French Advertising Down 4.3% In July
French advertising across the major media declined by 4.3% during July, according to analysis of the latest data from Secodip by ABN Amro. This is well below the broker’s forecast of a 1.2% fall.
TV performed better than expected with a drop of 3.3%, whilst press and radio’s performances were poorer than anticipated with declines of 4.2% and 7.7% respectively. Further downgrades for the quarter three figures may be on the cards.
| French advertising growth in July | |||||
| July Actual | July Forecast | Difference (% points) | Q2F | Q3F | |
| Press | -4.2 | 0.4 | -4.6 | -4.6 | -1.3 |
| Radio | -7.7 | 2.1 | -9.8 | -2.8 | -0.7 |
| Television | -3.3 | -4.8 | 1.5 | -4.4 | -2.6 |
| Total major media | -4.3 | -1.2 | -3.1 | -4.3 | -1.7 |
| Source: Secodip, ABN Amro estimates | |||||
By way of rough comparison with the UK’s performance, Q1 figures from the Advertising Association show that TV was down 2.3%; radio gained 1.0%; newspapers grew 8.7% and magazines 9.2% (see Forecasts). This Q1 UK performance was significantly ahead of that experienced in the States.