Translation with SYSTRAN Links

The advertising market in 2012 and prospects for 2013

Publication date: Friday, May 24, 2013

After two years of growth, the advertising market of the audio-visual sector decreased in 2012 and the fall should continue in 2013. Television remains the first media on which the advertisers invest (1).

In 2012, the advertising investments on the great media (2) reached 11.2 billion euros, in fall of 3% compared to 2011, marking the two years end of growth of the advertising market after its fall in 2009.

Year 2013 is announced also difficult, in an economic context characterized in particular, for the first two months, by a reduction in the household consumption (- 0,3% in January compared to January 2012 and -2,9% in February compared to February 2012 according to INSEE). For the whole of the year, the GDP is expected in very low growth.

This very degraded economic conjuncture should lead to a new fall of the expenditure of communication of the advertisers, estimated in 2013 mid-March between -0,4% (Carat) and -1,5% (France Advertizing).

For these purposes of the economic situation is added a structural evolution: the arrival of Internet, at the beginning of the years 2000, appreciably modified the choices of investments of the advertisers. The market share of Internet thus passed from 7% in 2007 to 16% in 2012, mainly to the detriment of the written press, in loss of 8 points of market shares advertising executive over the period.

In 2012, television is essential clearly like the first media on which the advertisers invest (35% of advertising market share), in front of the written press (28%) and Internet (16%).


The advertising revenues of the TV channels decreased by 4,5% in 2012, that is to say 3.337 billion euros compared with 3.496 billion euros in 2011. In detail, the “historical” chains moved back of 6% and the progression of the chains of the DVB clearly slowed down: + 5% in 2012 against + 18% in 2011.

The perimeter of the televisual advertising market knew these last years several lawful evolutions involving an increase in the offer available:
• introduction of the new chains of the DVB in March 2005;
• increase in the average duration of publicity, 6 to 9 minutes for the “historical chains” and from 9 to 12 minutes for the chains of the cable and the satellite like for new chains DVB, at the end of December 2008;
• authorization of one second cut of cinematographic works and audio-visual for the private channels in March 2009;
• arrival of six new free channels on the DVB in December 2012.

These evolutions, combined with the total contraction of the budgets of the advertisers and with the increasing competition of Internet, contributed to decrease strongly the median value of advertising spaces on television.

For 2013, the market expects a strong reduction in the expenditure of the advertisers in television. According to the last forecasts of Omnicom Media Group (3), it could reach -6,5%, that is to say a total fall of 11% between 2011 and 2013.


The advertising revenues of the radio reached 739 million euros in 2012, against 748 million euros in 2011, that is to say a fall of 1,2%. In detail, the advertising revenues national (575 million euros in 2012) decreased by 1,1% compared to 2011, and the local advertising revenues and of Ile-de-France, by an amount of 164 million euros in 2012, dropped by 1,5% compared to 2011.
Support privileged by the advertisers in times of crisis for its qualities of creation of traffic towards the retail outlets and the low costs of its advertising spaces, the radio would have, according to the experts of the sector, to preserve a relative stability in 2013.


The advertising revenues on Internet (4) reached 1.787 billion euros in 2012, that is to say a rise of 6,2% compared to 2011 policy-holder by the growth of the two activities: “classical” advertising spaces (+ 5% compared to 2011) and “paying referencing” (+ 7% compared to 2011).

Within the “classical” activity, the dynamism of the video advertising formats (+ 50% between 2011 and 2012, for a total of 90 million euros in 2012) was mainly assured by the strong progression the advertising activity on the television of correction. The latter constitutes a genuine growth relay for the editors of television services, which have the control of it. The released full amount remains however insufficient at this stage to compensate for the fall with which the televisual advertising market is confronted.


(1) Data France Advertizing: clear expenditure of the advertisers including the purchases of advertising spaces invoicees, the commissions and fees of the agencies, as well as the technical expenses and of manufacturing.
Data IREP: advertising revenues after handing-over, discount and trade negotiations.
(2) Advertising market plurimédias: television, press, posting, Internet, radio, cinema.
(3) Estimate of April 16th, 2013.
(4) The IREP measures classical the activity known as display (banners, videos) and paying referencing (search).


Download below this file with explanatory diagrams.