Advertising in France - statistics & facts

The French advertising industry is continuously evolving to meet the demands and expectations of its audience. This commitment was undoubtedly put to the test when the coronavirus (COVID-19) pandemic strained advertising budgets and reshuffled consumer behavior. After a significant dip in annual expenditures, advertising spending in France managed to bounce back with full force and surpassed 16 billion euros at the end of 2022. The French advertising sector is on a steady digital path, and a closer look at the distribution of advertising spending reveals that digital platforms have recently overtaken linear equivalents.

Withstanding the test of time: offline advertising

France has pioneered various offline advertising platforms and practices. Some of the most impactful innovations include Jean-Claude Decaux's advances in out-of-home (OOH) advertising in the early 1960s. Roughly six decades later, OOH ad revenue in France amounted to 1.2 billion euros in 2022 after outdoor ads saw a steep decline in investments due to nationwide lockdowns in year 2020. Other linear advertising platforms such as print and cinema also suffered significant spending cuts as consequence of the COVID-19 pandemic, accelerating a downward trend in demand that had been unfolding for several years already. Two offline formats that continue to withstand the digital shift of the advertising industry are radio and TV. Data shows that revenues from radio ads had been steadily increasing, reaching almost the same levels as before the crisis. Interestingly, TV advertising revenue in France even exceeded pre-pandemic numbers in 2021, while the latest data from 2022 also suggests that advertisers are not looking to abandon the old-school format just yet.

Online advertising is on a roll

The French advertising landscape is in the midst of a digital transformation. With the number of internet users and the demand for online media content at an all-time high, marketers are leveraging the internet's vast potential and reallocating funds away from offline channels. In 2023, digital ad spend in France was forecast for over 11 billion euros , placing the country among the largest digital ad markets worldwide. When looking at data on the distribution of digital ad spend in France, it is revealed that search advertising remains the top format towards which professionals were flocking, followed by social and display. Roughly five billion euros were devoted to search campaigns in 2022, representing more than 44 percent of total digital expenditures. Meanwhile, spending on social media ad campaigns reached almost three billion euros. While the vast popularity of Facebook, Instagram, and TikTok explain this figure, the sum might still come as a surprise considering that French survey respondents also voted social media the least trustworthy advertising medium a year earlier.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Valentina Dencheva, Mar 27, 2023

Key insights

Advertising spending in Europe
139.35bn USD
Leading advertiser in France
E.Leclerc
Total ad spend in France
16.74bn EUR
Get more insights

Editor’s Picks Current statistics on this topic

Digital advertising spending in France from 2019 to 2023 (in billion euros)

Online Advertising

Digital advertising market value in France 2019 to 2023

Leading advertisers in France in 2020, by advertising spending (in million euros)

Advertising

Highest spending advertisers in France 2020

Advertising spending of traditional media and digital media in France from 2018 to 2022 (in billion euros)

Advertising

Ad spending of traditional & digital media France 2018-2022

Related topics

Recommended

5

Recommended statistics

Overview

6

Overview

Offline media

5

Offline media

Digital media

9

Digital media

Advertisers and agencies

5

Advertisers and agencies

Consumer perspective

3

Consumer perspective

Further reportsGet the best reports to understand your industry

Advertising in the United States
Advertising in the United States
Advertising in Germany
Advertising in Germany
Digital advertising in Europe
Digital advertising in Europe
Advertising in Spain
Advertising in Spain
Advertising and market research companies in Italy
Advertising and market research companies in Italy

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
support.japan@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)
Email
latam@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu