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Le Top 100 des annonceurs en France

02/03/2017

En 2016, les investissement publicitaires en France ont légèrement augmenté, de 0,7%. Classement des 100 premiers annonceurs, média par média, selon Kantar Media.

AnnonceursGLOBALPRESSERADIOTELEPUB EXTCINEINTERNET DISPLAY DESKTOP
K€EvolK€EvolK€ EvolK€EvolK€EvolK€EvolK€Evol
1 RENAULT AUTOMOBILES466 7203,2%90 5689,0%95 0183,7%184 54727,8%46 838-23,2%4 447-50,4%45 302-28,3%
2 LIDL415 09038,90%131 06858,20%123 21767,40%121 32544,50%13 435223,20%388-60,20%25 657-51,80%
3 PROCTER & GAMBLE386 70836,90%11 167-21,10%0290 13345,90%0-100,00%085 40824,00%
4 PEUGEOT AUTOMOBILES356 078-6,40%51 501-5,30%96 76526,00%157 9919,70%17 17224,10%0-100,00%32 649-63,40%
5 E.LECLERC MAGASINS325 537-4,70%69 735-2,00%155 675-1,70%70 948-10,80%11 65312,30%017 526-21,00%
6 CITROEN AUTOMOBILES306 70316,40%46 00588,30%106 37016,90%98 8080,70%9 83634,90%30045 3846,30%
7 CARREFOUR HYPERMARCHES299 5804,40%55 112-6,50%124 7750,10%82 74613,10%10 06615,50%3 03623 84511,30%
8 ORANGE288 484-3,10%68 406-4,80%64 55425,50%85 370-6,10%41 0656,00%2 59026 499-40,70%
9 UNILEVER268 194-8,60%6 871-61,70%6 58684,20%219 355-11,50%6 95830,00%4 57623 84826,60%
10 SFR259 963-1,70%9 09230,30%79 079-14,40%120 22429,60%15 21317,10%1 183151,70%35 172-40,20%
11 INTERMARCHE235 13414,80%17 915-23,50%129 89522,40%79 68521,40%1 67718,60%05 962-28,20%
12 FERRERO225 6468,80%3 93925,70%13 201-48,40%199 21616,70%5 7966,30%1 0162 478-2,10%
13 MC DONALDS223 457-4,50%8 275-2,30%15 53167,10%156 696-9,20%23 506-11,50%4 13464,90%15 3154,90%
14 VOLKSWAGEN222 116-10,70%20 119-55,80%51 995-11,60%100 77517,60%6 569-34,40%1 282-44,30%41 376-10,60%
15 BOUYGUES TELECOM196 4626,90%5 269-56,40%77 10340,90%84 6661,80%9 994-23,40%113-97,20%19 31715,40%
16 FORD AUTOMOBILES192 3245,70%24 036-30,10%43 88796,70%60 6956,20%28 243-5,10%597-17,30%34 866-7,50%
17 NESTLE178 761-2,10%5 96114,00%4 060126,70%164 0760,90%984-76,90%03 680-57,60%
18 RECKITT BENCKISER175 65123,50%1 920112,90%0170 47922,00%0-100,00%03 252113,90%
19 LASCAD166 476-11,40%20 070-1,60%0139 580-12,00%2232 3634 240-52,10%
20 PMU PARI MUTUEL URBAIN146 09528,40%22 84530,90%46 80861,40%29 46815,90%1 515-41,00%045 45915,50%
21 FDJ145 2902,30%10 204119,00%20 216-23,80%70 953-7,10%8855105,90%043 03224,80%
22 NISSAN AUTOMOBILES139 331-7,30%15 935-37,70%42 46127,10%61 3305,60%3 033-12,20%3590,80%16 213-44,80%
23 MONDELEZ INTERNATIONAL137 0985,20%1 808-68,80%1 066-44,00%120 38330,90%10 192-16,90%1 300-65,60%2 349-83,80%
24 TOYOTA AUTOMOBILES136 91711,10%30 799-9,10%20 18296,20%58 40311,10%2 39028,20%4 483491,40%20 660-13,40%
25 CANAL +134 629-9,20%13 1313,70%36 4170,00%52 272-16,20%10 77156,60%0-100,00%22 038-22,20%
26 SYSTEME U GROUPE134 625-5,00%9 295-33,40%71 7457,80%48 285-18,70%0-100,00%05 300187,90%
27 IKEA133 5025,80%1 487-15,00%62 31314,70%49 66421,90%5 992-6,80%4 6029 444-58,90%
28 L OREAL PARIS125 751-19,20%16 410-12,10%092 347-17,40%4 764-14,40%012 230-38,10%
29 COCA COLA119 6193,40%9 95319,50%361-48,80%78 43610,90%23 60526,90%5 144-63,80%2 120-32,90%
30 SAMSUNG119 49695,90%7 425-24,20%2 998-13,60%81 470128,70%3 4170,60%9 74214 44466,00%
31 SNCF116 16322,20%23 42710,70%11 862-39,90%38 33091,40%19 01855,60%9 334479,80%14 192-29,90%
32 OPEL111 399-1,40%9 569200,30%30 09520,50%64 426-7,00%917-80,20%0-100,00%6 392-35,60%
33 ENGIE109 2001,00%23 052-24,70%10 3913927,50%55 1025,10%1 276-51,70%87-96,60%19 292-1,10%
34 APPLE COMPUTER108 214-6,60%5 672-21,00%071 7434,60%15 911-6,20%7 952148,00%6 936-65,20%
35 FREE TELECOM104 1398,20%181-71,50%23 4940,40%61 921-1,00%18 11691,10%0427115,70%
36 EDF103 582-3,50%34 14835,00%25 751-2,20%30 259-8,40%1 134-45,30%3 01939,50%9 271-49,80%
37 CHRISTIAN DIOR PARFUMS102 3418,90%31 44617,20%051 9121,60%11 38918,90%2 27511,50%5 31920,20%
38 CARREFOUR MARKET101 261-5,60%5 35597,10%89 6388,10%0-100,00%1 221-23,20%05 047312,30%
39 DARTY100 712-4,40%29 32030,60%50 12018,30%6 954-40,20%8 842-41,30%0-100,00%5 476-60,10%
40 OXYLANE98 1964,70%1 735-25,30%42 4244,10%37 30025,80%10 292-5,70%06 445-36,70%
41 GEMEY MAYBELLINE GARNIER97 555-8,40%7 380-59,20%085 6392,40%1 544102,60%02 992-27,30%
42 AUCHAN96 941-31,20%8 044-12,00%54 029-13,70%23 667-54,30%7 97416,10%0-100,00%3 227-57,00%
43 CIC CREDIT INDUST.COMMER.96 239-0,10%485-35,10%13 320-30,00%71 397-1,10%734592,50%3 520243,40%6 783106,40%
44 LACTALIS GROUPE94 735-7,60%8 097-6,80%2 47377 046-8,70%636-87,20%06 48346,30%
45 DANONE94 067-7,40%2 40621,70%1 0531250,00%79 492-9,70%3 127-37,50%3 2894 700-28,50%
46 BEIERSDORF93 521-2,60%7 78514,20%2 7808,10%71 129-5,30%889325,40%010 938-2,80%
47 ORANGINA SCHWEPPES93 00411,80%4 331-30,80%611760,60%79 70420,20%4 357181,30%1 600-81,10%2 401341,40%
48 JOHNSON & JOHNSON SANTE BEAUTE89 7202,60%10 866-12,40%0-100,00%76 96411,20%516-8,70%01 374-62,30%
49 FIAT AUTO89 5362,80%12 86920,40%3 705-66,40%63 85719,20%1 092-67,50%08 013-5,70%
50 CONFORAMA89 33441,30%17 62830,80%45 76928,60%14 4313 359-1,60%08 147-24,20%
51 LEROY MERLIN87 321-2,40%2 341-63,40%25 23421,20%36 6972,50%16 155-9,20%06 894-20,40%
52 GROUPE FIGARO87 256-0,20%64 489-1,20%7 977-22,70%5 11042,90%2 938-26,60%06 74258,20%
53 MERCEDES BENZ86 881-2,80%27 2687,10%17 86116,30%27 5131,90%4 458-61,20%3 606294,50%6 175-32,80%
54 ILIUS85 911-39,30%011 6544,00%28 738-3,30%649-68,80%5 742444,30%39 128-59,80%
55 COFIDIS83 00039,80%17 034-20,40%032 17622,80%8033 782187,00%
56 CARGLASS81 1867,70%9372,20%15 588-7,20%65 20311,60%00302137,80%
57 HENKEL79 920-31,50%4 487-24,70%0-100,00%74 808-27,00%0-100,00%0625-89,80%
58 FROMAGERIES BEL78 016-5,20%1 073-77,80%0-100,00%71 66219,30%3 121-65,00%02 160-37,30%
59 PEPSICO77 5008,90%468-75,40%588-69,20%72 07719,80%2 289-66,10%9641 114160,30%
60 BNP PARIBAS76 616-29,10%8 587-67,90%5 33528,90%30 593-32,50%1 604-45,10%1 16629 3311,40%
61 CREDIT AGRICOLE75 641-24,60%13 8661,80%13 741-33,00%31 690-34,70%3 675-15,60%2 2558251,90%10 414-21,80%
62 HEINEKEN ENTREPRISE75 085-8,40%17 489-33,30%32 03678,50%019 473-43,70%06 08789,50%
63 SEAT74 9584,20%3 944-36,50%33 75720,50%24 4432,20%2 37520,70%1 171-35,30%9 268-7,70%
64 AUDI72 895-5,60%26 271-13,00%6 2456,90%18 35941,30%10 751-6,40%3 35540,00%7 914-44,70%
65 BMW71 478-0,30%20 097-17,70%13 21733,60%21 5149,20%8 23317,30%2 27851,20%6 139-32,60%
66 BRASSERIES KRONENBOURG69 316-3,50%22 8310,10%6 409-10,30%12 603-5,90%27 10116,30%0372-92,80%
67 BUT MAGASINS69 03434,90%2 15127,30%52 59637,60%2 89436,60%8 69852,70%02 695-22,20%
68 LINDT & SPRUNGLI68 89350,60%4 989111,00%061 09542,30%2 563513,20%0246423,40%
69 XYNERGY HEALTH PRODUCTS68 77473,30%3 60988,90%26 77430,50%38 297122,60%009480,80%
70 CHANEL PARFUMS67 54715,50%13 191-7,30%037 25823,00%3 947-5,00%4 31756,50%8 83425,30%
71 LA REDOUTE67 307-40,90%5 077-47,30%26 810-14,70%16 287-16,20%425-82,80%018 708-63,30%
72 AMAZON67 20493,90%7 159-33,90%7 07343,00%35 597192,20%2 8951333,20%014 480122,80%
73 SEPHORA PARFUMERIE67 088-1,60%11 266-40,70%30 150-2,40%14 09136,10%3 2759,50%8647 44249,90%
74 TWENTIETH CENTURY FOX65 56512,10%6 722-27,40%4 598-36,10%1 79216,90%20 45790,00%30 08511,70%1 911-32,00%
75 MAAF ASSURANCES63 9652,90%1 333-10,60%16 060-11,10%42 99513,50%0-100,00%03 577-22,20%
76 BRICO DEPOT63 87512,70%10 288-48,50%17 819-13,90%16 20618 90445,20%0658-77,90%
77 AXA ASSURANCES63 799-2,50%10 01712,30%11 688-40,00%24 8525,00%1 69920,50%2 22413 31911,70%
78 LA BANQUE POSTALE63 585-13,10%31 22052,70%17 736-27,00%4 498-73,70%7 17863,60%0-100,00%2 953-39,20%
79 FNAC63 402-11,20%32 748-8,60%2 818203,70%8 574-3,80%14 345-11,20%0-100,00%4 917-46,10%
80 DACIA AUTOMOBILE62 922-23,10%10 357-8,40%9 51411,10%30 165-35,90%1 860-18,10%011 026-12,80%
81 KELLOGGS62 299-28,90%0-100,00%0-100,00%57 606-24,20%929453,00%03 764-59,20%
82 EXPEDIA59 98392,90%22-63,90%0-100,00%18 500-23,50%0041 461746,80%
83 CREDIT MUTUEL59 972-7,90%3 170-46,40%5 427-58,00%41 6758,50%644-32,40%4 39337,60%4 66325,80%
84 CAISSE D EPARGNE59 537-2,30%6 305-32,40%11 465-37,40%34 98169,40%3 291-8,40%533 442-62,10%
85 VISTAPRINT58 631-0,90%00-100,00%37 9948,70%0020 637-11,10%
86 PANZANI58 227-1,90%1186,30%1 475192,10%54 6550,20%1 008-64,60%0971-27,70%
87 AFFLELOU57 83041,40%1 316-62,70%22 487245,50%31 0858,20%1 777-4,40%733550,00%1 092313,60%
88 LA POSTE57 69054,70%18 01034,50%15 891122,10%15 97782,90%83048,50%2 627474,80%4 355-37,80%
89 SND FILMS57 56328,30%3 183-14,80%1 444-51,60%1 074235,60%24 283174,30%26 143-7,50%1 436101,40%
90 KIA MOTORS57 15355,10%5 816-8,50%5 1605570,30%30 12710,10%74951,60%015 301504,10%
91 SOFINCO57 042-34,80%16 296-13,00%0-100,00%17 792-43,00%0-100,00%022 954-36,00%
92 SCA HYGIENE PRODUCTS57 0195,30%4 503-16,90%046 7847,10%0-100,00%05 73213,80%
93 CETELEM56 9340,10%15 5678,40%032 1567,90%009 211-27,80%
94 NESPRESSO FRANCE SA55 9110,70%24 65829,30%0-100,00%20 585-18,30%3 61826,60%1 940-24,00%5 110-11,10%
95 CARTE NOIRE55 83856,50%25-98,90%0-100,00%47 43085,00%1 175-58,50%6 477524,00%731-80,10%
96 KIABI CONFECTION55 676-17,10%2 690-62,90%33 3240,40%13 581-11,30%3 048-7,70%03 033-62,80%
97 COLGATE-PALMOLIVE55 527-31,80%1 9021,90%051 224-31,50%0-100,00%02 401-34,90%
98 YOPLAIT53 889-18,30%1 05676,00%21845 754-28,20%4 856207,30%02 0059013,60%
99 LABO.BAYER SANTE FAMILIA.53 154-25,60%3 03354,70%043 796-33,50%006 32570,50%
100 MONOPRIX-PRISUNIC52 87259,50%37 16658,30%10 28103 284-8,70%02 141-64,80%

Méthodologie


02/03/2017

Kantar Media Ad Intelligence mesure les actions de communication publicitaire à partir d’une couverture médias élargie et les investissements bruts des annonceurs à partir des tarifs plaquettes (hors remises, dégressifs et négociations): presse (600 titres), TV (6 chaînes historiques, 10 de la TNT et 70 thématiques nationales), radio (19 nationales et 18 stations ou décrochages régionaux), publicité extérieure (12 afficheurs), cinéma (2 régies nationales) et internet display (mesure multi sources, 600 sites).

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