The value added of advertising and market research in France displayed moderate fluctuations from 2013 to 2023, standing at 9.44 billion Euros in 2023. Despite a significant dip during 2020, growth resumed quickly, peaking at a post-pandemic recovery in 2021 with a 21.32% year-on-year increase. This period was followed by steady but moderate growth rates, averaging a CAGR of 0.7% over the last five years. The forecast suggests continued, albeit slower, growth at an average annual rate of 0.53% up to 2028.

Key future trends to watch for:

Increasing integration of digital transformation in advertising and market research practices.
Rising investment in data analytics to enhance market insights and advertising effectiveness.
Expansion of personalized and targeted advertising driven by advanced technologies and consumer data.