During the 2026 World Cup, which starts today, M6 is broadcasting for free 54 gamesincluding all of the French national team's matches. This broadcast is accompanied by a specific advertising rate schedule, with prices varying according to the match, the broadcast time, and whether or not the French national team is playing. The rates notably apply to commercials for 20 seconds broadcast around the time of the matches. They can range from 10 000 euros à 500 000 euros depending on the locations.
A pre-match advertisement costs 70,000 euros without the French national team.
For a match without the French team, an advertisement from 20 seconds broadcast before the live broadcast is priced at 70 000 eurosWhen the French team plays, the price of the same format increases to 135 000 eurosThe presence of the French national team therefore leads to an increase in 65 000 euros for this advertising space.
Matches involving the French national team almost double some prices
The price difference between a match featuring France and one without is significant. In the advertisements shown before the broadcast, the price jumps from 70 000 euros à 135 000 euros, representing an increase of more than 90%This difference demonstrates the commercial importance of the French national team in the valuation of advertising space. A match involving Les Bleus commands significantly higher prices from advertisers than other games.
Penalty shootouts with France can be worth up to 500,000 euros.
The highest rates apply to the most-watched moments of the matches. A commercial shown during a penalty shootout featuring the French national team can cost up to 500 000 eurosThis amount corresponds to the top of the pricing scale. It relates to a very specific moment in the match, when the audience is likely to be at its maximum and viewer attention is particularly high.
The prizes increase with each round of the competition
The pricing structure changes as the competition progresses. The closer the matches get to the knockout stages, the higher the advertising prices become. The French team's performance therefore has a direct impact on M6's potential advertising revenue. Qualification by Les Bleus for the later rounds allows the channel to sell certain airtimes at higher rates.
A final with the French national team is worth much more than a final without them.
The presence of the French national team significantly alters the commercial value of a match. A final featuring Les Bleus would allow M6 to sell its advertising slots at considerably higher levels than for a final without France. For the channel, the stakes therefore lie not only in the number of matches broadcast, but also in the specific matches involved and the national team's performance in the tournament.
