Ad spend on Internet to overtake cinema in France for first time

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PARIS--Advertising expenditure on the Internet in France nextyear is expected to overtake French cinema ad spend for the first time, according to a forecast by media consultancy IP France, a branch of Germany's CLT-UFA audiovisual network.

Overall ad spend in France is expected to grow by about 5% to reach $9billion in 2000, according to IP France. While the growth rate will be less than the 7.9% achieved in 1999, the study adds that the industry will still remain buoyant.

Internet advertising in France is expected to reach $60 million in 1999, just behind the $65 million spent on cinema advertising, according to thestudy. While French cinema advertising is expected to remain stable in 2000, Internet advertising is expected to more than double, to $150 million.

Internet and cinema advertising remain small in comparison to the three top media: TV, print and outdoor, each of which is expected to record growth of about 5% in 2000, according to the study.

Print media will maintain its place atop France's ad expenditure list,according to the projections, with an estimated $3.9 billion in revenuesduring 2000.

TV will hold onto the second spot, with an estimated $3.4 billion inadvertising revenues in 2000, while outdoor advertising will maintain thethird spot, with an estimated $1.14 billion in revenues.

Copyright December 1999, Crain Communications Inc.

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