France: TV ad spend down 2% in Q1

Pascale Paoli Lebailly

TV ad spend in France over the first three months of 2009 has registered a 2% decrease compared to the same period of 2008 according to research institute Yacast. Historical networks’ ad revenues thus fell 12% over one year to €1.047bn while DTT channels’ revenues went up 71%.

TF1’s revenue dropped 17% over one year (€609m), M6 5% (€300m) but Canal+, whose ratings are excellent among the higher social classes, gained 26% (€42m). DTT channel winners included TMC with 81% growth, 104% for NRJ 12 and 53% for W9.

Free DTT channels now account for 18.2% of the total TV ad spend revenues compared to 10.5% for cabsat channels and 74% for the historical networks.

Besides the fact, that the public service broadcasting ad ban after 8pm has not benefited the historical networks but instead Canal+ and DTT channels, the number of active advertisers has decreased by 8.5% while active brands are down 11.6%.