IREP (Institut de Recherches et d'Etudes Publicitaires)

What IREP (Institut de Recherches et d'Etudes Publicitaires) does

IREP (Institut de Recherches et d'Etudes Publicitaires) is a non-profit professional association founded on October 18, 1957, and headquartered at 21 rue des Pyramides in Paris. It operates as the reference forum for French advertising, communication, and media professionals, serving approximately 100 member companies spanning brands, advertising and media agencies, media sales houses (television, radio, press, outdoor, digital), research institutes (Kantar Media, Ipsos, Nielsen, Médiamétrie, Groupe Ifop), and academic institutions. The association is governed by a Board of Directors, Bureau, and Scientific Council, with a permanent staff of three (Christine Robert as Directrice Déléguée, Nicolas Besson as Responsable Marketing et Communication, and Laurence Monnet as Assistante de Direction), supported by a broader network of approximately 360 contributing experts.

IREP's core products center on three pillars: (1) BUMP (Baromètre Unifié du Marché Publicitaire), the quarterly and annual reference measure of advertising expenditure in France, co-published with France Pub and Kantar Media; (2) Com'Search, a research database containing nearly 2,000 documents and articles on communication, advertising, marketing, and media from 1970 to 2026, accessible primarily to members; and (3) IREP Forum, a program of three morning seminars per year, supplemented by four P'tit Déj debates and 1-2 After de l'expertise sessions. Additional offerings include the annual Baromètre du Marché Publicitaire Local, white papers co-developed with CESP on advertising attention, the GT Les Essentiels working group publications, the Observatoire de la Filière Communication economic dashboard, and IREP Conseil bespoke consulting and training services.

IREP's revenue model is built primarily on tiered annual membership subscriptions ranging from €875 (independent consultant) to €8,230 (grande enterprise), with a 20% first-year discount across all tiers and dedicated pricing for startups, ETI, PME, grandes écoles, and foreign companies. Non-members can access Com'Search content through credit packs (€35 per credit, €150 for 5, €250 for 10), register for individual Forum sessions at €305–€415, or purchase specialized studies such as the Baromètre du Marché Publicitaire Local for €1,490–€2,190. The association does not develop proprietary technology and operates as a knowledge curation and convening body rather than a technology platform.

Name

IREP (Institut de Recherches et d'Etudes Publicitaires)

Legal name

IREP Institut de Recherches et d'Etudes Publicitaires

Website

https://irep.asso.fr

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1–10 employees

Short description

IREP is a French non-profit professional association, founded in 1957, serving approximately 100 member companies in advertising, media, and research through market measurement (BUMP), a 2,000-document research database (Com'Search), and industry forums and seminars.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership subscriptions: Annual membership fees charged to brands, agencies, media companies, research institutes, and educational institutions. Tiers based on company size (Grande entreprise, ETI, PME, startup, consultant, grande école/university, foreign company). Year 1 receives 20% discount on standard rates.
2. Event participation fees: Non-members can register for IREP Forum seminars at higher rates (415€ HT standard, 305€ HT for special categories). Additional participants from member companies pay 220€ HT per session.
3. Com'Search document credits: Non-members can purchase individual documents or credit packs to access the research database. Single document: 35€ HT. 5 credits: 150€ HT. 10 credits: 250€ HT.
4. Market research reports: Sale of specialized studies such as the Baromètre du Marché Publicitaire Local (1,490€ HT for members, 2,190€ HT for non-members).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels13 records

Core offering

IREP provides independent research, market measurement, and knowledge dissemination services for the French advertising and communication industry. Its core deliverables include the BUMP unified advertising market barometer (produced with France Pub and Kantar Media), the Com'Search database of nearly 2,000 research publications, the IREP Forum seminar program, and bespoke consulting through IREP Conseil, all delivered to member companies across brands, agencies, media sellers, and research institutes.

Product overview

IREP is a professional association (created October 18, 1957) offering a platform-based service centered on research, studies, and events for the advertising and communication industry. The core offerings include: BUMP (Baromètre Unifié du Marché Publicitaire) providing unified market measurement; Com'Search database with nearly 2000 publications on communication and media research; IREP Forum seminars held three times annually; and IREP Conseil consulting services. The portfolio also includes specialized publications like L'Essentiel de l'efficacité publicitaire and joint white papers with CESP on advertising attention. Membership-based model with credit purchases available for non-members accessing individual documents.

Differentiator

Problem solved

Functional benefit

Brands

• BUMP (Baromètre Unifié du Marché Publicitaire): The unified reference measure for the economic health of the media and communication market, produced in partnership with France Pub and Kantar Media.
• Com'Search
• IREP Forum
• P'tit Déj Débat
• After de l'Expertise

Products and services

• BUMP (Baromètre Unifié du Marché Publicitaire) Reference measure of the economic health of the French media and communication market, providing quarterly and annual results on advertising revenue across all media channels. Produced in partnership with France Pub and Kantar Media and published in BUMP results articles.
• Com'Search database Searchable research platform containing nearly 2,000 documents and articles on studies and research in communication, advertising, marketing, and media. Access reserved for IREP members; non-members can purchase individual documents or credit packs.
• IREP Forum seminars Three morning seminars per year featuring presentations and replays on strategic and prospective themes for understanding the communication ecosystem (e.g., Commerce Next Generation). Organized in partnership with UDECAM and other industry bodies.
• P'tit Déj Débats Debate sessions held four times per year covering strategic industry topics and current issues in communication and media. Breakfast debate format for members.
• After de l'Expertise Expert sessions held once or twice per year focusing on specialized topics.
• IREP Conseil Custom consulting services including mono or multi-country project development, B2B or B2C market studies, and bespoke training programs coordinated through the Scientific Council.
• Baromètre du Marché Publicitaire Local Annual exclusive analysis of the local advertising market dynamics across all media channels with 5-year historical data and qualitative research with industry professionals. Priced at €1,490 HT for IREP members and €2,190 HT for non-members.
• GT LES ESSENTIELS publications Working group publications synthesizing essential knowledge on advertising, communication, and media topics with expert contributions.
• L'Essentiel de l'efficacité publicitaire Collaborative first edition publication providing a shared definition of advertising effectiveness, key indicators, measurement types, future challenges, and recommendations for communication strategy management.
• Livre blanc sur l'attention publicitaire (1er and 2e volet) Joint white paper series with CESP providing neutral, independent analysis of advertising attention measurement approaches in France and internationally, with six key issues and six main recommendations per volume.
• Observatoire de la Filière Communication Monthly economic dashboard tracking the confidence index of communication sector companies, published in partnership with Filière Communication.
• Com'Search Document Credits Credit-based access system allowing non-members to purchase individual documents from the Com'Search database, with packs available at 1 credit (€35 HT), 5 credits (€150 HT), or 10 credits (€250 HT), plus a Pack Commerce Next Generation (€200 HT).

Quantifiable outcome

• BUMP provides quarterly and annual advertising expenditure data for the French market
• +2 more outcomes

Named customers40 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Printemps des EtudesminorGTM or Marketing Partner · 2 July 2026IREP is a partner of the Printemps des Etudes, the 14th edition taking place September 24-25 at Palais des Congrès, Porte Maillot, Paris. The event combines exhibition, conferences, meetings, testimonials and expertise.
• CESP (Centre d'Etude des Supports Publicitaires)coreStrategic or Co-development Partner · 21 May 2026IREP and CESP jointly published the white paper on advertising attention. The collaboration represents a transversal approach, with the first white paper published in October 2024 and the second volume (on measures and indicators) published in May 2026.
• Adwanted Research AwardsminorGTM or Marketing Partner · 23 March 2026IREP is a partner of the Adwanted Research Awards 2026 organized by The Media Leader, along with Adetem, Syntec Conseil, and Union des marques. The awards highlight innovative initiatives in insights for brands.
• France PubcoreStrategic or Co-development PartnerFrance Pub co-hosts the BUMP (Baromètre Unifié du Marché Publicitaire) results presentations with IREP and Kantar Media. BUMP is the reference measure of the economic health of the French media and communication market.
• Kantar MediacoreStrategic or Co-development PartnerKantar Media is a co-publisher of the BUMP, providing market measurement data and analysis for the French advertising market quarterly and annually.
• UDECAM (Union des Entreprises de Conseil et Achat Média)coreStrategic or Co-development PartnerUDECAM co-presides the IREP Forum events. The partnership brings together media consulting and buying companies for industry events on topics such as Commerce Next Generation.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Nielsen: Nielsen is a global audience measurement, consumer insights, and media analytics firm. It is a broad incumbent peer because it delivers advertising market data and consumer research to the same advertisers and agencies IREP serves, but at global scale with proprietary panel and technology assets that IREP (a content and convening body) does not match.
• Kantar Media: Kantar Media is one of the world's largest advertising intelligence and audience measurement providers. It is a broad incumbent peer because it offers overlapping capabilities (ad spend tracking, audience measurement, syndicated studies) that compete with IREP's BUMP and Com'Search, but as part of a much larger global portfolio rather than as a specialized French industry body.

Direct peers

• WARC: WARC is a global subscription database of advertising effectiveness research, case studies, and best practice. It is a direct peer to IREP because it offers a paid research content platform serving advertisers and agencies worldwide, with a comparable positioning to Com'Search but at global rather than French-market scope.
• UDECAM: UDECAM is the French trade association for media consulting and buying agencies (agences conseil en achat média). It is a direct peer because it represents the same advertising ecosystem on the agency side, co-presides IREP Forum events, and shares the same member community of media agencies and advertisers.
• Médiamétrie: Médiamétrie is the French audience measurement institute covering TV, radio, digital, and cinema. It is a direct peer because it operates as an industry-funded research body delivering market intelligence to the same French advertisers, agencies, and media owners that IREP serves, and is itself an IREP member.
• France Pub: France Pub is the French trade body representing advertising media (TV, radio, press, outdoor, digital). It is a direct peer and partner because it co-publishes BUMP with IREP and Kantar Media, and serves a substantially overlapping French advertiser/agency member base.
• ESOMAR: ESOMAR is the global professional association for market research, social research, and opinion polling. It is a direct peer because it operates as an international industry membership body for research practitioners - exactly the institutional model IREP uses at French national scope - covering overlapping audiences with market and advertising research content.
• ARPP (Autorité de Régulation Professionnelle de la Publicité): ARPP is the French advertising self-regulatory body governing ethics, advertising content rules, and professional standards. It is a direct peer because it operates in the same institutional layer as IREP - a non-profit industry body funded by advertisers, agencies, and media - serving overlapping French advertising constituencies.
• CESP (Centre d'Etude des Supports Publicitaires): CESP is the French research center focused on advertising media effectiveness, measurement, and audience studies. It is a direct peer of IREP because both operate as industry-funded research bodies serving the French advertising ecosystem, and they jointly publish the white paper series on advertising attention.

Emerging players

• The Media Leader (Adwanted Group): The Media Leader is a French/European media industry news and events platform that organizes the Adwanted Research Awards and partner events with IREP. It is an emerging player peer because it operates in the same French ad industry content and events space, with a more digital/news-led model versus IREP's research-database model.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Customer concentration

• Xx.com/irepasso
• LinkedInlinkedin.com/company/irepinstitutderecherchesetd'etudespublicitaires

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IREP (Institut de Recherches et d'Etudes Publicitaires)