France 2023: €104.9m in TV advertising revenue generated by 274 brands during the first 40 matches

Over the 40 matches in the group stage of the Rugby World Cup 2023 (from 08/09 to 08/10/2023) broadcast on TF1, M6 and France Télévisions (France 2 and France 3), 274 advertisers generated €104.9m via 2,189 adverts shown on screens surrounding the broadcasts (before, during and after the matches), according to figures published by consultancy firm Kantar on 12/10/2023. These figures represent an average revenue of €2.6m per match.

The most visible brand in the group stage of the competition is Renault Group, which was present at 39 of the 40 matches, for a total investment of €3.6m. The French car manufacturer, a major partner of the FFR, was ahead of the American e-commerce group Amazon (10 matches) and the French food group Danone (29 matches), which each invested €2.3m. The most expensive advertising spot was broadcast by Intermarché during France - Italy (60-7, 06/10/2023 on TF1) at a cost of €632,500 for 60 seconds of exposure.

The top 10 advertisers (see below) involved in the competition accounted for 20% (€20.9m) of the total advertising spend by the 274 brands involved. Six…