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.