法国电视广告行业市场前景及投资研究报告-培训课件外文版2024.6电视购物芒果传媒

INDUSTRIES

&

MARKETSTVadvertisinginFranceCHAPTER

01OverviewRevenueintheTV&videoadvertisingsegmentoftheadvertisingmarketFrancefrom2019to2029(inbillionU.S.dollars)RevenueintheTV&videoadvertisingsegmentFrance2019-2029876543210201920202021202220232024202520262027202820293Description:Theadspendinginthe'TV&VideoAdvertising'segmentoftheadvertisingmarketinFrancewasforecasttocontinuouslyincreasebetween2024and2029byintotal0.6billionU.S.dollars(+9.8percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach6.7billionU.S.dollarsandthereforeanewpeakin2029.ReadmoreNote(s):France;2019to2029Source(s):MarketInsightsTelevisionadvertisingrevenueinFrancefrom2017to2023(inmillioneuros)TelevisionadvertisingrevenuesinFrance2017-20234,0003,5493,4853,4253,4033,3823,5003,0002,5002,0001,5001,0005003,3503,026020172018201920202021202220234Description:Televisionadvertisingrevenueremainedrelativelystablefrom2017to2019inFrancewithatotalofaround3.4billioneuros.Afterthedipin2020causedbytheoutbreakofthecoronavirus,TVadrevenuegrewtonearly3.5billioneurosin2022,onlytodropdownwiththreepercenttounder3.4billioneurosin2023.ReadmoreNote(s):France;2017to2023Source(s):FrancePub;IREP;KantarRevenueintheTV&VideoAdvertisingmarketfordifferentsegmentsFrancefrom2019to2029(inmillionU.S.dollars)RevenueintheTV&VideoAdvertisingmarketFrance2019-2029TraditionalTVAdvertisingDigitalVideoAdvertising4,5004,0003,5003,0002,5002,0001,5001,0005003,927.53,728.133,717.353,704.813,693.943,691.093,677.373,663.663,649.943,051.683,591.523,384.852,927.512,803.352,679.182,552.52,407.252,240.242,050.491,925.341,611.681,265.180201920202021202220232024202520262027202820295Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodfortheadspending.OnlyinthesegmentDigitalVideoAdvertising,asignificantincreasecanbeobservedovertheforecastperiod.Inthissegment,theindicatorexhibitsadifferenceof1.8billionU.S.dollarsbetween2019and2029.ReadmoreNote(s):FranceSource(s):MarketInsightsDistributionofTVadvertisingexpenditureinFrancefrom2014to2027,bytypeofTVTVadexpenditureinFrance2014-2027,bytypeTraditionalTV4.5%BVOD/ConnectedTV120%100%80%60%40%20%0%2.5%3%3.5%4%4.1%4.8%5.6%8%10%90%12%88%13%87%15%17%97.5%97%96.5%96%95.9%95.5%95.2%94.4%92%85%83%201420152016201720182019202020212022*2023*2024*2025*2026*2027*6Description:In2023,theshareofBVOD/connectedTVadvertisingspendinFranceisprojectedtoreach10percentofthetotalTVadspendshares.In2022,traditionalTVadspendsharessummedupto92percentofthetotal.

ReadmoreNote(s):France;2014

to2021;*ForecastReadmoreSource(s):GroupMNumberofadvertisersonselectedtelevisionplatformsinFrancein2023NumberofadvertisersonselectedtelevisionplatformsinFrance20233,0002,6912,5001,9522,0001,5001,0005000LinearTVIPTV7Description:In2023,inFrance,therewere1,952advertisersonInternetProtocolTelevision(IPTV).Meanwhile,therewere2,691linearTVadvertisers.TheTVadvertisingrevenueinFrancereached3.38billioneurosinthesameyear.

ReadmoreNote(s):France;2023Source(s):FrancePub;IREP;KantarTVadvertisinginflationrateinselectedcountriesinEuropein2023TVadvertisinginflationrateinEurope2023,bycountryAverageinflationrate0%5%10%15%20%25%NetherlandsSwedenGermanyAustria20.2%14%13.4%13.1%12.3%11.8%11.3%RomaniaBelgiumUnitedKingdomPoland10.4%10.3%NorwayIreland9.8%France8%DenmarkSpain7.3%6.2%5.9%Italy8Description:TheTVmarketforecastdatashowsthattheaverageinflationrateintheNetherlandswillbethehighestamongthemeasuredEuropeancountries,atover20percentin2023.SwedenisexpectedtoseetheTVadvertisinginflationratetoreach14percentthatyearwhileGermanywillroundthetopthree,withandinflationrateof13.4percent.ReadmoreNote(s):Europe;asofMay2023;forecastSource(s):WorldFederationofAdvertisersCHAPTER

02MarketleadersDistributionofadvertisingrevenuegeneratedbyfreetelevisionchannelsinFrancein2021,bygroupAdvertisingrevenueshareofpublicTVchannelsinFrance2021,bygroup60%48%50%40%30%20%10%0%29%12%5%5%2%1%TF1groupM6groupFranceTélévisionsGCPNXTNRJgroupL'Equipegroup10Description:In2021,TF1groupoffreeTVchannelsinFranceaccountedforthelargestadrevenuemarketshareinthecountry,at48percent.Atthesametime,M6groupofchannelsrankedsecond,holding29percentofadrevenues.

ReadmoreNote(s):France;2021Source(s):Arcom;ConsumerScience&AnalyticsGrossTVadvertisingrevenuesoftheTF1groupinFrancefrom2020to2022(inbillioneuros)AnnualTVadvertisingrevenueofTF1inFrance2020-20221.61.441.431.41.251.21.00.80.60.40.20.020202021202211Description:In2022,thegrossTVadvertisingrevenuesoftheTF1groupinFranceamountedtoaround1.43billioneuros.Thetelevisiongroupoffreechannels,whichincludesTF1,TMC,TFX,TF1SériesFilms,LCI,heldthelargestpartofthemarketinthecountry,with48percentoftotaladspendsharesinthesameyear.ReadmoreNote(s):France;2020to2022Source(s):ArcomAdvertisingrevenueoftheFranceTélévisionsgroupin2020and2022(inmillioneuros)AdrevenueofFranceTélévisionsinFrance2020-2022400336.733635030025020015010050324.7020202021202212Description:In2022,thegrossadvertisingrevenuesoftheFranceTélévisionsgroupinFranceamountedto336millioneuros.ThetelevisiongroupincludesF2,F3,F4,F5,FOandFinfoandisFrance'spublicTVbroadcaster.

ReadmoreNote(s):France;2020and2022Source(s):ArcomGrossadvertisingrevenueoftheM6groupinFrancein2020and2022(inmillioneuros)AdvertisingrevenueofM6inFrance2020-20221,000900866.7813.3800736.8700600500400300200100020202021202213Description:In2022,grossadvertisingrevenuesoftheM6groupinFranceamountedtoaround813millioneuros.Thetelevisiongroupoffreechannels,whichincludesM6,W9,6terandGulli,camesecondintermsofadvertisingrevenuemarketsharesinthecountry,with27percentoftotaladspendsharesinthesameyear.ReadmoreNote(s):France;2020and2022Source(s):ArcomAudiencedistributionamongtheleadingtelevisionchannelsinFrancein2022AudienceshareoftheleadingTVchannelsinFrance2022Audienceshare8%

10%0%2%4%6%12%14%16%18%20%TF1France2France3M618.7%14.8%9.4%8.4%France5TMC3.6%3.3%3%ArteBFMTVC82.9%2.8%W9CNewsRMC2.3%2.1%1.9%1.9%RMCDécouverte14Description:Asof2022,theprivatenationalTVchannelcalledTF1wastheleadingtelevisionchannelinFrancewithamarketshareof18.7percent.ItwasfollowedbyFrance2,thefirstpublicnationalTVchannel,whosemarketshareamountedto14.8percentthatyear.In2020,TF1'srevenueexceededtwobillioneuros.ReadmoreNote(s):France;2022Source(s):Médiamétrie;Puremédias()CHAPTER

03DigitalvideoDigitalvideoadvertisingspendinginFrancefrom2011to2023(inmillioneuros)DigitalvideoadspendinFrance2011-20231,000900800700600500400300200911847823729577541474417309230136102671000201120122013201420152016201720182019202020212022202316Description:In2023,digitalvideoadvertisingexpenditureinFrancestoodat911millioneuros-outofwhich90percentbelongedtoinstreamvideoandtheremainingtentooutstreamvideo.ReadmoreNote(s):France;2011to2023Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMExpectedbudgetallocationsforstreamingplatformsaccordingtomarketingprofessionalsfromagenciesandadvertisersinFranceasofSeptember2023ExpectedbudgetreallocationsforstreamingplatformsinFrance2023AdvertisersAgencies35%30%25%20%15%10%5%30%23%22%22%20%18%16%10%9%8%8%7%5%3%0%Yes,usingonlinevideobudgetYes,usingTVbudgetYes,usingsocialbudgetYes,usingdigitaldisplaybudgetYes,usingtraditional

Yes,throughnewNo,we'realreadymediabudgets(e.g.

additionalbudgets

spendingenoughonout-of-home,radio,print)theseplatforms17Description:AsofSeptember2023,accordingtoasurveyamongEuropeanmarketers,30percentofFrenchprofessionalsfromagencieswereplanningoninvestingmorebudgetintostreamingplatformsfromtheirOnlinevideobudgets.Another22percentofFrenchadvertiserswereplanningonallocatingmoremoneyintoAVOD,SVOD,FAST,andhybridstreamingplatformsusingtheirTVbudgets.ReadmoreNote(s):France;AugustandSeptember2023Source(s):AudienceXpress;CoLabMediaConsultingMainreasonswhymarketingbudgetforstreamingplatformswouldincreaseaccordingtomarketingprofessionalsfromagenciesandadvertisersinFranceasofSeptember2023MainmarketingbudgetdriversforstreamingplatformsinFrance2023Advertisers60%Agencies70%60%50%40%30%20%10%0%60%56%56%56%54%50%46%44%42%40%34%ConfidencethatAdvance

Opportunityto(better)

Opportunitiestoextend

BecauseIcanpurchaseit

Theadvancedtargeting

BecauseitisproventoTVisabrandsafeenvironmentandlowonadfraudmanagefrequencyof

thereachoftraditionalTV

inonesingletransactiontechniquesonofferdrivehigheradeffectivenessexposuretomyTVcampaigncampaignswithastandardlinearTV18Description:AsofSeptember2023,accordingtoasurveyamongEuropeanmarketers,56percentofFrenchprofessionalsfromagenciesandadvertiserswereplanningoninvestingmorebudgetintostreamingplatformsbecauseofconfidencethatadvancedTVisabrandsafeenvironmentandlowonadfraud.Another60percentofFrenchadvertisersstatedthesamebasedonthefactthatadvancedTVhasopportunitiestoextendthereachoftraditionalTVcampaigns.

ReadmoreNote(s):France;AugustandSeptember2023Source(s):AudienceXpress;CoLabMediaConsultingMainmarketingbudgetinhibitorsforstreamingplatformsaccordingtomarketingprofessionalsfromagenciesandadvertisersinFranceasofSeptember2023MainmarketingbudgetinhibitorsforstreamingplatformsinFrance2023ShareofrespondentsAgencies0%Advertisers10%20%30%40%50%60%70%66%LackofproofinadvancedTVadvertisingeffectivenessorROILackofawarenessinmyorganisationaboutwhatadvancedTVis46%46%50%DifficultymanagingadvancedTVandstandardlinearTVcampaignsatthesametime46%48%46%40%LackofwillingnessamongstmarketerstoexplorenewmediachannelsInsufficientadvancedTVadvertisinginventorytomeetourdemandsLackofaccuratecampaignmeasurementtools30%30%40%38%40%Weseeacceptableammountofsuccessfromotherchannelssohavenoneedtodothingsdifferently26%19Description:AsofSeptember2023,accordingtoasurveyamongEuropeanmarketers,66percentofFrenchagencyprofessionalswereinhibitedtospendmoremoneyonadvancedTVbecauseoflackofproofinitseffectivenessorreturnoninvestment(ROI).AnotherhalfofFrenchadvertiserswereinhibitedtodothesamebecauseoflackofawarenessintheirorganizationaboutwhatadvancedTVwas.ReadmoreNote(s):France;AugustandSeptember2023Source(s):AudienceXpress;CoLabMediaConsultingEffectivenessofin-streamandout-streamvideoadvertisingaccordingtoconsumersinFranceasofJanuary2023EffectivenessofvideoadvertisinginFrance2023InstreamOutstream80%70%60%50%40%30%20%10%0%71%67%61%55%54%51%47%46%AdimprovesbrandperceptionRecallbrandInstantlyrememberbrandRecallad20Description:Duringa2023surveycarriedoutinFrance,55percentofrespondentsstatedthattheyinstantlyrememberedbrandsfromin-streamvideoadvertising,asopposedto46percentinstantlyrememberingbrandsfromout-streamvideoads.Moreover,71percentsaidthattheyin-streamadsimprovedtheirbrandperception,incomparisonto67percentwhostatedthesameaboutout-streamads.

ReadmoreNote(s):France;asofJanuary2023Source(s):CBNews;Dailymotion;HarrisInteractiveCHAPTER

04ConsumerinsightsAveragetelevisionviewingtimeperdayinFrancefrom2005to2022(inminutes)AveragedailytelevisionviewingtimeinFrance2005-202224023523022522021523423022722622422322222121921621221021020520020720620520420420420052006200720082009201020112012201320142015201620172018201920202021202222Description:In2022,theaveragedailytelevisionviewingtimeinFrancecametoatotalof204minutes,orthreehoursand24minutes,whichrepresentsadecreaseof15minutescomparedtothepreviousyear.Theaverageviewingtimehasbeencontinuouslydecliningsince2015beforepeakingin2020at234minutesintotal.ReadmoreNote(s):France;2005to2022;4yearsandolder;televisionownersinmetropolitanFranceSource(s):Arcom;MédiamétrieWeeklytimespentwatchingTVviastreamingservicesbyGenZinFranceasofApril2022NumberofhoursspentstreamingTVperweekamongGenZinFrance202235%29%30%25%20%15%10%5%18%16%12%9%6%4%3%1%1%1%1%0%0%Lessthan

1to5hours

6to1111to15hoursaweek16to20hoursaweek21to25hoursaweek26to30hoursaweek31to35hoursaweek36to40hoursaweek41to45hoursaweek46to50

MorethanIdon'tknowonehoura

aweekweekhoursaweekhoursaweek50hoursperweek23Description:AccordingtoastudyconductedinApril2022,29percentofFrenchrespondentsaged18to24spentbetweenonetofivehoursaweekwatchingtelevisionviastreamingservices.Onaglobalscale,thatvalueamountedto16percent.LessthanfivepercentofGenZviewersspent30hoursstreamingvideocontentasof2022inFrance.ReadmoreNote(s):France;April6,2022;1,162respondents;18-24yearsSource(s):YouGovDistributionofpaidvideoondemand(VoD)consumptioninFrancein2022,bydevicePaidvideoondemandvideoconsumptioninFrance2022,bydevice100%90%80%70%60%50%40%30%20%10%0%86.4%48.2%44.2%28.7%TelevisionComputerMobilephonesTablets24/statistics/730786/paid-video-on-demand-consumption-distribution-device-franceTelevisionsetswerethemostuseddevicesbyFrenchpeopleregardingvideoondemandconsumptionin2022,withatotalalmostreaching90percent.48.2percentofrespondentsstatedwatchingvideoondemandcontentoncomputersthatsameyear.ReadmoreNote(s):France;JanuarytoSeptember2022;videoondemandconsumersinthelast30daysSource(s):Centrenationalducinémaetdel’imageanimée;VertigoResearchMostcommonTVsubscriptionbrandsinFranceasofDecember2023MostcommonTVsubscriptionbrandsinFrance2023Shareofrespondents0%5%10%15%20%25%OrangeFree23%22%SFR17%BouyguesTelecomCANAL+15%15%RedbySFRFransat3%2%2%2%SoshOther25Description:WeaskedFrenchconsumersabout"MostcommonTVsubscriptionbrands"andfoundthat"Orange"takesthetopspot,while"Sosh"isattheotherendoftheranking.ReadmoreNote(s):France;JanuarytoDecember2023;1188respondents;18-64years;respondentswhopayforaTVsubscription(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsShareofinternetusersinFrancewhodiscovernewbrandsandproductsviaselectchannelsasofJanuary2024NewbranddiscoverychannelsinFrance2024Shareofrespondents10%

15%0%5%20%25%30%35%40%45%SearchenginesWord-of-mouthrecommendationsProductsamplesandtrialsOnlineretailwebsite41.1%28.6%26.6%26.4%TVads23.8%Brandwebsites21.8%21.4%ProductcomparisonsitesIn-storedisplaysorpromotionsBrochurseandcataloguesConsumerreviewsites20.9%18.9%18.6%TVshowsandfilmsCompanye-mailsorlettersSocialmediaads16.2%14.7%12.7%12.6%11.5%SocialmediacommentsandrecommendationsAdsonwebsites26Description:AsofJanuary2024,themostpopularsourcesthroughwhichinternetusersinFrancediscoverednewbrandsandproductswereadsonsearchengines,word-of-mouthrecommendationsfromfriendsandfamilyandproductsamples.Accordingto16.2percentofsurveyedrespondentsTVadsaidedthemtofindoutaboutnewbrands,while11.5percentsaidthesameaboutadvertisingonwebsites.

ReadmoreNote(s):France;2023;16to64years;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;W