The advertising spots broadcast during the France-Argentina final, Sunday December 18, will bring up to 330,000 euros for 30 seconds.
by Brice Laemle
A few days before the holidays, it’s Christmas before time for TF1: 20.69 million viewers attended, Wednesday, December 14, in the victory of the Blues against Morocco (2-0) in the semi-finals From the World Cup to Qatar. Favored by an hour of broadcasting in prime time, the front page has won the best audience since 2016, all channels and programs combined, grazing even that of the final of Euro 2016 between France and Portugal (0-1), which had then gathered 20.8 million people on M6. More than 66 % of viewers in France followed the meeting between the men of Didier Deschamps and the Atlas Lions, with a peak at 23.3 million viewers at the end of the meeting.
More broadly, since the start of the competition in Qatar, TF1 has chained audience performance. On average, out of the first 24 games, 7.3 million people will have responded. The double for the six games of the French team, with 14.6 million viewers on average, almost two million more than for the 2018 World Cup.
A large success which is also explained by the fact that the data from Médiamétrie integrates, since March 2020, spectators out of home (cafes, bars, smartphones and tablets). The modification is indeed far from negligible since this new calculation can represent 5 % to 10 % of the total audience displayed. Be that as it may, the clairing of the World Cup in Qatar will have seen all his hopes come true, and even much more. Before the start of the competition, the chain simply tapped on a qualification of the Blues for the quarter -finals. Since then, it’s bonus.
high cost of retransmission rights
Far of fears linked to the consequences of a boycott call, advertising revenues will also have been very good for TF1. The Kantar Institute – which has quantified 120 advertisers on the sixteen games of chickens of this World Cup – estimates that advertising generated 75.8 million euros gross investment.
Thus, the thirty -second spot which will be broadcast during the France -Argentina final, Sunday from 4 p.m., costs an average of 286,000 euros -a level close to the 280,000 euros in the 2018 final -, but Gos away at 330,000 euros for the best placed spots, nearly double the hypothesis where the Blues would not have managed to access the last duel of the competition.
“It is a very good success which is explained by the premium nature offered by the exceptional audiences to advertisers”, confirms François Pellissier, deputy director general of TF1 in charge of sports and business. The latter ensures that advertising remains an essential way to finance the high cost of retransmission rights and that the matches are available in clear.
You have 34.25% of this article to read. The continuation is reserved for subscribers.