France 2023: 290 brands generated €140.8m via advertising on TF1, M6 & France Télévisions (Kantar)

During the 48 matches of the Rugby World Cup 2023 (from 08/09 to 28/10/2023) broadcast on the French private free-TV channels TF1 and M6, as well as by the public broadcasting group France Télévisions (France 2 and 3), 290 advertisers generated €140.8m via the 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 02/11/2023.

The average budget per advertiser was €209.6m for the entire competition (from €70,000 during the match for third place to €383,000 during the group stage). The 2023 World Cup final alone generated €5.7m in advertising revenue, thanks to an average investment of €190,000 by the 30 advertisers who took part in the match.

The French car manufacturer Renault Group is the brand having invested the highest advertising budget, with €4.961 million committed to benefit from visibility during 47 of the 48 meetings, thus ahead of the airline Emirates (€3.340 million; 20 meetings) and the American e-commerce platform Amazon (€3.305 million; 14 matches). Four of…