The offline marketing hasn't disappeared. It has transformed.

And above all, it remains a central pillar of high-performing media strategies.

In an environment saturated with digital content, offline media continues to offer three key advantages: reach, attention, and trust.

‍

Offline media exposure remains massive in France

2025 figures confirm a simple reality: offline media remains mass media.

📺 Television retains exceptional reach. In 2025, nearly 7 out of 10 French people watch a television program every day, proving that the medium remains deeply rooted in consumption habits.

French people spend an average of 4 hours and 14 minutes per day on video content, with 61% on live or catch-up TV channels, despite the rise of streaming platforms.

This ability to bring people together is confirmed during major events. After the historic record of 22 million viewers for the Paris 2024 Olympic Games opening ceremony, the French team's first match during the 2026 World Cup against Senegal brought together 14 million viewers, becoming the most-watched program of the year to date.

‍

📻 Radio also remains a daily medium. It reaches 38 million listeners every day, or more than two out of three French people, with nearly 2 hours and 47 minutes of daily listening (Médiamétrie).

‍

🪧 Outdoor advertising confirms its strength, with 89% of French people exposed to an OOH campaign each week, representing more than 32 million people (JCDecaux).

‍

At the market level, trends remain stable: offline still accounts for a major share of media investment, at around 39% of marketing spend, according to Gartner in 2025

‍

Stronger advertising attention on offline media

Beyond exposure, the real issue is attention.

Offline media capture higher-quality and longer-lasting attention.

According to the Profit Ability 2 (Ebiquity / GroupM, 2024, UK) study, television remains theprimary driver of advertising-generated profit in attribution models, accounting for 54.7% of total incremental profit . Yet it only accounts for 43.6% of media investment, highlighting an efficiency that outweighs its budget share.

Kantar data also shows that French consumers are more receptive to offline formats than digital ones. The channels considered most “accepted” are local media: cinema, out-of-home advertising, and sponsored events.

Brands also benefit from a safer environment. TV, radio, and out-of-home advertising are perceived by marketers as reliable and credible.

‍

Finally, long-term performance remains superior on linear media. The Dentsu Brand Reset report shows, for example, that linear TV generates a sales uplift of 4.5%, compared to 2% for digital video.

‍

Breaking down silos: online and offline become a single ecosystem

The line between digital and offline is gradually blurring.

Consumers no longer think in terms of channels. They navigate a continuum of attention, moving between television, streaming, out-of-home, audio, and social media. Media are no longer separate territories, but overlapping contact environments.

In this context, one data point is key: it takes an average of 11.1 touchpoints to generate a conversion, according to multi-touch consumer journey analyses (*2025 Alliance Digitale & France Pub Drive-to-Store Barometer*).

Media is no longer divided into “online” or “offline.”

It is becoming a set of complementary touchpoints serving a single objective.

Media strategy is now designed around interconnected journeys. The focus is no longer on the channel, but on the relevance of the contact and the role each exposure plays in shaping the decision.

In this context, brands must:

• prioritize business performance over specific channels
• measure the true value of every touchpoint
• continuously test media mixes
• break free from traditional siloed thinking

‍

Klox Expert Advice

“Offline marketing is no longer a counterweight to digital. It is its natural complement. The most successful brands are those that orchestrate both seamlessly, based on the moment of attention rather than the channel.”

‍

‍

FAQ — Offline Marketing

Is offline marketing still effective in 2026?

Yes. Offline media remains among the most powerful in terms of reach and attention, particularly TV, radio, and out-of-home advertising.

Is offline more expensive than digital?

Not necessarily. Costs depend on the formats, but the long-term ROI of TV and OOH remains highly competitive.

Why integrate offline channels into a digital strategy?

Because it strengthens brand recall, credibility, and the overall reach of your campaigns.

Does offline marketing work on its own?

Yes, but it is far more effective when integrated into an omnichannel strategy.

‍