According to Kantar Media Institute, the growth of gross investments (excluding negotiations and decreasing) in the media is 1.2% over the period, weighed down by a very bad month of May and by the caution of advertisers. The total investment is around 14 billion euros gross.
"With the elections and the many public holidays, the second quarter has clearly slowed down, down 0.3%, says Corinne in Albon, marketing director of advertising division of Kantar Media France. All sectors have withdrawn in May, directing all media down. But the return to growth in June was allowed to finish the quarter at equilibrium. "
Two media were able to hold their own in the game television, first, that, thanks to the dynamism of the new DTT channels, ended the period up 4.6% to 4.8 billion euros Gross. Radio, then, which has benefited a lot of advertising pressure distributors and manufacturers. The media loop period on a 3.6%, with just over 2 billion euros gross invested. Stations as general music benefited in the second quarter of revenue were, in contrast to all other media, higher than in the beginning of the year. Surprisingly, the display on the Internet (banners and videos) operates in six months at levels below, at 1.9%. "This media is now following market trends as it has integrated media plans of advertisers," says Corinne in Albon, which states that these figures do not include PPC (paid search).
A two-sector divests
For the press, the second value in media after television, the situation tends. Over the half, the advertising investments fell by 1.1% in value and 4.6% by volume of pagination. Magazines, stable in value, are better than newspapers, which are down 4.6%. A cons-performance is partly explained by the substantial withdrawal of banking and insurance sectors and services. The display has also suffered, with gross investment decreased by 7.3% over the period, adversely affected by the divestment of distributors. This is the only media that has lost value every month since January.
Of all media, a sector of advertisers on two reduced its advertising spending. Retailers, automakers and fashion have supported the market, while telecommunications (including Orange and SFR), the food, culture, leisure and bancassurance are cutting investment.
"The European market for online advertising up 14.5%