where the transit segment had registered a 2.5% increase.
For the rest, near equilibrium was as good as it got:
outdoor furniture had remained more or less steady with a -0.1% dip, while
radio saw a -0.4% decrease.
Television (-3.5%), newspapers and magazines (-8.4%),
outdoor (-1.7%) and cinema (-13.3%) all carried on the declines seen in 2012.
Directories (-5.8%) and direct mail (-7.5%) also fell.
Looking back over a five year period, advertising revenues
for traditional media were generally underperforming economic growth, said the
IREP, but it argued that there were wider factors than the economy to account
for these poor figures.
A number of influential events had altered people's media
behaviour and advertising investments during the course of the past decade,
including the arrival of TNT, the national digital terrestrial television
service, the launch of video sharing platforms and social networking sites and
the introduction of smartphones and tablets.
For the immediate future, IREP expected that the market
would stabilise with the first half of 2014 remaining at the same level as the
final quarter of 2013. Looking further ahead the second half could bring some
growth, helped by events such as the FIFA World Cup and Brazil and the
possibility of growing economic confidence.
Data sourced from IREP; additional content by Warc staff
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