Advertising in France - statistics & facts

France does not only have good recipes for exquisite cuisine – it also knows how to mix marketing ingredients for successful advertising content and tasty return on investment (ROI) . By the end of 2023, France was the third biggest European ad market and its advertising spending surpassed 17 billion euros. The French advertising sector is on a steady digital path, and a closer look at the investment distribution reveals the market’s specific dynamics.

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 1.3 billion euros in 2023 after outdoor ads saw a steep decline in investments due to worldwide lockdowns in 2020. Two other offline formats in France that continue to persevere are radio and TV. Data shows that both revenues from radio and television ad revenues exceeded pre-pandemic levels.

French online advertising is on a roll

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 2024, digital ad spend in France was forecast to surpass 12 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 four billion euros were devoted to search campaigns in 2023, 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 s this figure, both consumers and social media creators in France have increased their demands towards a more ethical type of social media influencer marketing.

Balancing between digital and offline for the future

With France regulating its influencer market more severely since June 2023, advertisers and marketers need to be careful about their digital commercial collaborations. However, while linear formats are still standing strong, France’s ad spend is expected to hit just the right levels of spice in the advertising stew game.
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 21, 2024

Key insights

Advertising spending in Europe
144.57bn USD
Leading ad channel in France in terms of ad spend
Digital
Total ad spend in France
17.32bn EUR
Get more insights

Editor’s Picks Current statistics on this topic

Digital advertising spending in France from 2019 to 2024 (in billion euros)

Online Advertising

Digital advertising market value in France 2019 to 2024

Advertising spending of traditional media and digital media in France from 2018 to 2023 (in billion euros)

Advertising

Ad spending of traditional & digital media France 2018-2023

Leading media and advertising agencies in France from 1st quarter to 3rd quarter 2023, by new business value (in million U.S. dollars)

Brands & Leaders

Leading media and ad agencies in France Q1-Q3 2023, by new business value

Related topics

Recommended

5

Recommended statistics

Overview

4

Overview

Offline media

5

Offline media

Digital media

8

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
asia.support@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