The competition remains a major issue in terms of image for official TF1 and BeIN Sports broadcasters. The brands are delighted with the choice of the unusual date.
by Brice Laemle
The time of concern already seems far away for TF1 and BeIN Sports, the two TV broadcasters in France of the World Cup in Qatar. Whatever the boycott calls and the unprecedented date chosen by FIFA, football audiences are good so far. The broad victory of the Blues against Australia (4-1) for its entry into the competition was followed by 12.5 million people on TF1, Tuesday, November 22. Or the best audience since June 2021, all channels combined. The marketing price of the thirty-second advertising spot was, that evening, 245,000 euros, according to our information. A price higher than the 200,000 euros in France-Danemark, scheduled for Saturday, November 26 at 5 p.m., and at 120,000 euros from France-Tunisia, which will take place on Wednesday November 30 at 4 p.m., this match having theoretically fewer issues.
End of the case, the broadcasters cross their fingers so that the French team goes as far as possible in the competition, which would make the costs of advertisers increase. The marketing price of the thirty-second advertising spot had reached 280,000 euros for the 2018 final, France-Croatie, and could fly to 330,000 euros this year … provided that the Blues go to the end. “The growth in the marketing price of the advertising spot during the World Cup final would thus be almost 20 % compared to 2018”, analyzes Augustin Pénicaud, vice-president of Havas Play, specialized in support for brands in sport and entertainment.
The public also seems to have answered present at the start of the World Cup which opened on Sunday, November 20, with the broadcast of the Qatar-Ecquer match and brought together 5.1 million viewers on TF1, according to Médiamétrie. An honorable score because, four years earlier, the Saudi Russian-Arabia meeting had been watched by just under 4 million viewers, even if it took place on a Thursday and not a Sunday.
a Showcase for beIN SPORTS
If he has been challenged since its allocation by FIFA in 2010, the World Cup in Qatar still represents a strategic issue for the media both financially and image. For this edition, TF1 will broadcast twenty -eight live posters – all the Blues matches and the final – out of a total of sixty -four meetings and will devote to them up to twenty “bonuses”. In order to be able to broadcast live matches at 8 p.m., the channel chose to advance its newspaper at 7:15 p.m. for three weeks in a row. An unusual schedule which must be maintained until December 6 to promote football but could weaken the audience on the television news of the first chain during the group phases. The Journal of Anne-Sophie Lapix on France 2 A, for example, widely preceded that of Gilles Bouleau on TF1, Monday, November 21 (28.4 % audience share against 14.3 %, according to mediammetry figures ).
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