slowed growth in the first half of 2023

France Pub, IREP and Kantar Media published, this Tuesday, September 12, the unified barometer of the advertising market (BUMP) for the first half of 2023. In their study, the three advertising players are interested in advertisers’ investments for all means of communication available on the market (France Pub), in the net advertising revenues of advertising agencies (IREP ) as well as advertising volumes for all media (Kantar Media). Here are the lessons from the barometer.

The digital advertising market still growing

In one year, the digital advertising market in France has grown by 5.5% (see featured image). In total, it generated 4.4 billion euros, distributed as follows:

• Search: 2 billion euros (+7.7% compared to H1 2022)
• Social : 1.12 billion euros (+3%)
• Display: 826 million euros (+1.6%)
• Other levers: 455 million euros (+9.6%)

If digital advertising is doing rather well – the advertising market for all media combined has only increased by 0.2% – its growth is still slowing down: between the first half of 2021 and the first half of 2022, revenues had increased by 19%.

Digital media boosted by audio and video

Digital media (TV, Radio, Press)* is notably experiencing slight growth (+3.2% in one year), with advertising revenue standing at 275 million euros, compared to 270 million in H1 2022. This increase is partly due to audio and video formats, which are particularly dynamic. If it is video that generates the most revenue (129 million euros, an increase of 13.6% compared to H1 2022), it is audio that records the best growth. In one year, this format saw a 28.2% increase in advertising revenue for a total of 16 million euros.

The evolution of digital media over 4 years is even more marked: +46.6% in advertising revenue compared to H1 2019. Conversely, most advertisements in traditional format experienced significant drops in revenue over this same period: -28.7% for advertising mail, -22.8% for cinema (which however saw an increase of 20.9% this last year), -17% for the press, -7% for television.

* Digital media corresponds to the extension of the media brand in digital, all formats and all marketing grouped together.