From 2013 to 2018, the turnover of advertising in France decreased significantly, with a sharp decline particularly observed in 2017. Between 2013 and 2018, the Compound Annual Growth Rate (CAGR) was marked by a gradual decrease. In 2019, a notable recovery occurred, showing a positive variation for the first time in a long trend, only to dip again significantly in 2020.
Over the past two years (2022-2023), the advertising turnover slightly fluctuated with a 0.88% increase in 2022 followed by a 1.39% decrease in 2023. In 2023, the value stood at 13.99 Billion Euros. The five-year CAGR up until 2023 was -1.12%, reflecting a gradual decline in the industry.
Looking ahead, the forecasted data from 2024 to 2028 suggests a continuous downward trend, with a projected five-year CAGR of -4.63% up to 2028. The turnover is expected to decrease to 10.47 Billion Euros by 2028, indicating a 21.11% decline over the forecasted period.
Future trends to watch for include the impact of digital transformation and the shifting dynamics toward online and digital advertising platforms. Additionally, the effectiveness and ROI of traditional advertising methods versus new and emerging media will be critical watchpoints.
