Advertising also had its share of Olympic gold. Net advertising revenues for media in France amounted to 8.4 billion euros in the first half of 2024, an increase of +9.3% compared to the same period last year and +25.6% compared to the first six months of 2019, according to the Unified Advertising Market Barometer (BUMP), implemented by Irep, Kantar and France Pub and unveiled on Tuesday, September 10.
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This acceleration is due to the holding of major sporting events, in particular the Olympic and Paralympic Games in Paris. Television took full advantage of these, particularly with live broadcasts. These generated a total of €130.8 million in gross revenue, compared to €17.3 million for Tokyo 2020.
First, it was the Euro football tournament, which, from June 14 to July 14, was the first sporting goldmine of 2024. The competition generated 145.9 million in gross advertising revenue, i.e. + 38% compared to Euro 2020. But it was the Olympic Games that really accelerated the market. The sponsoring brands of Paris 2024, overall increased their communication by 9% during the period studied. Among them, distribution giants such as Carrefour, partner of the Olympic Games or Aldi, posted double-digit growth of + 19% and + 18% in their advertising presence in France.
Sponsors premium
The IOC’s three global partners (P&G, Toyota, Alibaba) also overinvested, generating a growth of +19% in their French advertising presence. French premium sponsors also benefited from the event with brands such as FDJ and Danone announcing an increase in this presence, respectively of 28 and 55%. “Beyond the semester, all these sponsors and many other advertisers continued to invest throughout the summer with significant figures”the authors of the report emphasize.
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First, digital has benefited from this sporting break. Cumulative digital net revenues for all media amount to 466 million euros, an increase of 22% compared to 2023. Overall, the five traditional channels (television, cinema, radio, press and billboards) are growing by +6.1%, with 3.2 billion euros in revenues. Conversely, some areas are down: the press with -1% compared to the first half of 2023 or direct mail down by -4.9%.
Beyond advertising alone, the overall communications market is up +6.5% from January to June and, according to France Pub forecasts, it should reach 35.9 billion euros in 2024, an increase of +5.3% compared to 2023.
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