Market Insights Advertising & Media Advertising

TV & Video Advertising - France

France

Ad spending in the TV & Video Advertising market in France is forecasted to reach US$6.13bn in 2024.
The largest market within this industry is Traditional TV Advertising, with a market volume of US$3.72bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is estimated to be US$70.71 in 2024.
By 2029, the number of TV Viewers in France is anticipated to reach 53.05m users.
In France, the TV & Video Advertising market is seeing a shift towards programmatic buying to enhance targeting and efficiency.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in France is experiencing significant growth and development.

Customer preferences: Customers in France are increasingly turning to TV and video advertising as a way to engage with brands and products. With the rise of digital platforms and streaming services, consumers have more options than ever before for accessing content. This has led to a shift in customer preferences towards on-demand and personalized content, which in turn has created new opportunities for advertisers to reach their target audiences through TV and video advertising.

Trends in the market: One of the key trends in the TV & Video Advertising market in France is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach has proven to be highly effective in reaching consumers and driving engagement. As a result, more and more advertisers are investing in programmatic advertising to optimize their campaigns and maximize their return on investment. Another trend in the market is the growing popularity of connected TV advertising. Connected TVs are becoming increasingly common in households across France, providing viewers with access to a wide range of streaming services and online content. Advertisers are recognizing the potential of connected TV advertising to reach a captive audience and are leveraging this platform to deliver targeted and interactive ads. This trend is expected to continue as the adoption of connected TVs continues to rise.

Local special circumstances: France has a strong tradition of creativity and innovation in the advertising industry. French advertisers are known for their ability to create compelling and engaging advertisements that resonate with consumers. This creative approach to advertising has helped to drive the growth of the TV & Video Advertising market in France, as advertisers continue to push the boundaries and experiment with new formats and techniques.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in France can also be attributed to favorable macroeconomic factors. The French economy has been steadily recovering from the global financial crisis, with increasing consumer confidence and spending. This has created a favorable environment for advertisers, as consumers are more willing to engage with brands and make purchasing decisions. Additionally, the French government has implemented policies to support the growth of the digital economy, which has further fueled the development of the TV & Video Advertising market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.