Although advertising agencies have known for several weeks the decision of the distribution brand Lidl to stop advertising on the traditional French small screen, its formalization on Thursday, January 8, created a small shock as it shakes up an already fragile audiovisual sector. It is true that the German supermarket firm is not a player in the sector like the others. With nearly 400 million euros gross investments – before discounts and negotiations – it constitutes the second largest advertiser in France (behind Leclerc), all sectors and media combined, over the first three quarters of 2025, according to the analysis company Kantar Media.
A windfall of 120 million euros annually for television is thus heading towards digital, at least for 2026. “You only have to quantify the weight of Lidl in TV to understand that if we stop communicating in the French media in favor of players like Google, Meta, Netflix or Amazon, this will pose a media financing problem”warned Jassine Ouali, executive director of customer relations at Lidl France, in an interview with the specialized magazine Strategies.
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