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Standing on the podium, in his moccasins, microphone in hand, Patrick Le Lay revolves not around the pot: "the 2006 World Cup is not profitable for TF1.". Thursday, may 18, during A press conference devoted to the world, the President of TF1 confess straight: the investment for the 24 "best games" of the World Cup including the final on July 9 will be covered by advertising investments or the sponsorship of advertisers (SFR, 118.218, Crédit Agricole, Toyota).

Dock of the Point-of-day, at Boulogne, Martine Hollinger, Director General at TF1 publicity, aligns the digits: "we have invested 100 million euros, describes it. But, at the same time, we should cash revenue pub EUR 60 million and 13 million net of sponsorship. "A projected loss flirting between 25 and 27 million euros. But she is quick to qualify: "all the screens of the beginning of the competition are already systematically filled and, especially, many advertisers remain closed wait positions, choosing to officiate at the last moment on the path of the France team.

TF1 navigates more solitary. M6, little new in the Court of the great football, refused to speak on the subject of the return on its investment. It acquired 31 matches for 27 million, and already, the market is betting on 10 million euros of investment pub. Either a predictive global loss of EUR 17 million. On Canal , which was negotiated in the last moments with his famous TF1 24 best games and which will broadcast the final and the nose and M6 beard full meetings (sometimes clear, sometimes in encrypted), it makes no secret of the small size of the revenue expected: "the football rights should, of course."effect of bargain on our advertising revenue, says Roger Coste, Director General of Canal Board, but we did to not expect more than 1.7 million euros, as we do not have more than a dozen of advertising. "While the encrypted string disbursed between 4 and 4.5 million euros for the dissemination of the games.

The beautiful time of TF1

French feature Not really. A few days ago, a study of agency Universal McCann Germany, devoted to the German advertising market, media reported "that many TV stations still have available time" and that "the other media radio and display, Editor's note are unable to sell their premium pack: panels and sites offer reductions up to 50. Before concluding: "it is strange to observe that, after the passion aroused by football there is little time, advertising, during the World Cup, is in decline."

Strange situation that obscure the variety of articles on the gigantic business of the world and non-less huge profits that it should generate. Fifa (International Federation of football) table on a turnover of 2 billion euros and 1.1 billion profit, winning players empocheront bonuses as great that confidential (it evokes the figure of 300,000 euros for the Germans in victory). As key partners of the France team, they have all signed again for four years and the network of the "top sponsors" (Adidas, Canal , Carrefour, Crédit Agricole) has developed with the arrival of Suez. In the end, is not less than EUR 25 million that should report the sponsorship of the team of France. Why television is resort to be the only losers of a world where sponsors and advertisers advertising seem yet heated to white Why especially accept engage in an adventure otherwise improbable, for the less deficit In France in particular at least three excellent reasons, that needs to be told as they tell on TF1, M6 and Canal tactical and financial strategies.

The first, easy to remove, is explainable by the fact that advertising impact is not limited to the period from 9 June to 9 July.

Underrepresented during the period of the world on the basis of early abandonment of the housekeeper of less than 50 years, French consumer advertisers have massively shifted their campaigns and surinvesti in the weeks before the Cup: "TF1 saw its advertising revenues grow 11 in April and 13 in may, details a financial analyst. On M6, its investments grew 11 in April and 26 in May. TF1 and M6 announced, in a predictive way, an average increase of 8 and 6 of their revenue for the second quarter. But, without a real advertising carnage, they should all two at least meet their forecasts. Even exceed. "Even if, according to the same, the impromptu burst of Canal in the game mechanically snack of about 20 the hearing of M6 and therefore its tariffs:" A beautiful shot of TF1. ", believe.

A bitter battle

But there is a second reason, much more strategic: the effect of image. Unlikely, indeed, for TF1, the first trade chain, do not appear as a major World Cup player. Even if it had to pay the price very: "TF1 had to negotiate the rights of the foot for 2006 in 2000, two years after the victory by the team of France of the World Cup and the year of his triumph in European Cup, at a time when prices were up," gauge a second analyst. A bad "market timing" in financial jargon. But also an essential investment. As it would have been equally improbable that Canal , the foot chain which, each year is EUR 600 million on the table for the exclusivity of the France Championship, missing drum games of a fundamental event on the chapter of its image.

Finally, and especially French feature looms on the horizon 2007 the "cake" of advertisers in the large distribution which, for the first time, will have access to the advertising screens of large radio chains. Or more than 200 million of advertising revenues, allocated on a priority basis to broadcasters offering the best general-purpose profile. Hence the offensive full-bodied of M6, incomprehensible to many, but perfectly readable for the financial market: "M6 is obliged to assume his status of general-interest channel and therefore to invest in football and the cup of the world if it is to be ensured to have a share of the cake of the distribution, is an analyst.". Regardless that it loses from time to time, of the money and did not get an immediate return on investment: the chain is a strategy in the long term. "Today concurrent other microwave channels. And tomorrow, sitting his image of large general-interest channel new media Internet, mobile and iPod against which the battle is likely to be particularly harsh.