In this week’s egtabite we introduce an example of how broadcasters are partnering with social media companies in order to expand their reach and offering. In France, TF1 PUB has teamed up with Snapchat for the distribution of content from the reality TV show Star Academy. The partnership is part of TF1 Group’s Full Video strategy, which aims to appeal to younger audiences across devices, whether content is watched on linear or on demand, at home or elsewhere. The sales partnership with Snapchat enables monetisation opportunities of the new video inventory on the social platform.
Star Academy is a French reality show first aired in 2001. It includes a daily broadcast in access prime-time as well as prime-time show on Saturday night. It was hugely popular, especially among the younger generations, and is now making its return after ten years of absence. In line with the evolved viewing habits, the new season will benefit from a multi-screen approach by TF1, with content available on TF1, the MYTF1 BVOD platform, and also on Snapchat. The content will thus reach its audience, whether they are nostalgic early fans or social media-savvy young adults.
Incremental reach through social media
In France, Snapchat is extremely popular, especially among young people. The app has over 18 million daily active users, including 72% of people under 34. Star Academy content will be specifically produced for the social media app. Brands thus have an opportunity to reach audiences on Snapchat around TF1’s premium content.
Whilst the TV screen remains the most unifying device for audiences, TV programs are being deployed across all screens. “Today, there are multitude of possibilities for viewers to watch the programs of the TF1 Group,” says Philippe Boscher, Deputy Marketing Director at TF1 PUB. “Our content is now consumed in every universe, whether its linear or digital, at home or away. With the Snapchat partnership agreement, we are offering brands the opportunity to be even closer to their consumers and benefit from incremental reach around the same content,” he adds.
A widening playing field for brands
This means a wider playing field for brands that communicate around TF1’s premium programs, including on TV and on MYTF1, which has 27 million users, as well as on YouTube and now Snapchat. “The approach allows us to reach the nostalgic people on TF1 or MYTF1 but also a whole generation that does not know the Star Academy yet,” Philippe explains. The multi-screen approach is also being developed for other TF1 programs such as Télefoot, 50’ Inside and Vendredi tout est permis.
“The TF1 advertising offer has been considerably enriched with digital, allowing brands to take advantage of our content over longer periods. For example, Stromae’s video on TF1’s 20-hour newscast generated over 13 million views on YouTube. Another program, Télefoot, has nearly 413 million views in total,” Philippe says. “These new inventories, marketed by TF1 PUB through exclusive sponsorship offers, guarantee advertisers optimised targeting to young people through 100% brand safe insertions.”
TF1 also offers other solutions to target younger audiences, including on its AVOD and through segmented TV, which is becoming increasingly popular among brands. “Television still has many arrows for its bow in order to reach young people,” Philippe concludes.
OTHER CASE STUDIES
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV
23. 5. 2024Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language)… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading EGTABITE 406: TF1 PUB TEAMS UP WITH SNAPCHAT FOR THE RETURN OF A HIT TV SHOW
