The general advertising revenue tumbling observed in 2020 is no longer a bad memory for most sectors, indicates the unified barometer of the advertising market. The 2019 levels, however, will not be caught up before at least one year.
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How are you, the communication market? Remarkably better than in 2020, but still significantly less well than in 2019, indicates the unified barometer of the advertising market (BUMP), unveiled Tuesday, November 9.
bringing together the data from the Kantar Institute, the Institute for Research and Advertising Studies (IREP) and France Pub, the BUMP indicates that net advertising revenue of all media have risen to 10 , 3 billion euros over the first nine months of the year, an increase of 17.6% compared to the same period of 2020, and 5.1% compared to the preliminary crisis related to COVID -19.
From the projections, the communication market (media advertising, posting, digital communication …) is expected to finish 2021 to 31 billion euros, up 17% over one year, but again withdrawal from 8.3% compared to the pre-Covid period. “Nearly two-thirds of the losses recorded in 2020 will be erased”, consider the authors of the barometer. The catch-up trend is such that it suggests a bright future in the short term. “It had taken eight years, after 2008, to erase the traces of the financial crisis, recalls Xavier Guillon, General Manager of France Pub. This time, the levels of the prevailing the sanitary crisis could be found in two years, two years and Half. “
TV in majesty
“The third quarter was an opportunity for an acceleration of the recovery” observed at the end of the year 2020, “said Christine Robert, the delegated director of the IREP, coautrice of the study that mixes the Data on advertising pressure, net spending on advertisers and advertising revenue recorded by the Régies.
On the media podium that has benefited the most of the advertising recovery since January, television throne in majesty: with 2.4 billion revenue, it does better than the first nine months of the year 2020 (+ + 24.3%), but also better than over the same period of 2019 (+ 2.6%).
Digital media recipes (paid referencing, displays, social networks …) also show an Olympic form: at 5.3 billion euros, they can avail an increase of 18.3% on One year and 26.3% compared to 2019.
Outdoor advertising and cinema still waiting for the embelltie
With regard to radio, the advertising market is up 13.1% from 2020, at 380 million euros, and almost found its 2019 level (- 1.3%). “It’s a media that has kept its value,” says Christine Robert. “There is a little fewer advertisers, but they announce more often and for longer spots,” says Golden Florence, Kantar’s Marketing Director. On the press side, at 974 million advertising revenues, the increase is 15.1% over one year, but revenue remains up to 11.6% compared to 2019.
Failure to have returned with a normal activity early in the year, two sectors still wait for the beauty: outdoor advertising (posting, transport, shopping …) and cinema. With only 14 million euros since January, obscure rooms have a lower level of revenue of 76.4% compared to 2019. “They were only 3 million euros in late June, says Christine Robert. The cinema has a strong rebound capacity. “
Overall optimism for the entire advertising market. “In 2020, we had jumped back of twenty years. A year later, we found the values of the 2010 market”, summarizes Xavier Guillon.