Jul 06 2011
A moderate recovery in the pub in the third quarter
A calm and a return was less loud than last year, that's what forecasters expect Havas Media between July and September on the French advertising market: according to figures from the Fast MPG indicator, released today, growth net investments in the media will reach 1.3% in the third quarter.
"The figure is not large in absolute terms but remains positive, and the base effect, as compared to the same period last year, will not be favorable," said Regine Tournier, Deputy Director in charge of purchasing Havas Media. The market should remain on trends in April and May, a slowdown after successive quarters of rebound recorded since January 2010."There are a lot of attention from advertisers, or the advertising market is closely linked to GDP," says Regine Tournier, underlining at the same time that one is not present provided a turnaround. "The market is fairly soft, but in digital."
In the detailed forecasts by media, Internet is the best advertising medium oriented in the third quarter, with an anticipated growth of 9.7%. "The video format is continuing to win and extend more the speeches on television, notes Valerie Ghezail, design manager at Havas Media.Advertisers of food, which were pretty far back, or those of health and beauty and luxury become familiar with the formats premium. "A dynamic that will eventually rub off on mobile investments, say specialist media agency, which noted however that the strategies "multiscreen" advertisers do not yet support this, despite the existence of audience measurement of mobile users Médiamétrie for nine months cash advance no faxing.
In comparison, the third quarter should be subdued for television (1.4%), the beginning of September does not counterbalance the traditional quiet months of July and August. The telecom sector could still surprise, departing earlier than expected from the operator which will launch its offer Free mobile and could force its competitors to defend their positions.
The display should change in the market (+1.3%).Important sector, the distribution has now become accustomed to very local campaigns, while the car tends to divest this medium.
World Cup effect
In radio, after a positive start to the year from its family of traditional advertisers (retail, automobile), the trend looks rather stable (+1.8%). Such as television and the Web, the media should take effect in September's World Cup rugby in New Zealand, with the spread of matches in the morning.
As for the press, the trend will be even negative (-2.9%), despite the proliferation of new forms in magazines and some interesting initiatives, such as the launch of e-GIE Press Premium, which brings together since June 30 eight daily headlines and news magazine.
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