Qatar 2022/France: 162 brands generated €151.5m via adverts broadcast on TF1 during the competition

During the 28 matches and three ceremonies of the 2022 World Cup broadcast in France on TF1, 162 advertisers generated €151.5m via 1,292 spots visible on the advertising screens framing the broadcasts (before, during and after the matches), according to data published by the consultancy firm Kantar on 20/12/2022.

This amount is up 37% compared to the 2018 World Cup (€110.5m), which attracted five more advertisers (167) for 1,421 spots broadcast. The value created by brands during the 2022 edition doubled during the final stages of the competition, as the 120 advertisers that aired on TF1 during the group stage generated €75.8m, according to data published by Kantar on 14/12/2022.

Over the whole competition, the electronics and technology manufacturer Apple was the most visible advertiser, ahead of two other American brands: Burger King (fast food) and Amazon (e-commerce). The fast-food chain was given the most expensive advertising spot during the 2022 World Cup: €907,500 for 60 seconds of broadcasting during the Argentina - France final (3-3 after extra time, 4-2 on penalties), on…