Communication market: + 2.3% in 2018, to 33.3 MDS €

After the revelation last Wednesday of the total net revenues of the media advertising market (digital included) up + 4.2% in 2018 vs 2017, to 14.4 billion €, the unified barometer of the advertising market (BUMP), corealized by IREP, France Pub and Kantar Media focused on the publication of the communication market, advertisers side. Over the same period, it recorded growth of + 2.3%, at 33.3 billion euros. A market obviously boosted by growth in digital media (+ 14.7%) while other expenses in the historical media (press, TV, radio, outdoor advertising and cinema), to 8.5 billion euros, and non-media (direct marketing, directories, promotion & PLV, sponsorship, philanthropy, fairs & exhibitions, PR), at 18.7 billion euros, remained stable (0% and -0.1% respectively). "After a first quarter with a moderate recovery compared to the second half of 2017, the recovery was accentuated until the summer that was marked by the unfolding of the World Cup. The last quarter is characterized by a drop in communication activity in December, "says the BUMP.

By sector, the industry sector posted good growth (+ 5.9% in 2018 vs. + 3.9% in 2017), while households' consumer goods and equipment remained "almost stable". One sector still "saved" from its downward trend, according to the terms of the BUMP, by transport (+ 4.1%) and to a lesser extent by furniture (+ 7.6%) and household appliances ( + 6.8%). As for the retail sector, it was a bit slower in 2018 (+ 1.4%) than in 2017 (+ 2.8%). In addition, the new version of the published study shows the continuation of the recovery of the services sector already observed in 2017 with an increase, in 2018, of + 3.9%. This sector accounts for 55% of the increase in the communication market in 2018. The most active sub-sectors were banks / insurance companies (+ 10.4%), tourism (+ 5.5%) and culture / leisure (+ 8.2%). By 2019, the BUMP expects, "in the absence of major sporting events", growth that should "slightly" slow in a range between + 1.5% and + 2%. In 2018, the advertising market has 61,178 advertisers in all the media, ie + 1% vs. 2017. In terms of voice, distribution remains in the lead (16%) ahead of the automobile (10%), tourism catering, banking-insurance and culture-recreation, each at 8%.

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