Advertising revenue heading to French networks has soared this year, according to a report released by Secodip, the professional organization that takes an inventory of total ad spending throughout France.
Despite the gloomy economic climate, Secodip figures for the first 10 months of the year show ad spending at 12.5 billion francs ($ 2.3 billion), up 23% from the same period last year.
With bankrupt La Cinq no longer in the market, the four remaining national networks and pay-TV Canal Plus have all benefited from the 1 billion francs ($ 188 million) ad revenue that the Hachette-controlled web took in last year.
That means that while TF1 continues to show healthy profits, pubcasters France 2 and France 3 as well as weblet M6 all will move out of the red in 1992.
La Cinq’s disappearance has been particularly beneficial to M6. Targeted at the youth market, France’s newest network has picked up a healthy number of advertisers who previously spent their ad coin on the youth-oriented La Cinq. M6 ad revenue is up 64% on 1991 and the web’s market share has risen four points to 14%.