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Le Top 100 des annonceurs en France
02/03/2017En 2016, les investissement publicitaires en France ont légèrement augmenté, de 0,7%. Classement des 100 premiers annonceurs, média par média, selon Kantar Media.
| | Annonceurs | GLOBAL | PRESSE | RADIO | TELE | PUB EXT | CINE | INTERNET DISPLAY DESKTOP | |||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| K€ | Evol | K€ | Evol | K€ | Evol | K€ | Evol | K€ | Evol | K€ | Evol | K€ | Evol | ||
| 1 | RENAULT AUTOMOBILES | 466 720 | 3,2% | 90 568 | 9,0% | 95 018 | 3,7% | 184 547 | 27,8% | 46 838 | -23,2% | 4 447 | -50,4% | 45 302 | -28,3% |
| 2 | LIDL | 415 090 | 38,90% | 131 068 | 58,20% | 123 217 | 67,40% | 121 325 | 44,50% | 13 435 | 223,20% | 388 | -60,20% | 25 657 | -51,80% |
| 3 | PROCTER & GAMBLE | 386 708 | 36,90% | 11 167 | -21,10% | 0 | 290 133 | 45,90% | 0 | -100,00% | 0 | 85 408 | 24,00% | ||
| 4 | PEUGEOT AUTOMOBILES | 356 078 | -6,40% | 51 501 | -5,30% | 96 765 | 26,00% | 157 991 | 9,70% | 17 172 | 24,10% | 0 | -100,00% | 32 649 | -63,40% |
| 5 | E.LECLERC MAGASINS | 325 537 | -4,70% | 69 735 | -2,00% | 155 675 | -1,70% | 70 948 | -10,80% | 11 653 | 12,30% | 0 | 17 526 | -21,00% | |
| 6 | CITROEN AUTOMOBILES | 306 703 | 16,40% | 46 005 | 88,30% | 106 370 | 16,90% | 98 808 | 0,70% | 9 836 | 34,90% | 300 | 45 384 | 6,30% | |
| 7 | CARREFOUR HYPERMARCHES | 299 580 | 4,40% | 55 112 | -6,50% | 124 775 | 0,10% | 82 746 | 13,10% | 10 066 | 15,50% | 3 036 | 23 845 | 11,30% | |
| 8 | ORANGE | 288 484 | -3,10% | 68 406 | -4,80% | 64 554 | 25,50% | 85 370 | -6,10% | 41 065 | 6,00% | 2 590 | 26 499 | -40,70% | |
| 9 | UNILEVER | 268 194 | -8,60% | 6 871 | -61,70% | 6 586 | 84,20% | 219 355 | -11,50% | 6 958 | 30,00% | 4 576 | 23 848 | 26,60% | |
| 10 | SFR | 259 963 | -1,70% | 9 092 | 30,30% | 79 079 | -14,40% | 120 224 | 29,60% | 15 213 | 17,10% | 1 183 | 151,70% | 35 172 | -40,20% |
| 11 | INTERMARCHE | 235 134 | 14,80% | 17 915 | -23,50% | 129 895 | 22,40% | 79 685 | 21,40% | 1 677 | 18,60% | 0 | 5 962 | -28,20% | |
| 12 | FERRERO | 225 646 | 8,80% | 3 939 | 25,70% | 13 201 | -48,40% | 199 216 | 16,70% | 5 796 | 6,30% | 1 016 | 2 478 | -2,10% | |
| 13 | MC DONALDS | 223 457 | -4,50% | 8 275 | -2,30% | 15 531 | 67,10% | 156 696 | -9,20% | 23 506 | -11,50% | 4 134 | 64,90% | 15 315 | 4,90% |
| 14 | VOLKSWAGEN | 222 116 | -10,70% | 20 119 | -55,80% | 51 995 | -11,60% | 100 775 | 17,60% | 6 569 | -34,40% | 1 282 | -44,30% | 41 376 | -10,60% |
| 15 | BOUYGUES TELECOM | 196 462 | 6,90% | 5 269 | -56,40% | 77 103 | 40,90% | 84 666 | 1,80% | 9 994 | -23,40% | 113 | -97,20% | 19 317 | 15,40% |
| 16 | FORD AUTOMOBILES | 192 324 | 5,70% | 24 036 | -30,10% | 43 887 | 96,70% | 60 695 | 6,20% | 28 243 | -5,10% | 597 | -17,30% | 34 866 | -7,50% |
| 17 | NESTLE | 178 761 | -2,10% | 5 961 | 14,00% | 4 060 | 126,70% | 164 076 | 0,90% | 984 | -76,90% | 0 | 3 680 | -57,60% | |
| 18 | RECKITT BENCKISER | 175 651 | 23,50% | 1 920 | 112,90% | 0 | 170 479 | 22,00% | 0 | -100,00% | 0 | 3 252 | 113,90% | ||
| 19 | LASCAD | 166 476 | -11,40% | 20 070 | -1,60% | 0 | 139 580 | -12,00% | 223 | 2 363 | 4 240 | -52,10% | |||
| 20 | PMU PARI MUTUEL URBAIN | 146 095 | 28,40% | 22 845 | 30,90% | 46 808 | 61,40% | 29 468 | 15,90% | 1 515 | -41,00% | 0 | 45 459 | 15,50% | |
| 21 | FDJ | 145 290 | 2,30% | 10 204 | 119,00% | 20 216 | -23,80% | 70 953 | -7,10% | 885 | 5105,90% | 0 | 43 032 | 24,80% | |
| 22 | NISSAN AUTOMOBILES | 139 331 | -7,30% | 15 935 | -37,70% | 42 461 | 27,10% | 61 330 | 5,60% | 3 033 | -12,20% | 359 | 0,80% | 16 213 | -44,80% |
| 23 | MONDELEZ INTERNATIONAL | 137 098 | 5,20% | 1 808 | -68,80% | 1 066 | -44,00% | 120 383 | 30,90% | 10 192 | -16,90% | 1 300 | -65,60% | 2 349 | -83,80% |
| 24 | TOYOTA AUTOMOBILES | 136 917 | 11,10% | 30 799 | -9,10% | 20 182 | 96,20% | 58 403 | 11,10% | 2 390 | 28,20% | 4 483 | 491,40% | 20 660 | -13,40% |
| 25 | CANAL + | 134 629 | -9,20% | 13 131 | 3,70% | 36 417 | 0,00% | 52 272 | -16,20% | 10 771 | 56,60% | 0 | -100,00% | 22 038 | -22,20% |
| 26 | SYSTEME U GROUPE | 134 625 | -5,00% | 9 295 | -33,40% | 71 745 | 7,80% | 48 285 | -18,70% | 0 | -100,00% | 0 | 5 300 | 187,90% | |
| 27 | IKEA | 133 502 | 5,80% | 1 487 | -15,00% | 62 313 | 14,70% | 49 664 | 21,90% | 5 992 | -6,80% | 4 602 | 9 444 | -58,90% | |
| 28 | L OREAL PARIS | 125 751 | -19,20% | 16 410 | -12,10% | 0 | 92 347 | -17,40% | 4 764 | -14,40% | 0 | 12 230 | -38,10% | ||
| 29 | COCA COLA | 119 619 | 3,40% | 9 953 | 19,50% | 361 | -48,80% | 78 436 | 10,90% | 23 605 | 26,90% | 5 144 | -63,80% | 2 120 | -32,90% |
| 30 | SAMSUNG | 119 496 | 95,90% | 7 425 | -24,20% | 2 998 | -13,60% | 81 470 | 128,70% | 3 417 | 0,60% | 9 742 | 14 444 | 66,00% | |
| 31 | SNCF | 116 163 | 22,20% | 23 427 | 10,70% | 11 862 | -39,90% | 38 330 | 91,40% | 19 018 | 55,60% | 9 334 | 479,80% | 14 192 | -29,90% |
| 32 | OPEL | 111 399 | -1,40% | 9 569 | 200,30% | 30 095 | 20,50% | 64 426 | -7,00% | 917 | -80,20% | 0 | -100,00% | 6 392 | -35,60% |
| 33 | ENGIE | 109 200 | 1,00% | 23 052 | -24,70% | 10 391 | 3927,50% | 55 102 | 5,10% | 1 276 | -51,70% | 87 | -96,60% | 19 292 | -1,10% |
| 34 | APPLE COMPUTER | 108 214 | -6,60% | 5 672 | -21,00% | 0 | 71 743 | 4,60% | 15 911 | -6,20% | 7 952 | 148,00% | 6 936 | -65,20% | |
| 35 | FREE TELECOM | 104 139 | 8,20% | 181 | -71,50% | 23 494 | 0,40% | 61 921 | -1,00% | 18 116 | 91,10% | 0 | 427 | 115,70% | |
| 36 | EDF | 103 582 | -3,50% | 34 148 | 35,00% | 25 751 | -2,20% | 30 259 | -8,40% | 1 134 | -45,30% | 3 019 | 39,50% | 9 271 | -49,80% |
| 37 | CHRISTIAN DIOR PARFUMS | 102 341 | 8,90% | 31 446 | 17,20% | 0 | 51 912 | 1,60% | 11 389 | 18,90% | 2 275 | 11,50% | 5 319 | 20,20% | |
| 38 | CARREFOUR MARKET | 101 261 | -5,60% | 5 355 | 97,10% | 89 638 | 8,10% | 0 | -100,00% | 1 221 | -23,20% | 0 | 5 047 | 312,30% | |
| 39 | DARTY | 100 712 | -4,40% | 29 320 | 30,60% | 50 120 | 18,30% | 6 954 | -40,20% | 8 842 | -41,30% | 0 | -100,00% | 5 476 | -60,10% |
| 40 | OXYLANE | 98 196 | 4,70% | 1 735 | -25,30% | 42 424 | 4,10% | 37 300 | 25,80% | 10 292 | -5,70% | 0 | 6 445 | -36,70% | |
| 41 | GEMEY MAYBELLINE GARNIER | 97 555 | -8,40% | 7 380 | -59,20% | 0 | 85 639 | 2,40% | 1 544 | 102,60% | 0 | 2 992 | -27,30% | ||
| 42 | AUCHAN | 96 941 | -31,20% | 8 044 | -12,00% | 54 029 | -13,70% | 23 667 | -54,30% | 7 974 | 16,10% | 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% | 734 | 592,50% | 3 520 | 243,40% | 6 783 | 106,40% |
| 44 | LACTALIS GROUPE | 94 735 | -7,60% | 8 097 | -6,80% | 2 473 | 77 046 | -8,70% | 636 | -87,20% | 0 | 6 483 | 46,30% | ||
| 45 | DANONE | 94 067 | -7,40% | 2 406 | 21,70% | 1 053 | 1250,00% | 79 492 | -9,70% | 3 127 | -37,50% | 3 289 | 4 700 | -28,50% | |
| 46 | BEIERSDORF | 93 521 | -2,60% | 7 785 | 14,20% | 2 780 | 8,10% | 71 129 | -5,30% | 889 | 325,40% | 0 | 10 938 | -2,80% | |
| 47 | ORANGINA SCHWEPPES | 93 004 | 11,80% | 4 331 | -30,80% | 611 | 760,60% | 79 704 | 20,20% | 4 357 | 181,30% | 1 600 | -81,10% | 2 401 | 341,40% |
| 48 | JOHNSON & JOHNSON SANTE BEAUTE | 89 720 | 2,60% | 10 866 | -12,40% | 0 | -100,00% | 76 964 | 11,20% | 516 | -8,70% | 0 | 1 374 | -62,30% | |
| 49 | FIAT AUTO | 89 536 | 2,80% | 12 869 | 20,40% | 3 705 | -66,40% | 63 857 | 19,20% | 1 092 | -67,50% | 0 | 8 013 | -5,70% | |
| 50 | CONFORAMA | 89 334 | 41,30% | 17 628 | 30,80% | 45 769 | 28,60% | 14 431 | 3 359 | -1,60% | 0 | 8 147 | -24,20% | ||
| 51 | LEROY MERLIN | 87 321 | -2,40% | 2 341 | -63,40% | 25 234 | 21,20% | 36 697 | 2,50% | 16 155 | -9,20% | 0 | 6 894 | -20,40% | |
| 52 | GROUPE FIGARO | 87 256 | -0,20% | 64 489 | -1,20% | 7 977 | -22,70% | 5 110 | 42,90% | 2 938 | -26,60% | 0 | 6 742 | 58,20% | |
| 53 | MERCEDES BENZ | 86 881 | -2,80% | 27 268 | 7,10% | 17 861 | 16,30% | 27 513 | 1,90% | 4 458 | -61,20% | 3 606 | 294,50% | 6 175 | -32,80% |
| 54 | ILIUS | 85 911 | -39,30% | 0 | 11 654 | 4,00% | 28 738 | -3,30% | 649 | -68,80% | 5 742 | 444,30% | 39 128 | -59,80% | |
| 55 | COFIDIS | 83 000 | 39,80% | 17 034 | -20,40% | 0 | 32 176 | 22,80% | 8 | 0 | 33 782 | 187,00% | |||
| 56 | CARGLASS | 81 186 | 7,70% | 93 | 72,20% | 15 588 | -7,20% | 65 203 | 11,60% | 0 | 0 | 302 | 137,80% | ||
| 57 | HENKEL | 79 920 | -31,50% | 4 487 | -24,70% | 0 | -100,00% | 74 808 | -27,00% | 0 | -100,00% | 0 | 625 | -89,80% | |
| 58 | FROMAGERIES BEL | 78 016 | -5,20% | 1 073 | -77,80% | 0 | -100,00% | 71 662 | 19,30% | 3 121 | -65,00% | 0 | 2 160 | -37,30% | |
| 59 | PEPSICO | 77 500 | 8,90% | 468 | -75,40% | 588 | -69,20% | 72 077 | 19,80% | 2 289 | -66,10% | 964 | 1 114 | 160,30% | |
| 60 | BNP PARIBAS | 76 616 | -29,10% | 8 587 | -67,90% | 5 335 | 28,90% | 30 593 | -32,50% | 1 604 | -45,10% | 1 166 | 29 331 | 1,40% | |
| 61 | CREDIT AGRICOLE | 75 641 | -24,60% | 13 866 | 1,80% | 13 741 | -33,00% | 31 690 | -34,70% | 3 675 | -15,60% | 2 255 | 8251,90% | 10 414 | -21,80% |
| 62 | HEINEKEN ENTREPRISE | 75 085 | -8,40% | 17 489 | -33,30% | 32 036 | 78,50% | 0 | 19 473 | -43,70% | 0 | 6 087 | 89,50% | ||
| 63 | SEAT | 74 958 | 4,20% | 3 944 | -36,50% | 33 757 | 20,50% | 24 443 | 2,20% | 2 375 | 20,70% | 1 171 | -35,30% | 9 268 | -7,70% |
| 64 | AUDI | 72 895 | -5,60% | 26 271 | -13,00% | 6 245 | 6,90% | 18 359 | 41,30% | 10 751 | -6,40% | 3 355 | 40,00% | 7 914 | -44,70% |
| 65 | BMW | 71 478 | -0,30% | 20 097 | -17,70% | 13 217 | 33,60% | 21 514 | 9,20% | 8 233 | 17,30% | 2 278 | 51,20% | 6 139 | -32,60% |
| 66 | BRASSERIES KRONENBOURG | 69 316 | -3,50% | 22 831 | 0,10% | 6 409 | -10,30% | 12 603 | -5,90% | 27 101 | 16,30% | 0 | 372 | -92,80% | |
| 67 | BUT MAGASINS | 69 034 | 34,90% | 2 151 | 27,30% | 52 596 | 37,60% | 2 894 | 36,60% | 8 698 | 52,70% | 0 | 2 695 | -22,20% | |
| 68 | LINDT & SPRUNGLI | 68 893 | 50,60% | 4 989 | 111,00% | 0 | 61 095 | 42,30% | 2 563 | 513,20% | 0 | 246 | 423,40% | ||
| 69 | XYNERGY HEALTH PRODUCTS | 68 774 | 73,30% | 3 609 | 88,90% | 26 774 | 30,50% | 38 297 | 122,60% | 0 | 0 | 94 | 80,80% | ||
| 70 | CHANEL PARFUMS | 67 547 | 15,50% | 13 191 | -7,30% | 0 | 37 258 | 23,00% | 3 947 | -5,00% | 4 317 | 56,50% | 8 834 | 25,30% | |
| 71 | LA REDOUTE | 67 307 | -40,90% | 5 077 | -47,30% | 26 810 | -14,70% | 16 287 | -16,20% | 425 | -82,80% | 0 | 18 708 | -63,30% | |
| 72 | AMAZON | 67 204 | 93,90% | 7 159 | -33,90% | 7 073 | 43,00% | 35 597 | 192,20% | 2 895 | 1333,20% | 0 | 14 480 | 122,80% | |
| 73 | SEPHORA PARFUMERIE | 67 088 | -1,60% | 11 266 | -40,70% | 30 150 | -2,40% | 14 091 | 36,10% | 3 275 | 9,50% | 864 | 7 442 | 49,90% | |
| 74 | TWENTIETH CENTURY FOX | 65 565 | 12,10% | 6 722 | -27,40% | 4 598 | -36,10% | 1 792 | 16,90% | 20 457 | 90,00% | 30 085 | 11,70% | 1 911 | -32,00% |
| 75 | MAAF ASSURANCES | 63 965 | 2,90% | 1 333 | -10,60% | 16 060 | -11,10% | 42 995 | 13,50% | 0 | -100,00% | 0 | 3 577 | -22,20% | |
| 76 | BRICO DEPOT | 63 875 | 12,70% | 10 288 | -48,50% | 17 819 | -13,90% | 16 206 | 18 904 | 45,20% | 0 | 658 | -77,90% | ||
| 77 | AXA ASSURANCES | 63 799 | -2,50% | 10 017 | 12,30% | 11 688 | -40,00% | 24 852 | 5,00% | 1 699 | 20,50% | 2 224 | 13 319 | 11,70% | |
| 78 | LA BANQUE POSTALE | 63 585 | -13,10% | 31 220 | 52,70% | 17 736 | -27,00% | 4 498 | -73,70% | 7 178 | 63,60% | 0 | -100,00% | 2 953 | -39,20% |
| 79 | FNAC | 63 402 | -11,20% | 32 748 | -8,60% | 2 818 | 203,70% | 8 574 | -3,80% | 14 345 | -11,20% | 0 | -100,00% | 4 917 | -46,10% |
| 80 | DACIA AUTOMOBILE | 62 922 | -23,10% | 10 357 | -8,40% | 9 514 | 11,10% | 30 165 | -35,90% | 1 860 | -18,10% | 0 | 11 026 | -12,80% | |
| 81 | KELLOGGS | 62 299 | -28,90% | 0 | -100,00% | 0 | -100,00% | 57 606 | -24,20% | 929 | 453,00% | 0 | 3 764 | -59,20% | |
| 82 | EXPEDIA | 59 983 | 92,90% | 22 | -63,90% | 0 | -100,00% | 18 500 | -23,50% | 0 | 0 | 41 461 | 746,80% | ||
| 83 | CREDIT MUTUEL | 59 972 | -7,90% | 3 170 | -46,40% | 5 427 | -58,00% | 41 675 | 8,50% | 644 | -32,40% | 4 393 | 37,60% | 4 663 | 25,80% |
| 84 | CAISSE D EPARGNE | 59 537 | -2,30% | 6 305 | -32,40% | 11 465 | -37,40% | 34 981 | 69,40% | 3 291 | -8,40% | 53 | 3 442 | -62,10% | |
| 85 | VISTAPRINT | 58 631 | -0,90% | 0 | 0 | -100,00% | 37 994 | 8,70% | 0 | 0 | 20 637 | -11,10% | |||
| 86 | PANZANI | 58 227 | -1,90% | 118 | 6,30% | 1 475 | 192,10% | 54 655 | 0,20% | 1 008 | -64,60% | 0 | 971 | -27,70% | |
| 87 | AFFLELOU | 57 830 | 41,40% | 1 316 | -62,70% | 22 487 | 245,50% | 31 085 | 8,20% | 1 777 | -4,40% | 73 | 3550,00% | 1 092 | 313,60% |
| 88 | LA POSTE | 57 690 | 54,70% | 18 010 | 34,50% | 15 891 | 122,10% | 15 977 | 82,90% | 830 | 48,50% | 2 627 | 474,80% | 4 355 | -37,80% |
| 89 | SND FILMS | 57 563 | 28,30% | 3 183 | -14,80% | 1 444 | -51,60% | 1 074 | 235,60% | 24 283 | 174,30% | 26 143 | -7,50% | 1 436 | 101,40% |
| 90 | KIA MOTORS | 57 153 | 55,10% | 5 816 | -8,50% | 5 160 | 5570,30% | 30 127 | 10,10% | 749 | 51,60% | 0 | 15 301 | 504,10% | |
| 91 | SOFINCO | 57 042 | -34,80% | 16 296 | -13,00% | 0 | -100,00% | 17 792 | -43,00% | 0 | -100,00% | 0 | 22 954 | -36,00% | |
| 92 | SCA HYGIENE PRODUCTS | 57 019 | 5,30% | 4 503 | -16,90% | 0 | 46 784 | 7,10% | 0 | -100,00% | 0 | 5 732 | 13,80% | ||
| 93 | CETELEM | 56 934 | 0,10% | 15 567 | 8,40% | 0 | 32 156 | 7,90% | 0 | 0 | 9 211 | -27,80% | |||
| 94 | NESPRESSO FRANCE SA | 55 911 | 0,70% | 24 658 | 29,30% | 0 | -100,00% | 20 585 | -18,30% | 3 618 | 26,60% | 1 940 | -24,00% | 5 110 | -11,10% |
| 95 | CARTE NOIRE | 55 838 | 56,50% | 25 | -98,90% | 0 | -100,00% | 47 430 | 85,00% | 1 175 | -58,50% | 6 477 | 524,00% | 731 | -80,10% |
| 96 | KIABI CONFECTION | 55 676 | -17,10% | 2 690 | -62,90% | 33 324 | 0,40% | 13 581 | -11,30% | 3 048 | -7,70% | 0 | 3 033 | -62,80% | |
| 97 | COLGATE-PALMOLIVE | 55 527 | -31,80% | 1 902 | 1,90% | 0 | 51 224 | -31,50% | 0 | -100,00% | 0 | 2 401 | -34,90% | ||
| 98 | YOPLAIT | 53 889 | -18,30% | 1 056 | 76,00% | 218 | 45 754 | -28,20% | 4 856 | 207,30% | 0 | 2 005 | 9013,60% | ||
| 99 | LABO.BAYER SANTE FAMILIA. | 53 154 | -25,60% | 3 033 | 54,70% | 0 | 43 796 | -33,50% | 0 | 0 | 6 325 | 70,50% | |||
| 100 | MONOPRIX-PRISUNIC | 52 872 | 59,50% | 37 166 | 58,30% | 10 281 | 0 | 3 284 | -8,70% | 0 | 2 141 | -64,80% |
Méthodologie
02/03/2017Kantar 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).
