Driven by ever denser programming and maximum exposure on its various platforms, the group confirms the unifying power of Roland-Garros in the French audiovisual landscape. The performances recorded from this first week demonstrate both the sporting appeal of the tournament and the ability of France Télévisions to transform the event into a popular mass event.
The highest peak was reached Friday evening on France 3, at the time of João Fonseca’s match point against Novak Djokovic. The meeting peaked at 5.5 million viewers for 35% audience share at 8:55 p.m. A particularly high score for broadcast on France 3 in prime time access. The next day, the success of Diane Parry against Amanda Anisimova also strongly mobilized the public: the match ball brought together 4.3 million viewers on France 2, with an impressive audience share of 48%.
Digital is changing scale
Beyond traditional television audiences, this first week above all confirms the spectacular rise in digital uses around Roland-Garros. The france.tv platform already has 35 million videos viewed, an unprecedented level at this stage of the competition. At the same time, the digital channel francetv sport reached 7 million spectators during the week, compared to less than 3 million a year earlier.
This dynamic illustrates the profound evolution of the consumption of live sport. France Télévisions is now capitalizing on a logic of total broadcasting, where audiences are no longer limited to linear channels alone. Multiplication of streams, almost instantaneous extracts, social diffusion and complementarity of screens allow the public group to considerably broaden its reach.
Social networks also constitute another major lever of this strategy. Content related to Roland-Garros has generated 220 million video views since the start of the tournament. A volume which confirms the event’s ability to reach younger and more fragmented audiences, well beyond the traditional framework of television.
A strategic locomotive for France Télévisions
This first record week comes in a particularly competitive context for premium sports rights. For France Télévisions, Roland-Garros remains one of the most structuring assets in its schedule and its digital offering. The event allows the public group to simultaneously consolidate its audiences, its digital exposure and its commercial visibility.
The performance of France 2 during the day bears direct witness to this: the channel displays a daily average of 1.9 million viewers in the afternoon, for a 21.5% audience share, with a record for a first week since 2006.
A.J.
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