The provided graph illustrates the distribution of advertising expenditure across five media types in France from 2010, with projections reaching 2040.
Overall, the most significant trend is the dramatic rise of Internet advertising, which is expected to become the dominant medium. Conversely, traditional media like Newspapers, Magazines, and Radio show a steady decline, while Television remains prominent despite a projected late-period decrease. 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.