French network TF1 is fighting back with audiences and market share significantly on the downslope.
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Though all slots are concerned, some are more problematic. Since the
dismissal of previous anchorman Patrick Poivre d’Arvor replaced by
blonder and younger Laurence Ferrari, the prime-time news edition does
not garner as many viewers as before. It’s more often under the 30%
mark and the formerly huge gap with France 2 news edition is being
reduced.
Harder times are also looming with prime-time evening starting earlier
next January because of PSB partial ad ban and M6’s plan to launch its
own news edition. At the same time, season eight of talent show event
Star Academy is dramatically losing viewers to the benefit of M6
version of UK format The Perfect Diner. Even soccer is finding it hard.
In October, as Mediamétrie’s monthly audience report shows, TF1 was
credited with no more than 26.2% national market share vs 28% one month
before, and 31.8% in October 2007. According to Yacast institute, ad
revenues have fallen 3.7%. At the same time, other networks are
stabilizing their marketshares or raising them.
“TF1’s current business is made with US series, like Grey’s Anatomy and
CSI, whose market shares are still up 40%,” media agency experts say.
“But TF1 will not resist if not renewing itsef .” Others encourage the
network to offer more live shows and more events.
TF1 is not doing nothing to combat the decline. It has just launched
new morning show 10 heures, le Mag, as well as daily soap Seconde
Chance. But current stakes are less concerning daytime than prime-time
slots. And for the time being, nothing is known about TF1’s next
counter-attack.
