2026 World Cup / M6: "Cooling breaks generated over 20 % of match advertising revenue" (D. Larramendy)

"The cooling breaks are part of the event’s commercial success because they are different and integrated into an advertising break that is shorter than the halftime break. They therefore attracted a large number of advertisers willing to pay a substantial amount, and generated more than 20% of the advertising revenue from the matches," David Larramendy, chairman of the executive board of the M6 Group, told the French daily L’Équipe on 14 July 2026.

During the semi-final of the 2026 World Cup between France and Spain (0-2), played on 14 July at 21:00 CET, a 20-second commercial spot broadcast on M6 during the cooling breaks was sold for €390,000 (gross, excluding VAT), according to advertising rates published by M6 Unlimited, the group’s in-house sales house. This sets a new record for…