Advertisers make their mark on the Tour de France 2020 with FranceTV Publicité

The 107th edition of the Tour de France, which kicked off on August 29th in Nice, has already proven to be a major audience success for France Télévisions.

A total of 35.8 million viewers* watched the battle for the yellow jersey on France 2 and France 3 over the first two weeks, 9 million more than during the first fortnight in 2019. The competition even recorded an increase of nearly 3 million viewers in the 15-34 age group vs. 2019.

Digitally, 17 million videos have been viewed on France Télévisions’ platforms since the start of the 2020 event, over 20% growth compared to 2019 first two weeks of competition.

Thanks to these impressive performances, brands’ voices are being heard louder and louder at this autumn legendary race.

5 advertisers are sponsoring the 2020 edition on France Télévisions: CENTURY 21, E.LECLERC, FDJ, SENSEO® and SKODA.

FranceTV Publicité has also marketed its “Made in France” contextualized Tour de France advertising slots to the following advertisers: AMORA, ARAMISAUTO, COFIDIS, CREDIT AGRICOLE, E.LECLERC and FDJ, as well as branded content operations such as the web-series “In team Cofidis”.

In total:

• 122 advertisers (an increase of 39% vs. last year) are using the Tour de France advertising slots, including ZWIFT, the advertiser with the largest conventional advertising presence.

• Nearly 70% are new advertisers.

• Advertising revenue from conventional advertising has increased by more than 15%.

The new sporting season on France Télévisions continues with the start of Roland-Garros on September 27th.

* 60 non-consecutive seconds / Médiamétrie – Médiamat – Coverage analysis