Gross investment in the advertising and market research sector in France showed significant fluctuation between 2013 and 2023, characterized by periods of pronounced growth and sharp declines. Notably, substantial increases were observed in 2014, 2018, and 2019. However, 2020 marked a significant downturn due to the macroeconomic impacts, with a drastic reduction in investments. Recovery followed in the subsequent years with progressive growth leading to a value of €1,010 million in 2023.
The year-on-year variation for 2022 was 41.56%, and for 2023 it stood at 22.82%. The compound annual growth rate (CAGR) between 2018-2023 was roughly 4.85%. Moving forward to 2028, a forecasted CAGR is approximately 3.19%, indicating steady, albeit slower, growth.
Future trends to watch include the impact of digital transformation, changes in consumer behavior post-pandemic, investment in innovative advertising technologies, and the increasing importance of data-driven market research to guide strategic decisions.
