The data related to the proportion of advertising expenditure allocated to five forms of media in France between 2010 and projections including future spending in 2040, are illustrated in the line graph presented beside.
Overall, television and the internet accounted for the largest shares of advertising spending throughout the period although their trends moved in opposite directions after 2020. Internet advertising rose dramatically and is expected to become the dominant medium by 2040, whereas spending on newspapers, magazines and radio declined steadily.
In 2010, television attracted the highest percentage of advertising expenditure with approximately 35%, followed closely by newspapers with 34%. Magazines and radio represented smaller shares, with 15% and 10% respectively, while the internet accounted for only 3%.
By 2020, television spending had significantly increased to 45%, reaching its peak during the given period. In contrast, newspaper advertising fell down to 25%, while magazine and radio expenditure declined more moderately to around 9% and 6%. Internet advertising, however, experienced a rapid growth, climbing up to 15%.
From 2020 onwards, internet advertising is projected to continue increasing sharply, reaching 35% in 2030 and about 47% by 2040 by overtaking television ads as the leading advertising medium. Meanwhile, television expenditure is forecast to gradually decrease to roughly 37% in 2040. Newspapers are also expected to considerably decline, dropping to 10% by the end of the period. Spending on magazines and radio will remain relatively low, falling to more or less 2% and 4% respectively in 2040.