Release cause and permanence. This is the paradoxical results of hearings of television for the year 2006. New DTT channels were undoubtedly gained ground on their elders the historic chains totaling an audience share of 13.8 points on average over the year compared to 12.1 points in 2005, according to figures published by Médiamétrie. And yet, the average annual smooth a trend that will in accelerating. Thus, the month of December, the audience share of "Other TV" climbed up to 14.6 points. First victim of this rise, chain leader TF1 with the average audience share in 2006 decreased by 0.7 points, reaching 31.6 points. The same phenomenon affects France 2 who accuses a decline of 0.6 point on average over the year, at 19.2 points of audience share. Only France 3 and M6 are well. The first retains its share of hearing to 14.7 points when M6 gives only 0.1 point to 12.5 points.
But it is not to say to that historic Hertzian television lost the war of the hearing. If they are retreating on the flag of the audience share is the average of the day, they retain all their power on the first part of night, window crucial since it attracts the vast majority of advertising investments. Thus, TF1 still completed 98 of the 100 best hearings (one more than last year), including 9 with the football World Cup. The high point was the gathering of 22.2 million viewers for the game France-Portugal, an audience share of 76.7 points. For its part, France 2 culminated with an audience share of 42.7 points on the broadcasting of the film "The singers". M6, with its American series "Prison Break" and "ncis", reached 25.5 points and maximum audience share of 30.7.
The event surinvesti
There is no mystery: to defend their "prime time", the historic chains have invested heavily on event content. Thus, TF1 has spent EUR 100 million on the Germany football World Cup. This amount represents for a month of competition virtually all of the annual budgets of the new entrants of the TNT! And the opening of television to retail advertising should provide a little more historical chain additional EUR 200 million for the year 2007. What help finance their strategy of reconquest of the hearing. Indeed, for 2007, channels M6 and those of France Television announced that they would put emphasis on their "grid bottom", or the morning, afternoon and the Preview part of evening. The reconquest of this bottom of grid should be allowed to increase the numbers of the audience share.
In terms of advertising revenue, the year 2006 has been rather good, according to figures published yesterday by the national Union of advertising TV (SNPTV). The amount of the gross advertising investment in television has increased by 5.6 to EUR 5.5 billion, or EUR 300 million more than last year. According to the study of the SNPTV, cable, satellite, DTT and ADSL channels collected 12.7 of these revenues, some still lower than that of their audience.
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