Marketing performance measurement companyLaunchmetrics has released an analysis of the 2025 Cannes Film Festival, revealing that the festival generated a record $1.1 billion in Media Impact Value (MIV), with traditional media remaining the leading force despite the rise of digital platforms.
Traditional media outlets accounted for 75% of the festival’s total media impact, generating $824 million in MIV across various platforms. This significantly outpaced other influence channels, with influencers (11%), celebrities (8%), owned media (3%), and partners (3%) making up the remainder of voice types.
France emerged as the top-performing region, contributing $294 million in MIV, representing 27% of the festival’s total media performance. India ranked second with $182.9 million, followed by the United States ($157.2 million), Brazil ($57.4 million), and Saudi Arabia ($53.9 million).
Top Media and Social Platforms
Among media outlets, Brut led with $39.9 million in MIV, followed by Gala ($37.6 million), Sayidaty ($35.3 million), WWD ($15.7 million), and Paris Match ($14.1 million).
Instagram dominated the social media field, accounting for 39% of the social-focused MIV. Facebook captured 18% of social value, while TikTok secured 14%. YouTube (5%) and X (3%) rounded out the major social platforms contributing to the festival’s digital footprint.
Luxury Brands Secure Top Positions
Chopard led all brands with $27.7 million in MIV across 4,500 placements, emerging as the most valuable watch and jewelry brand presence at the festival. Dior ranked as the top fashion brand and second overall with $25.9 million in MIV through 4,200 placements.
Other leading fashion brands included Chanel ($17.7 million), Saint Laurent ($17.6 million), Gucci ($16.3 million), and Armani ($9.7 million).
In the watches and jewelry category, Boucheron claimed second place with $15.6 million in MIV, followed by Messika ($7.3 million), APM Monaco ($7 million), and Cartier ($6 million).
Celebrity Impact
Thai actress Engfa Waraha generated the highest celebrity impact, with a total MIV of $6.7 million, followed closely by fellow Thai personality Malisorn Mali, with $6.4 million.
Rebecca Patricia Armstrong emerged as the most efficient celebrity presence, generating $4.7 million in total MIV with the highest average value per post at $1.5 million. Armstrong also secured the top placement among individual posts, with a single red carpet appearance generating $1.8 million in MIV.
Other top-performing celebrities included Pia Alonzo Wurtzbach and Urvashi Rautela, both of whom generated $3.3 million in MIV.
Event Metrics and Performance
The festival generated 170,000 media placements with an average value of $6,400 per placement. Celebrity voices, while constituting only 8% of the total MIV, delivered the highest value-per-placement ratio among all voice types.
Two emerging fashion brands made notable appearances in the top ten overall brand rankings. Giambattista Valli secured eighth place with $8.3 million in MIV across just 262 placements, while Indian designer Nancy Tyagi claimed the tenth position with $7.6 million in MIV from 344 placements.
Marketing Insights
Launchmetrics attributes the success of top-performing brands to strategic celebrity dressing partnerships and cross-voice marketing strategies. The report emphasizes the importance of striking a balance between direct and indirect celebrity endorsements, while diversifying brand presence across various media platforms, including celebrity engagements and influencer partnerships.
The company’s MIV methodology uses AI and machine learning to assign monetary values to every post, interaction, or article. The algorithm considers both quantitative and qualitative attributes specific to the fashion, lifestyle, and beauty industries, including audience engagement, industry relevance, source authority, and content quality.
According to Launchmetrics, this approach provides “the most holistic view” of marketing performance by enabling brands to benchmark their impact.
Marketing Recommendations
The report concludes with two key recommendations for brands seeking to maximize their impact at cultural events:
First, create cultural impact by leveraging major cultural moments that audiences already care about. The report suggests that brands can create lasting associations by leveraging high-profile opportunities, such as the Cannes Film Festival.
Secondly, inspire customers through cross-voice strategies that tap into diverse influence channels. Balancing direct and indirect celebrity endorsements, while diversifying media presence, can help build brand trust and elevate performance globally.
The 2025 Cannes Film Festival data were collected during the event period from May 11 to 26, 2025.
All images are credited to Launchmetrics. The full report is available here.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Marketing performance measurement company Launchmetrics has released an analysis of the 2025 Cannes Film Festival, revealing that the festival generated a record $1.1 billion in Media Impact Value (MIV), with traditional media remaining the leading force despite the rise of digital platforms.
Traditional media outlets accounted for 75% of the festival’s total media impact, generating $824 million in MIV across various platforms. This significantly outpaced other influence channels, with influencers (11%), celebrities (8%), owned media (3%), and partners (3%) making up the remainder of voice types.
France emerged as the top-performing region, contributing $294 million in MIV, representing 27% of the festival’s total media performance. India ranked second with $182.9 million, followed by the United States ($157.2 million), Brazil ($57.4 million), and Saudi Arabia ($53.9 million).
Top Media and Social Platforms
Among media outlets, Brut led with $39.9 million in MIV, followed by Gala ($37.6 million), Sayidaty ($35.3 million), WWD ($15.7 million), and Paris Match ($14.1 million).
Instagram dominated the social media field, accounting for 39% of the social-focused MIV. Facebook captured 18% of social value, while TikTok secured 14%. YouTube (5%) and X (3%) rounded out the major social platforms contributing to the festival’s digital footprint.
Luxury Brands Secure Top Positions
Chopard led all brands with $27.7 million in MIV across 4,500 placements, emerging as the most valuable watch and jewelry brand presence at the festival. Dior ranked as the top fashion brand and second overall with $25.9 million in MIV through 4,200 placements.
Other leading fashion brands included Chanel ($17.7 million), Saint Laurent ($17.6 million), Gucci ($16.3 million), and Armani ($9.7 million).
In the watches and jewelry category, Boucheron claimed second place with $15.6 million in MIV, followed by Messika ($7.3 million), APM Monaco ($7 million), and Cartier ($6 million).
Celebrity Impact
Thai actress Engfa Waraha generated the highest celebrity impact, with a total MIV of $6.7 million, followed closely by fellow Thai personality Malisorn Mali, with $6.4 million.
Rebecca Patricia Armstrong emerged as the most efficient celebrity presence, generating $4.7 million in total MIV with the highest average value per post at $1.5 million. Armstrong also secured the top placement among individual posts, with a single red carpet appearance generating $1.8 million in MIV.
Other top-performing celebrities included Pia Alonzo Wurtzbach and Urvashi Rautela, both of whom generated $3.3 million in MIV.
Event Metrics and Performance
The festival generated 170,000 media placements with an average value of $6,400 per placement. Celebrity voices, while constituting only 8% of the total MIV, delivered the highest value-per-placement ratio among all voice types.
Two emerging fashion brands made notable appearances in the top ten overall brand rankings. Giambattista Valli secured eighth place with $8.3 million in MIV across just 262 placements, while Indian designer Nancy Tyagi claimed the tenth position with $7.6 million in MIV from 344 placements.
Marketing Insights
Launchmetrics attributes the success of top-performing brands to strategic celebrity dressing partnerships and cross-voice marketing strategies. The report emphasizes the importance of striking a balance between direct and indirect celebrity endorsements, while diversifying brand presence across various media platforms, including celebrity engagements and influencer partnerships.
The company’s MIV methodology uses AI and machine learning to assign monetary values to every post, interaction, or article. The algorithm considers both quantitative and qualitative attributes specific to the fashion, lifestyle, and beauty industries, including audience engagement, industry relevance, source authority, and content quality.
According to Launchmetrics, this approach provides “the most holistic view” of marketing performance by enabling brands to benchmark their impact.
Marketing Recommendations
The report concludes with two key recommendations for brands seeking to maximize their impact at cultural events:
First, create cultural impact by leveraging major cultural moments that audiences already care about. The report suggests that brands can create lasting associations by leveraging high-profile opportunities, such as the Cannes Film Festival.
Secondly, inspire customers through cross-voice strategies that tap into diverse influence channels. Balancing direct and indirect celebrity endorsements, while diversifying media presence, can help build brand trust and elevate performance globally.
The 2025 Cannes Film Festival data were collected during the event period from May 11 to 26, 2025.
All images are credited to Launchmetrics. The full report is available here.
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