Though the World Cup matches generate big TV audiences on TF1’s linear TV channel, they are also being watched in high numbers online.
On June 18th, the France-Switzerland match attracted more than 17 million viewers on TF1 and another 1 million viewers via the MyTF1 website or app.
“Matches, which are also transmitted online, are financed thanks to advertising, but some [programmers] develop solutions that not only make ad breaks disappear, but also the capacity to finance matches,” eTF1’s Director General Olivier Abecassis said during a hearing at French Senate. “This turns into a major piracy problem because broadcasting an event without monetising it is jeopardising it.”
TV spots prices range between €185,000 and €350,000 whilst ad videos displayed before and during the matches are sold for between €70,000 and €250,000. Prices jump to €400,000 when the announcer’ brand is designed on the whole screen.
TF1 is set to earn between €49 to 61 million from the World Cup, including almost €2 million for digital. But this is still too low to profit as the group is reported to have spend €80 million to air 28 matches.