For the British ITV the increase reached 8

Recovery of the advertising market After a year 2009 "horribilis", European media groups want to believe. Last, the Belgian Roularta, which has France the Express-Expansion group, reported yesterday a "relief" of the advertising revenue for its French magazines. With even an increase of 35 for the supplement "Styles" of "the Express". For other groups, the first quarter figures, which come to be published, confirm this trend to optimism. TF1 ( 13), M6 ( 4.5) and NRJ ( 8.9) recorded significant rebounds from their advertising revenues in the first three months of the year, confirming the thinning observed since the end of last year. But no triumphalism. The apparent strength of the recovery is explained first by effect of very favorable comparison to the first quarter of 2009.

At the time, the major French groups had experienced a true descent to the underworld, also suddenly violent. TF1 saw its advertising turnover melt 27, that of M6 had declined by 7.3. To NRJ, the decline had reached 9.4 and 19 for single radio, by far the main activity of the group. "This base effect will be reduced as the year," said Valérie Négrier, Director of the television in Carat Expert pole.

This trend is also notable in other European countries. Italy, Mediaset, the main group of free television, has seen its advertising revenues grow 5.2 in the first three months of the year. For the British ITV, the increase reached 8. However, the situation in Spain was upset by the decision of the advertising on public channels. As Antena 3 ( 20) that Telecinco ( 30) recorded a flight of their revenue, the effect of transfer playing fully across the Pyrenees.

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Return of the World Cup

Another positive factor: the evolution of the number of advertisers in the first quarter. According to Kantar Media, this counter increased by 3.7 in volume in the first quarter of 2010. For the second quarter, this base effect should still be felt. And the World Cup of football, which begins on June 11, will play his usual role of support to the advertising market. With already perceptible effects in May. "Advertisers who want to avoid the football World Cup period are deferred on the month of May and schedules for this period are already well filled," explains Valérie Négrier. A month of may, moreover, been market-friendly since the bridge due to the holidays have been fewer than in the usual.

But for the second part of the year, the effect of base. Advertising revenues from the groups began to recover in the fourth quarter of last year, making it less favorable comparison. And, at the macroeconomic level, the prudence of the specialists of the conditions is relayed by media groups. All point to the lack of visibility for the end of the year, despite a rather optimistic tone of their speech at the end of the first quarter.

Certainty: the return to levels of advertising revenue for 2008, last year before the crisis, will not meet this year. It will be at least two to three years.