Le prix d’un spot publicitaire lors de la finale de la Coupe du Monde de Rugby

La finale de la Coupe du Monde de Rugby se joue ce dimanche et les médias commencent à mettre les petits plats dans les grands pour cet événement exceptionnel (Infosport va dédier 17h de son antenne au match entre la France et la Nouvelle-Zélande).

Mais qui dit finale, dit forte audience et donc une opportunité de communication majeure pour les annonceurs et une source de revenus importante pour les médias diffusant le match. TF1 l’a très bien compris et a fixé le prix d’un spot publicitaire de 30 secondes durant la finale de la Coupe du Monde de Rugby à 125 000 euros. Habituellement, la chaîne ne passe pas la barre symbolique des 100 000 euros (sauf pour le prime-time) mais avec le parcours de l’équipe de France et les bonnes audiences (malgré les horribles commentaires de Christian Jeanpierre),TF1 a augmenté ses tarifs publicitaires tout au long de la compétition.

En effet, en demi-finale, les tarifs avaient ainsi augmenté de 170% passant de 37 000 à 100.000 euros (bruts) le spot de 30 secondes. L’autre demi-finale, Australie-Nouvelle Zelande, s’était elle vendue à 50 000 euros le 30 secondes. Pour la finale de dimanche, qui opposera la France à la Nouvelle Zelande, les tarifs augmentent de 190 % et les annonceurs devront donc s’acquitter de 125 000 euros pour un spot de 30 secondes. Selon Yacast, cabinet d’études spécialisées, la finale devrait à elle seule rapporter 7 millions d’euros pour TF1, portant les recettes totales du groupe aux alentours des 26 millions d’euros.

Néanmoins, cette somme ne devrait pas suffire à équilibrer les comptes de la chaine numéro 1 française. En effet, lors de l’appel d’offres média en 2006, TF1 avait mis sur la table 80 millions d’euros pour acquérir les droits TV et internet des Coupes du Monde 2007 et 2011, soit 40 millions d’euros par édition. Même si la chaine a récupéré 13 millions d’euros pour la revente de matchs à Canal+ et France Télévisions, il devrait manquer un petit bout d’argent pour permettre à TF1 de retomber sur ses pattes. Petit bout d’argent qui importe peu pour TF1 car la Coupe du Monde de Rugby a permis à TF1 de maintenir son statut de chaine numéro 1 et son audience avec cet événement de prestige, comme le dit Daniel Bilalian, le patron des sports de France Télévisions, la chaîne concurrente : « Si vous êtes un grand restaurant, vous ne vendez pas tous les jours de caviar. Mais si vous n’en avez pas, vous n’êtes pas un grand restaurant ».

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