Ikea Leads Specialty Retail Advertisers in France

Subhead: Outspent nearest competitor by 30% in 2016

Author: Ben Clague

March 7, 2017

Ikea led specialty retail advertisers in France in total media ad spending in 2016, according to data from Kantar Media cited by CB News in February 2017. The Swedish-import home decor retailer topped the list with ad investments of €130.2 million ($144.5 million), up 4% from 2015.

There was a considerable gap between Ikea and its nearest rival. Homegrown consumer electronics chain Darty ranked second in total media ad spend, but its figure of €100.7 million ($111.7 million)—down 4% from 2015—was almost €30 million ($33.3 million) less than Ikea's for the year.

Sporting goods and outdoor products retailer Decathlon ranked third, with 2016 spending up 6% to €97.9 million ($108.3 million). A few other merchants on the list increased spend at considerably higher rates, including home decor retailers Conforama (up 41% vs. 2015) and But (up 35%).

Amazon led the way among retail ecommerce sites in France, with total media ad spending of €57.1 million ($63.3 million) in 2016, doubling its 2015 investments.

Amazon's nearest rival was apparel retailer SheIn, which spent €40.8 million ($45.3 million) last year. SheIn’s ad spending grew 360% compared with 2015, according to Kantar Media, which propelled it past fellow apparel and accessories retailer Zalando into second place.

Spending gains by companies like SheIn were likely an anomaly in France last year. eMarketer estimates total media ad spending in the country increased just 0.7% in 2016 to $11.36 billion, buoyed by a 5.5% increase in digital ad spending.