The line graph illustrates the proportion of advertising expenditure allocated to five different media categories in France from 2010, alongside projections up to 2040.
Overall, the advertising landscape in France experiences a dramatic shift. Digital and television advertisements are clearly favored, with Internet spending projected to become the market leader. Conversely, traditional print media and radio show a continuous decline throughout the entire period.
In 2010, Television and Newspapers dominated French advertising, accounting for 36% and 34% of total spending, respectively. Over the following decade, television investment peaked at 45% in 2020 before beginning a gradual decline, which is expected to continue down to 37% by 2040. In stark contrast, the budget for newspapers fell steadily over the years and is predicted to dwindle to just 10% by the end of the period.
Meanwhile, the Internet started as the least popular medium in 2010, attracting a mere 3% of advertising funds. However, digital ad spending experienced exponential growth, overtaking print media by 2015 and television by around 2035. By 2040, Internet advertising is forecasted to reach a peak of 47%. The remaining categories, Magazines and Radio, both began at lower figures (15% and 10% respectively) and are projected to diminish to negligible levels of 2% and 4% by 2040.