CPMs, CPCs, entry tickets: the real ranges of the French advertising market, channel by channel. Updated yearly.
| Channel | Unit | 2026 Range | Entry ticket | Good to know |
|---|---|---|---|---|
| Linear TV (national) | CPM 30s | 3 – 8 € | 50 000 € | The market's lowest cost per contact at scale |
| Addressable TV (segmented) | CPM 30s | 15 – 30 € | 5 000 € | Pricier per contact, but zero audience waste |
| CTV / Streaming (AVOD, replay) | CPM | 18 – 35 € | 10 000 € | High attention, completion > 90% |
| DOOH (digital out-of-home) | CPM | 4 – 9 € | 10 000 € | Highly variable by location and audience |
| Classic out-of-home (OOH) | CPM | 2 – 6 € | 15 000 € | Urban power, measurement improving |
| National radio | CPM 30s | 2 – 5 € | 20 000 € | Affordable frequency, light production |
| Digital audio & podcasts | CPM | 8 – 18 € | 5 000 € | Engaged audiences, premium host-reads |
| Meta (Facebook/Instagram) | CPM | 6 – 14 € | 1 000 € | Steadily rising; creative makes the difference |
| TikTok | CPM | 3 – 9 € | 1 000 € | Cheap young reach, demanding native formats |
| LinkedIn (B2B) | CPM | 25 – 60 € | 2 000 € | Expensive but unmatched professional targeting |
| YouTube / Online video | CPV | 0,01 – 0,15 € | 2 000 € | Flexible video awareness, brand safety to manage |
| Search (Google Ads) | CPC | 0,50 – 20 €+ | 1 000 € | Depends on keyword competition; captures existing demand |
Net buying ranges observed on the French market (excluding production and fees). Prices vary with season, volume, targeting and negotiation. Indicative barometer, updated yearly by Jour de Chance.
Comparing raw CPMs across channels is a trap: a 30-second TV contact on a big screen, a DOOH panel seen for 2 seconds and a Meta impression in a fast scroll don't carry the same attention value. Sound reasoning crosses three variables: the cost per useful contact (your target, actually exposed — see viewability and capping), the format's attention value, and the channel's role in your mix — creating demand or capturing it.
That's the whole point of a balanced media mix: mass channels (TV, OOH, radio) build demand that precision channels (search, social) convert at lower cost. The halo effect between the two appears in no CPM.
1. CTV establishes itself as the TV-digital bridge. With ad offerings from Netflix, Prime Video and Disney+, premium inventory is exploding and CPMs are normalizing. Deduplicated linear + streaming reach becomes the new standard for video plans.
2. Social CPMs rise, creative becomes the arbitrage. Continuously rising Meta costs shift the battle to creative quality and diversification — TikTok for young reach, and the return of mass media to break the glass ceiling.
3. Cookieless measurement redistributes budgets. MMM, incrementality tests and server-side reveal channels' real contribution — often in favor of offline, long underestimated by digital attribution.
The most structuring line item is detailed in our TV advertising cost guide. And to know what these ranges would mean for your specific case, our free media audit prices your scenario with actually negotiated rates.
Send us your current CPMs: within 72h we'll tell you where you overpay.
