Delighted by the hearings raised in the first five games of the Blues during the FIFA competition, the channel still hopes to capitalize on the next two games, and why not, no longer in the event of a victory on Sunday in the final.
by Brice Laemle
Kylian Mbappé was not the only one to jump for joy when Harry Kane missed his equalization strike on Saturday 10 December. At TF1 also we rubbed our hands with the final whistle of a meeting that saw the French team beat England (2-1): the channel will be able to broadcast two additional games from the Blues during this World Cup 2022 in Qatar.
“We are doing a very good assessment of this World Cup so far”, analyzes François Pellissier, deputy director general of TF1 in charge of sports and business, who proudly displays his audience figures. This quarter-final allowed the first channel to achieve its best performance (17.7 million viewers, according to Médiamétrie) from the France-Croatia final (19.3 million) in 2018.
On Saturday, it displays 37, 2 % audience share on average. A level rare enough to be reported. Even if since March 2020, the audience measure now integrates spectators out of home (cafes, bars, smartphones and tablets). A significant modification since this can represent 5 to 10 % of the total audience displayed.
Regardless, correlated with audiences, advertising revenues are also good for TF1. The Kantar Institute notes that if the number of advertisers has dropped for France-England (38 advertisers, eight less than for France-Pologne in the round of 16), gross investments have reached 10.3 million euros, The highest level of competition.
federate
Also, the thirty-second advertising spot was worth an average of 262,000 euros on Saturday evening, a level close to the 280,000 euros in the 2018 final, which took place at the end of the afternoon. “Advertisers responded this year, whether in advertising screens, sponsorships and digital,” confirms François Pellissier.
long-standing partner of the Blues, the television group extended in July its agreement with the French Football Federation (FFF) and UEFA until 2028 by buying all the rights of the French team’s matches . The League of Nations, friendly matches, qualifying matches at Euro 2024, the 2026 World Cup and Euro 2028, will be broadcast on TF1, which prevails to federate around “the biggest sporting events”.
Also, the agreement makes it possible to produce series and documentaries around the life of the French team. An additional way to absorb an investment which is usually not profitable given the high cost of retransmission rights. Like BeIN Sports which broadcasts all of the matches, the front page does not communicate on the sum invested for the World Cup in Qatar, but the first channel had spent nearly 70 million euros for the competition in Russia, in 2018.
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