Advertising expenditure in France grew from €7.47 billion in 1996 to €10.7 billion in 2007, and is expected to exceed €11.5 billion in 2010, according to research firm ZenithOptimedia.

In 1996, TV, newspapers and magazines were the three dominating media with most of the ad spending. TV will continue growing steadily and magazines will stagnate, while newspapers will be even in a recession, the research group predicted.

In 2010, TV will still dominate, while the Internet and magazines will closely compete. Meanwhile, newspapers will lose shares, sliding to fourth place, according to ZenithOptimedia.

Internet advertising expenditure is the fastest grower, as it was almost non-existent in 1996, reached more than €1 billion in 2006 and is expected to top €2 billion by 2010, according to World Press Trends 2007, published by the World Association of Newspapers.