FranceTV Publicité Celebrates Record Year in 2024, Sets Sights on 2025 Ambitions
In an exclusive interview with The Media Leader, Marianne Siproudhis, head of FranceTV Publicité, reflects on an extraordinary 2024 marked by historic achievements and record-breaking results. The year, fueled by the Olympic and Paralympic Games in Paris, saw the advertising arm of France Télévisions surpass €500 million in turnover—a 17% increase from 2023. This milestone is notably significant, as it represents the highest revenue since the elimination of prime-time advertising in France.
Siproudhis attributes this success to the enduring power of television as a medium of trust and attention. “Television remains the media that brings together and thrills the French,even in a hyper-fragmented ecosystem,” she explains. the integration of Total Video advertising, combining linear TV, digital, social networks, and special operations, played a pivotal role in delivering massive and qualitative coverage for advertisers.
Key Lessons from 2024
The standout lesson from 2024 is the effectiveness of Total Video advertising. By blending customary and digital platforms, FranceTV Publicité offered advertisers unparalleled reach while maintaining rigorous campaign measurement. “What advertisers particularly like are the public service values, the editorial context produced in France at the heart of our territories, and a very low advertising burden,” Siproudhis notes.
The Olympic Games were a game-changer, not only in terms of audience engagement but also in redefining advertising strategies. The event showcased the potential of combining live broadcasts with digital interactivity, setting a new standard for future campaigns.
Strategy for 2025
While 2025 may not match the olympic-driven heights of 2024, FranceTV Publicité is determined to maintain momentum. the focus will be on returning to 2023 revenue levels while advancing the Total Video premium approach. This strategy emphasizes thematic advertising tailored to brand needs, such as sports, news, culture, and climate.
“We are convinced that advertising effectiveness requires editorial quality and audience attention,” Siproudhis asserts. The company will also prioritize technological advancements and lasting advertising practices, including carbon impact indicators and audience-amiable formats.
The Rise of france.tv
A cornerstone of France Télévisions’ digital strategy, the france.tv platform, has emerged as a powerhouse in the streaming landscape. With 34 million unique monthly visitors in 2024, it is France’s leading free streaming platform. Boasting an extensive catalog of 500 films, 200 series, and 400 documentaries, the platform offers over 49,000 hours of content.Siproudhis highlights the platform’s unique appeal: “Our france.tv platform comes alive by creating links between content, public service values, and interactions with our audiences.” Its ability to host major national events, such as the Olympic Games and special broadcasts like the Notre-Dame de Paris reconstruction, reinforces its role as a unifying force.
Advertisers are drawn to the platform’s low advertising load—just 3 minutes per hour—and its alignment with public service values. “What particularly appeals to advertisers are the public service values, the editorial context produced in France at the heart of our territories,” Siproudhis explains.
Innovations from the Olympics
The Olympic Games not only boosted viewership but also catalyzed innovation in advertising. Siproudhis describes the event as a turning point, accelerating the adoption of new formats and technologies. “We are accelerating our service strategy by intensifying the technological platform of our management,” she says.
Thes innovations are expected to shape future campaigns, with a focus on interactive and immersive advertising experiences.
Summary of Key Achievements and Goals
| Aspect | 2024 Highlights | 2025 Goals |
|————————–|————————————————————————————-|——————————————————————————–|
| Turnover | €500 million (17% increase from 2023) | Return to 2023 levels, advance Total Video premium |
| Audience Reach | Historic audiences driven by Olympic Games | Maintain strong engagement through thematic advertising |
| Digital Strategy | france.tv platform: 34 million unique monthly visitors | Expand platform offerings, enhance technological capabilities |
| Advertising Formats | Total Video advertising combining linear TV, digital, and social networks | Develop sustainable, audience-friendly formats with carbon impact indicators |
as FranceTV Publicité prepares to relocate its management near the France Télévisions headquarters in spring 2025, the company remains committed to its mission of delivering high-quality, impactful advertising while upholding public service values.
For more insights into the future of advertising and digital strategies, explore how FranceTV Publicité is shaping the media landscape.
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This article is based on an exclusive interview with Marianne Siproudhis, head of FranceTV Publicité, as reported by The Media Leader.For further details, visit the original interview here.
FranceTV Publicité’s Bold Vision for 2025: Revolutionizing Advertising with cross-Media Measurement and AI-Driven Platforms
In a rapidly evolving media landscape, FranceTV Publicité is positioning itself as a trailblazer, redefining how advertisers connect with audiences. With the launch of Médiamétrie’s cross-media measurement in 2025 and the integration of advanced AI tools into its ADspace platform, the company is setting new standards for transparency, efficiency, and creativity in the advertising industry.
The Cross-media Measurement Revolution
One of the most significant developments in the French media market is the introduction of cross-media measurement by Médiamétrie. This groundbreaking initiative will unify TV and digital audiences under a single measurement framework, offering advertisers unparalleled clarity and comparability.
“Cross-media measurement is a revolution that we actively support,” says M.S., a spokesperson for FranceTV Publicité. “it will make it possible to compare and unify TV and digital audiences on the same basis, making the market more readable for advertisers.”
francetv Publicité has already invested in advanced measurement tools to prepare for this transition. The new tripartite cross-video committee, set to launch in the first quarter of 2025, will play a pivotal role in defining future measurement standards. This committee will ensure transparency and clarity for TV players and other video platforms, fostering a more cohesive advertising ecosystem.
YouTube vs. Traditional TV: A Misleading Comparison
The rise of digital platforms like YouTube has sparked debates about their dominance over traditional TV.YouTube recently claimed to be “the leading channel in France,” but FranceTV Publicité challenges this assertion.“These statements are more about dialog than reality,” says M.S. “Compare YouTube to a TV channel is misleading. A TV channel meets strong editorial responsibilities, legal obligations, and generates an audience measured by third parties. YouTube is a video player with a entirely different function. It’s not comparable.”
This distinction underscores the unique value of traditional TV,which remains a cornerstone of quality content production. As M.S. notes, “TV media in France is the cheapest in Europe, if not the world. This must be taken into consideration when funding quality content.”
Innovating Advertising Formats
FranceTV Publicité recently introduced a 20-second linear pivot advertising format, sparking discussions among creatives and advertisers. While the format has drawn mixed reactions,the company emphasizes that its focus is on pricing rather than dictating creative standards.
“We do not claim to dictate the creative format of the campaigns,” explains M.S. “What we are saying with this progress is that the reference of this index 100 for 20 seconds is not aimed at advertising creation but rather at the price of this format.”
the evolution of pricing scales is essential to sustain the production of high-quality content.Interestingly, the price per second for a 30-second ad is lower than that of a 20-second ad, highlighting the need for strategic pricing adjustments.
ADspace: The Future of Advertising Platforms
At the heart of FranceTV Publicité’s strategy is ADspace, a transactional and service platform launched in 2019. Already generating 60% of the company’s turnover, ADspace connects 45 media agencies and nearly 200 buyers daily.Designed with B2C standards in mind, ADspace offers a seamless user experience, enabling advertisers to purchase spot-by-spot ads, digital placements, segmented TV, and exclusive sponsorship offers.The platform also provides access to planning tools, budget consultations, and invoice management.
In May 2025, ADspace will introduce AI functionalities that offer personalized recommendations based on advertisers’ objectives. These enhancements are expected to boost productivity and save time for customers and partners, further solidifying ADspace’s role as a cornerstone of FranceTV Publicité’s strategy.
Key Takeaways
| Initiative | Impact | Timeline |
|——————————-|—————————————————————————|———————–|
| Cross-media measurement | Unifies TV and digital audiences, enhancing market readability | 2025 |
| 20-second ad format | Focuses on pricing rather than creative standards | Implemented |
| ADspace AI integration | Offers personalized recommendations, boosting productivity | May 2025 |
Looking Ahead
As FranceTV Publicité prepares for 2025, its commitment to innovation and transparency is clear. By embracing cross-media measurement, refining advertising formats, and leveraging AI-driven platforms, the company is not only addressing the challenges of today but also shaping the future of advertising.
For advertisers seeking to navigate this dynamic landscape, FranceTV Publicité’s forward-thinking approach offers a roadmap to success. Explore how ADspace can transform your advertising strategy and stay ahead in an increasingly complex media world.
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This article is based exclusively on information from the provided source. For further insights, visit The Media Leader and Médiamétrie.
The Future of Public Service advertising: Mergers, Complicity, and a Decade of Innovation
The French media landscape is undergoing significant transformations, with discussions around the potential merger of public service advertising agencies, FranceTV Publicité and Radio France Publicité, taking center stage. This comes at a time when the local radio network has been unified under the Ici brand, marking a new chapter for Radio France.In a recent interview, M.S.,head of FranceTV Publicité,shared insights on these developments,emphasizing the importance of collaboration and innovation in an increasingly fragmented media ecosystem.
The Merger Debate: Efficiency and Vision
The idea of merging FranceTV Publicité and Radio France Publicité is not new. as M.S. noted, “the question of the merger of Public Service authorities actually comes up cyclically, particularly in discussions around efficiency and the pooling of resources.”
Both agencies already work closely together, but the focus remains on demonstrating the impact of their convergent TV, radio, and web advertising offerings.”What is most crucial for us is to continue to demonstrate the impact and relevance of our convergent TV, Radio, and Web advertising offering,” M.S. explained.
Any potential merger would require a clear and unified vision for the future of public service advertising.”Such reflection could only be undertaken with a clear and concerted vision of what we wish to build at the scale of the Public Service,” M.S. added.
Télé.visionnaire 2025: Exploring Complicity
On Febuary 10, francetv Publicité will host its Télé.visionnaire 2025 event, with “complicity” as its central theme. This choice reflects the role of public television as a unifying force in a fragmented society.
“Complicity is a very important subject in a fragmented France,” M.S. stated. ”Our public television is a society: it supports the french on a daily basis and allows them to find each other. It is a permanent space for social connection and proximity.”
the event will delve into the various forms of complicity, from the relationship between presenters and audiences to the dynamic between brands and consumers. Experts, creatives, and even a philosopher will analyze how this sense of connection is cultivated through programming and advertising.
A Decade of Transformation
This year marks M.S.‘s 10th anniversary at the helm of FranceTV Publicité, a decade defined by innovation and adaptation. “These ten years have been marked by numerous transformations, starting with the rise of digital and technology in the service of management,” M.S. reflected.
Key achievements include the introduction of new market indicators like the QRP (Quality Rating Point) and the “Let’s cultivate attention” study protocol. These innovations have helped FranceTV Publicité navigate a challenging media landscape while maintaining its commitment to editorial quality.
“My greatest pride is to have strengthened the central role of FranceTV publicité in a changing media landscape, while upholding our values of commitment and our editorial quality,” M.S. shared. This success has been supported by the confidence of Delphine Ernotte Cunci, President of france Télévisions.
Key takeaways
| Topic | key Points |
|——————————-|——————————————————————————-|
| Merger Discussions | Cyclical debate on merging FranceTV Publicité and Radio France Publicité. Focus on efficiency and a unified vision.|
| Télé.visionnaire 2025 | Theme: Complicity. Explores connections between presenters, audiences, brands, and consumers. |
| 10 Years of Leadership | Innovations like QRP and “Let’s cultivate attention” study protocol. Strengthened role of FranceTV Publicité.|
Looking Ahead
As FranceTV Publicité celebrates a decade of leadership under M.S., the focus remains on innovation, collaboration, and maintaining the relevance of public service advertising.whether through potential mergers or events like Télé.visionnaire 2025, the goal is clear: to foster connection and complicity in an ever-evolving media landscape.
For more insights into the transformation of Radio France‘s local network, check out this article.
