French Advertising Market Grows on Digital, Emphasizes Trust

Net advertising revenue in France reached €4.275 billion in the first quarter, a 3.1 % year‑on‑year increase, driven almost entirely by digital spending, which rose 9 %. Traditional media – television, cinema, radio, press and outdoor – fell 4.8 %, with TV down 8.1 %.

Within digital, video formats attracted €1.63 billion, representing 42 % of digital ad spend, while retail media on retailers' own platforms grew faster than the overall market. The sector remains highly concentrated, with a small group of advertisers accounting for the bulk of digital investment.

Consumer confidence in advertising is low: only 39 % of French consumers say they trust ads, compared with 85 % who trust peer recommendations. Trust in the source can triple engagement, and advertisers are shifting from an attention‑driven model to an “economy of trust.” In 2025, ad fraud cost $63 billion globally, ad‑blocking software is installed on nearly a billion devices, and only 15 % of consumers believe influencers actually use the products they promote.