While TV advertising investment measured by the Omedia institute had been growing rapidly for nearly two years (+40.6% between 2021 and 2022 and +25% in the first half of 2023 vs. the first half of 2022), advertising activity at the end of the year, marked by events related to political developments, is in free fall.
November fell by 53% compared to the same month last year, while December fell by 45%. These two months are traditionally the most important in absolute terms and have a significant impact on annual results.
It should be noted in particular that the hygiene and beauty sector completely disappeared from the TOP 10 sectors in November-December 2023, whereas it ranked 4th and 7th in November and December 2022.
Overall, cumulative results, which had been up 28% until October, ended up only +4.6% at the end of December.