Euro 2024: 186 brands generated €145.9m via adverts on TF1 & M6 in France during the competition

186 brands generated €145.9m through the broadcast of advertising spots on the advertising screens framing the broadcasts (before, during and after the matches) of the 25 Euro 2024 matches (from 14/06 to 14/07/2024) shown on TF1 and M6 in France, according to data published by the consulting firm Kantar on 15/07/2024.

Advertising revenue for the brands involved increased by 38% compared with Euro 2020 (€105.5m), even though only two additional advertisers broadcast spots (184 in 2020). In addition, 94 of the brands visible on screen in 2024 were already involved in the competition in 2020.

Nearly half (48.7%) of the total advertising revenue (i.e. €71.1m) was generated by 135 brands on the fringes of the 13 Euro 2024 group stage matches broadcast on the two channels, according to data published by Kantar at the end of the group stage on 28/06/2024. On the other hand, 51 advertisers were only visible during the final phase of the competition.

The brand with the greatest presence throughout the tournament was Renault Group, visible via 34 adverts broadcast during 24 out of 25 matches…