The line graph compares the proportion of money spent on advertising through five different types of media in France between 2010 and 2040.
Overall, Internet advertising is expected to experience a dramatic increase over the period and become the dominant form of advertising by 2040. In contrast, expenditure on newspapers, magazines and radio is projected to decline steadily, while television advertising will rise initially before falling slightly towards the end of the period.
In 2010, television and newspapers accounted for the largest shares of advertising expenditure, at approximately 35% each. Television spending then increased significantly to a peak of around 45% in 2020. After this point, however, it is predicted to decline gradually, reaching just under 40% by 2040. By comparison, newspaper advertising followed the opposite trend, decreasing continuously from about 35% in 2010 to roughly 10% at the end of the period.
The most notable change can be seen in Internet advertising. Starting at only around 3% in 2010, the figure rose sharply to approximately 15% in 2020 and is forecast to climb further to nearly 50% by 2040, making it the highest percentage among all media types.
Meanwhile, advertising expenditure on magazines and radio showed moderate declines throughout the period. Magazine spending fell from about 15% to around 7%, whereas radio decreased more gradually from approximately 10% to 5% by 2040.