August 1, 2021

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Roland Garros: audiences jump on France Televisions, but not advertising

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Roland-Garros was a very good vintage in terms of audiences for France Televisions. The final between Novak Djokovic and Stéfanos Tsitsipás gathered more than 4.4 million viewers, with a peak of 7.6 million, for an audience share of 36.4% on France 2. Unheard of since 2008 in audience share, according to the public group.

But overall, it is all the audiences that were on the rise on France Télévisions, which started the transmission of matches at 11 am (against 3 pm previously). This, in spite of the new competition from Amazon, for the first time exclusive broadcaster of 10 evening matches – the most beautiful posters – including two of the quarter-finals, as well as the matches during the day. The semi-finals and finals were shared with France Télévisions.

Beautiful posters

According to data from Médiamétrie, France 2 attracted an average of almost 1.6 million viewers during this fortnight, or an audience share of 17.6%. This is more than in 2020, which had been a very mixed edition in terms of audience, due in particular to its postponement to the fall, but above all better than 2019 (1.5 million and 17.1%). “This is, in fact, the best level on the two indicators since 2015”, welcomes the public group. Likewise, the average audience on France 3 increased compared to 2019, reaching 1.8 million for an 11.6% audience share.

The beautiful posters at the end of the tournament, the public’s desire for sport after the health crisis and the new audience measurement now including people outside the home (audience in bars, on the office computer, etc.) have play. “The audience figures show that we are able to reach all French people”, welcomes Laurent-Eric Le Lay, sports director of France Télévisions, who adds that the competition from Amazon “has not had any problems. major impact. Even if we regret not having been able to broadcast a match by Roger Federer and some with the French on the Simonne-Mathieu court ”.

Stable advertising revenue

For Philippe Nouchi, expert at Publicis Media, the competition has undoubtedly suffered more from the Euro which started a few days ago, rather than from the competition ofAmazon. This could explain advertising performance that has not jumped as much as audiences. “Over the first eight days of Roland-Garros, gross advertising revenue [hors promotions, NDLR] have even fallen compared to 2019 and previous years, which is a little surprising in view of the global advertising market which recovered well after the health crisis, ”emphasizes Philippe Nouchi.

France Televisions, for its part, ensures that its overall net advertising revenue is stable over one year, at nearly 10 million euros over the entire tournament. In volume, the public audiovisual group has seen the number of advertisers increase from 121 to 145 between 2020 and 2021, all formats combined.

Difficult to have points of comparison with Amazon. According to the French Tennis Federation (FFT), around 1 million “unique” (ie different) viewers watched Roland Garros (not counting the final), but the details of the calculation are not specified. . “We know that they watched an average of more than four hours of competition,” rejoices the media and production director of the FFT, Emilie Montané. The results are very positive. And the success of this fortnight was also decisive for the acquisition of football rights. [ Amazon est devenu le principal diffuseur de la Ligue 1, NDLR]. “

According to our information, the evening sessions would have attracted between 100,000 and 400,000 viewers on the platform of the American giant (unique visitors and those who have already seen the competition). For Emilie Montané, the two offers were “very complementary. In addition, the very large promotion of Amazon has pushed France Télévisions to also surpass itself in this area, which has benefited tennis as a whole ”.

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