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af2m and SNPTV jointly publish the half-yearly results of this marketing method.
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The number of eligible families is increasing and advertisers are answering the call. At the end of the first half of 2023, 6.8 million families had the right to TV, an increase of +9% compared to the first half of 2022. If the 3 telecommunications operators (Orange, SFR, Bouygues Télécom) have distributed their offers to agencies, only The libero is still missing. More than 600 advertisers communicated on segmented TV with beyond 1000 campaigns broadcast, double compared to the first half of 2022. This represents 614 million replacements, with growth of +165% compared to the first half of 2022. The sectors affected are automotive (20%), Tourism/Restaurant (15%), Services (10%), Distribution (9%) and Banking and Insurance (6%, new entry into the TOP 5). As a reminder, the study authors predict 8 million families eligible at the end of the second half of 2023.
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