The passage of the spot from 30 to 20 seconds as the new pricing reference worries advertisers. TF1 wants to play the appeasement card.
It’s a small revolution that makes all players in the advertising market cringe. At the end of September, during the presentation of its new general conditions of sale for 2025, the management of the TF1 group announced a major development: from 2025, spots of 20 seconds and no longer 30 seconds, will serve as a new reference index for the pricing of television advertisements. The vast majority of broadcasters, from M6 to France Télévisions via BFM-RMC or Canal+, have made the same switch.
And caused a stir. The Association of Consulting and Creative Agencies (AACC), which brings together more than 200 companies, took a stand to say “No to the 20-second format on TV”. Bertille Toledano and David Leclabart, the co-presidents of the association, ask questions. “ How can we explain that at a time when the quality of listening and viewing that television offers makes us think more and more of the setting that…
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