The M6 Group on Tuesday said its results for the first half of 2010. Turnover increased by 9.4% and advertising revenue of 7.4% by M6.
LE FIGARO. – The results of the first half they marked the recovery of accounts?
Nicolas de Tavernost. – The model M6, which is based on two feet, with 55% of revenues related to advertising and 45% due to diversification, proved last year that he could withstand the crisis. In 2009, M6 has been one of the few media groups in Europe to maintain its result. Today, that same model shows that it is also effective in upturns. Thus, our operating profit grew by 23% in the first half of 2010.
Note that all segments of the group – the M6, digital channels, media rights, Internet, Distance Selling … – rose.Accordingly, the group turnover is above the 2008 level, which is not the case in the advertising market. Finally, with an operating margin growth of 2.1 points to 17.9%, the profitability of the M6 is two times higher than its main competitor. This validates the relevance of model M6.
M6 she stood facing the World Cup football?
Firstly, that the advertising market has benefited from a World Cup is not correct. Proof, M6, which was unable to attend matches of the World Cup as opposed to TF1, France Televisions, Canal +, has turned this handicap into an advantage. This is for two simple reasons: three-quarters of advertisers looking for a female audience, which is not the case with football, and during games it is difficult to insert commercial breaks.During the World Cup, M6 has made a good-cons programming including "Love is in the meadow, which was a great success. In the end, the World Cup has cost us about 0.3 point fall national audience but had no effect on our advertising revenue. Instead, in June, our screens were saturated and our advertising revenue in the second quarter increased 12%.
Does that mean you give up to buy sports rights?
I did not say that. M6 continue to purchase rights, particularly in football, but we approach the issue with caution. Today, the cost of rights is too important, even if they have started to fall on those of the France team and those of the Champions League.We acquired two games of the France team in the fall (Luxembourg-France and Bosnia-France) and we will probably go on the tender to be held in September of rights for Euro 2012 and 2016.
The hearing is continuing its erosion of M6. How about it?
Let's review the last ten years. During this period, the M6 has improved its position against its competitors historical. In 2000, we were only 38% of TF1's hearing today, we are at 42%. Better still, we're currently 64% of the hearing of France 2 against 57% in 2000 and we arrive at 95% of the audience at France 3. In absolute terms, of course, the hearing of M6 is increased from 12.7% in 2000 to 10.4% today. But in ten years, the number of channels has increased with TNT. We must therefore measure the audience of all group channels (M6, W9 and channels), which has now reached 14.2%.We have therefore gained market share in a decade.
What are your predictions for the advertising market in 2010?
The rise of television advertising market is due to the very effectiveness of the media, which proved he was still the most powerful. However, after the crisis of 2009, the market still suffers from a decline of 10% compared to 2008. We hope in the second half we find these levels. It should be noted that in the meantime the offer of television has multiplied, and there is more competition on a smaller market. Despite this background, M6 has managed to improve its result. For the whole year, I do not give predictions but I can tell you that in the short term, over the months of July, August and September, the market is not bad.
In addition, W9 continues to grow very rapidly. W9 has a national audience share of 3% and 3.8% on our business targets.She continues to experience strong growth in advertising revenues and is the TNT channel most invested in advertising.
Will you return to innovate?
The M6 has always been innovative, two examples: it has been three years since we have successfully focused on cooking with "Dine With Me" and "Top Chef" of success that will continue in September. We have also developed the second generation of reality: with "Love is in the meadow", "New Star" and "Amazing Talent," which are programs to successful wide audience. The "19.45", launched last September, is already a success that should be amplified, we will pursue innovation in September with the recently highlighted the skills of French artisans.
We have also innovated with our services and VOD Catch Up TV (M6 and W9 Replay Replay).Even if these new services are growing very rapidly, we should keep. Eventually, the TV catch-up will represent between 2% to 4% of the initial hearing of the television and almost as much revenue.
M6 Will he participate in tenders issued by the CSA for the new DTT channels?
Currently, we examine the context of the tender. But be careful to balance the market in France, we are the European countries that saw the most public and private channels to develop.But the market can absorb new channels constantly.
Regarding funding, he must go after the clarification sought by the President of the Republic: government revenue for public broadcasters, private income for private channels, it is the condition of a balanced television industry.
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