| 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), in euros excl. VAT. Prices vary with season, volume, targeting and negotiation. Indicative barometer, updated yearly by Jour de Chance.
Data reusable under the CC BY 4.0 licence, crediting "Media Costs Barometer, Jour de Chance" with a link to this page.
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.
The ranges are net prices, meaning after negotiation: what an advertiser actually pays when buying through a media buyer, not the higher rate cards published by media owners. They are built from the plans we design and buy for our clients, and updated every year, or sooner when a channel moves significantly. The entry ticket is the minimum media budget below which a campaign doesn't break through on that channel.
These figures are orders of magnitude: the price of a specific plan depends on season, targeting, formats and volume. To turn them into a campaign budget (media, production, fees), use our campaign cost calculator; to turn them into reach and frequency, the reach, frequency and GRP calculator.
According to the BUMP H1 2026 (Unified Advertising Market Barometer), published by France Pub, IREP and Kantar Media, French media net advertising revenue reached €9.75 billion in the first half of 2026, up 5.6%. Digital grew 12.3% and accounts for 69% of the total. Television fell 6.2%, radio 3.5%, out-of-home was stable (+0.2%) with DOOH up 4%, and cinema grew 7%.
On digital out-of-home, the ACPM certified 535 million spots aired on 50,000 connected screens in Q1 2026, across 306 campaigns. For an advertiser, a shrinking TV market is often one where negotiation works more in their favour, while social CPMs, driven by demand, keep rising.
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. If part of your media is financed with equity, the media for equity calculator shows what the deal really costs you. 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.
