"France’s economic prospects are healthier than we expected a few months back," said Karin von Abrams, eMarketer principal analyst. "One reason is a major injection of public funds into the economy.
"President Macron responded to the ‘gilet jaunes,’ or 'yellow vests,' protests by bringing forward tax breaks and other financial incentives, many of them directed at consumers. Business investment is up, too. So we anticipate a positive mood continuing into 2020—which should bring an uplift to ad spending as well.”
TV and out-of-home (OOH) advertising are bright spots in an otherwise depressed traditional media landscape. OOH spending will grow 2.5% this year, and TV spending will grow 0.5%. Radio, newspaper and magazine spending will show negative growth.
Germany
Germany’s economic forecasts are swerving sharply downward as a result of a looming recession, and traditional media ad spending has been greatly impacted as a result. Many of our estimates for ad spending in the country have been revised downward to reflect the slowing economy and mixed outlook.
Total ad spending growth will be 1.6% this year, down from our previous estimate of 2.5%. Next year, growth will be 2.6%, revised down from 2.9%.