Louise Bernard, with Alexis Patri
Even before the resounding return of “HPI” Thursday evening on its antenna, TF1 was already negotiating significantly higher rates for advertising spots surrounding the broadcast of the series embodied by Audrey Fleurot. Rates that reach records and are explained by the stratospheric audiences of the first season.
Who says audience record, also says ad rate record. With a first season that brought together up to 12 million viewers per episode, the launch of season 2 of the series HPI was eagerly awaited. What both TF1 and the companies that buy advertising spots from it have understood. The ads surrounding the first episode of the second season, which aired on Thursday evening, cost 150,000 euros gross during the first cut, according to the news site puremedias. A record amount excluding sporting events.
To give an idea of the usual rates, TF1 broadcast the series last week A perfect mother. The advertising between C Canteloup and the fiction cost 60,000 euros. For the same slot, the price was Thursday evening of 120,000 euros, double.
More than half of women responsible for purchasing under the age of 50 in front of HPI
The advertisers have in any case done well to bet on season 2 of HPI, because the viewers were there. TF1 brought together an average of 9.5 million French people on Thursday evening and nearly half of the women responsible for purchases under the age of 50 on its channel, the preferred target of advertising.
However, these prices remain far from those of the World Cups. The all-category record dates from 2018: 364,000 euros gross for the first ad break spot during the France-Croatia final.