Qatar 2022/Kantar: 65 advertisers visible on TF1 during France's first 4 matches (187 adverts)

"In total, with 187 spots broadcast (before, during and after each match), 65 advertisers were present during the first four matches of the French national team at the 2022 World Cup (group stage and Round of 16)" on the private free-TV channel TF1, according to data published by the consultancy firm Kantar on 09/12/2022. The France-Denmark match (2^nd match in Group D, 2-1, on 26/11/2022) was the one that mobilised the most advertisers, with 55 visible brands.

Les Bleus' first match (against Australia, 22/11/2022) in the competition is the one that generated the most investment from advertisers (9.3 million euros). "The screens for the first match cost advertisers more because they were shown in the evening on prime-time screens, which are more valuable," said Kantar. The total investment made by brands for each match:
• France - Australia (22/11/2022, 20:00 CET): €9.3m
• France - Denmark (17:00): €9m
• France - Tunisia (30/11/2022, 16:00 CET): €4.7m
• France - Poland (04/12/2022, 16:00): €8.6m

The pay-TV group Canal+ was the most visible advertiser for two of the four matches (France …