2023-11-05 05:18:42
Margaux Fodéré // Photo credit: PIERO CRUCIATTI / AFP
modified to
09h26, 05 November 2023
From mid-October, the channels offer Christmas TV films every afternoon. Productions with storylines without depth, but which meet their increasingly young audience. Advertisers see an interesting market share.
They may seem corny. However, every year, Christmas TV films broadcast in the afternoon are a hit, even with the youngest. “It’s not very glamorous, but we get the hang of the game quite quickly. As a result, we have audience peaks, particularly among 15-24 year olds with over 50% of the audience,” underlines Renaud Kayanakis, media specialist at Sia Partners, a management consulting firm.
A winning bet for advertisers
In the afternoon, spots are cheaper than at other times of the day, since the audience is usually lower. But the advertisers’ gamble paid off with the success of these TV films. And the television channels also benefit from it.
“Today, on a Christmas TV film broadcast on TF1, the channel is capable of garnering 200,000 to 250,000 euros in revenue. When we know that a Christmas TV movie costs around 150,000 euros in production, whether the purchase of rights or production”, explains the specialist.
The margins are quite impressive over a time of day that usually does not generate this level of revenue. Enough to perhaps motivate wider French production, because for the moment, the vast majority of TV films from Christmases are American.
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