Qatar 2022: 120 advertisers generated €75.8m via advertising on TF1 during the group stage

"Over the 16 matches in the group stage (from 20/11 to 02/12) of the 2022 World Cup, 120 advertisers communicated on the advertising screens framing the broadcasts on TF1 and generated €75.8m gross, i.e. an average of €4.7m per match," according to data published by the consultancy firm Kantar, on 14/12/2022.

"751 spots were broadcast (ranging from 10 to 90 seconds), i.e. an average of six spots per advertiser, but nearly a third of the brands present broadcast more than six; the one with the most spots being Apple (present across 16 matches)," explained Kantar. In addition to the American electronics manufacturer, the most represented brands were the US fast food chain Burger King (13 matches) and the Italian confectionery company Ferrero (11 matches).

Among the matches in the group stage of the competition, those of Les Bleus attracted 65 advertisers for 187 commercials broadcast on TF1, according to data from Kantar published on 09/12/2022. The France-Denmark match (2^nd match in Group D, 2-1, 26/11/2022) was the game that attracted the most advertisers, with 55 visible brands…