Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - France

France

Ad spending in the Traditional TV Advertising market in France is forecasted to reach US$3.72bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -0.38%, leading to a projected market volume of US$3.65bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in France is estimated to be US$72.34 in 2024.
The number of users in the Traditional TV Advertising market in France is expected to reach 52.0m users by 2029.
In France, the Traditional TV Advertising market is seeing a shift towards digital platforms for better targeting and measurement of ad performance.

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

Definition:
Traditional TV Advertising refers to 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). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

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

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Analyst Opinion

The Traditional TV Advertising market in France has been experiencing significant growth in recent years, driven by changing customer preferences and the local special circumstances of the market.

Customer preferences: French consumers have traditionally been avid viewers of television, with a strong preference for watching live broadcasts. This has made traditional TV advertising a highly effective way for advertisers to reach their target audience. However, in recent years, there has been a shift in customer preferences towards digital platforms, with more consumers opting to watch TV shows and movies online. This has led to a decline in the viewership of traditional TV channels and a corresponding decrease in the effectiveness of traditional TV advertising.

Trends in the market: Despite the shift towards digital platforms, traditional TV advertising still remains a dominant force in the French market. Advertisers continue to invest heavily in TV advertising, recognizing the reach and impact it can have on consumers. However, there has been a shift in the way TV advertising is being executed, with advertisers increasingly adopting targeted and personalized approaches. This allows them to reach specific segments of the population with tailored messages, increasing the effectiveness of their campaigns. Additionally, there has been a rise in the use of data and analytics in TV advertising, enabling advertisers to better understand their audience and optimize their campaigns for maximum impact.

Local special circumstances: France has a unique broadcasting landscape, with a strong emphasis on public service broadcasting. This has resulted in a diverse range of TV channels, catering to different interests and demographics. Advertisers can leverage this diversity to reach specific target audiences, ensuring that their messages are seen by the right people. Additionally, the French government imposes strict regulations on TV advertising, limiting the amount of commercial time allowed per hour. This has created a competitive environment where advertisers need to make every second count, leading to more creative and engaging TV ads.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in France can also be attributed to underlying macroeconomic factors. The French economy has been relatively stable in recent years, with steady GDP growth and low unemployment rates. This has resulted in increased consumer spending power, allowing advertisers to invest more in TV advertising. Additionally, France is a popular destination for international tourists, attracting millions of visitors each year. This presents an opportunity for advertisers to reach a global audience through TV advertising, further driving the growth of the market. In conclusion, the Traditional TV Advertising market in France is developing in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. While there has been a shift towards digital platforms, traditional TV advertising remains a dominant force in the market. Advertisers are adapting to this changing landscape by adopting targeted and personalized approaches, as well as leveraging the unique broadcasting landscape and strict regulations in France. The underlying macroeconomic factors of a stable economy and a large number of international tourists further contribute to the growth of the market.

Methodology

Data coverage:

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

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, and survey results from our primary research (e.g., Consumer Insights Global Survey) 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, number of households with television, and 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.