Direct marketing, radio, or television, the media and communication channels are numerous and constantly evolving. We have particularly noticed these changes since Covid-19 and new consumption habits. The proof is that for many years, the general public has rejected advertising in their letterboxes with «stop pub» stickers, but there's been a reversal of the situation with the «Oui Pub» initiative presented in 2022. What is the impact on French people participating in this experiment? Do they find it of interest? Our agency deciphers the latest market news for you, and today's topics concern: segmented television, independent radio stations, and of course, "Oui Pub".
Application and feedback of the Oui Pub scheme
Launched in September 2022 with the aim of tackling the waste caused by advertising leaflets being thrown away unread, the Oui Pub scheme is currently being trialled in 14 regions. According to a follow-up study in the areas concerned, 40% of French people say they see the value of the scheme after nearly a year of use.
Analysis of this figure reveals a 12-point gap between men (44%) and women (56%). Indeed, women appear to find it more useful than men. However, the scheme has not yet managed to appeal to Generation Z, as only 91% of those aged 18–24 are interested, whereas 411% of those aged 55 and over find it of significant interest.
Of the regions currently in the trial phase of this initiative, the North-East emerges as the clear winner with 29%, closely followed by the South-East (24%), then the North-West (19%) and the South-East (11%).
By the end of 2023, over 7 million households eligible for segmented television
Nearly 1,100 advertisers used targeted television advertising in 2023, with over 1,600 campaigns aired, totalling 46% – a higher figure than in 2022. This represents a 75% increase compared with 2022, with 1.4 billion ad placements.
Of all the data collected, 27% of the total number of households and 43% of households with IPTV are reached by targeted advertising.
This eligibility for segmented TV represents a 61% increase compared with the second half of 2022.
Radio indies' advertising revenues on the rise
The Les Indés Radios group has announced an increase in advertising revenue. Specifically, this represents a rise of 6.91% in Q3 2023, amounting to over €178.7 million, compared with €167.2 million in 2022. These positive and encouraging results reflect a recovery in national advertising and a rebound in local advertising.
Domestic advertising revenue totalled €103.7 million in 2023 (+4.11% year-on-year), compared with €99.7 million in 2022. Meanwhile, advertising revenue for the local market in 2023 stands at €75 million, compared with €67.5 million in 2022 (+111% year-on-year). The local market has thus returned to its pre-crisis level, which was €74.5 million in 2019.
