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"Daily" audiences soar: TMC's very good deal


Yann Barthès' talk show on TMC has gained 300,000 new viewers in the past year. Decryption.

" Daily ?" It's the only time we turn on the TV. And it is to see behind the scenes that Yves, his fifties, clinical director in Paris, settles in the audience of the show, with his wife Isabelle and their daughter, a law student. Madame likes "the team that doesn't take the lead and the delicacy of the interviews with Yann Barthès". Their daughter, "laugh and get the news without the serious tone of other media".

Among the 300,000 new viewers won between January 2019 and January 2020, from 8:15 p.m. to 9:15 p.m., Mohammed, 30, did not know the program before his arrival in France four months ago, to follow a master's. “I watch it every night, it's accessible and subtle. "It is above all" a textbook case, "according to Philippe Nouchi, director of media expertise at Publicis," because on TV, the trend is rather downward in audiences. "

Three and a half years after its arrival on TMC, "Quotidien" takes off, to the point of having surpassed its ancestor "Le Petit Journal", on Canal +. The talk show had already signed its best year in 2019 (1.5 million followers), with a symbolic record of 2 million viewers on December 2, propelling TMC at this time France's leading channel on CSP + and second on 15-49 years old. January 2020 confirms the breakthrough: it is its best historical month, with a new record at 2 million and on average 1.7 million followers (7.3% of the public present in front of the TV at that time). Or more than double the chain average ...

"We are a counter-proposal"

Among the new followers, 35-49 years old, but above all, those over 50 years old. “The program has become institutionalized. This is no longer the trendy thing for 25-49 year olds CSP +, which remains their core target. In one year, it has gained 30% of viewers over 50, who are no longer afraid of the youthful tone, ”decrypts Philippe Nouchi. The average age of its viewers has also increased from 43 years in 2017 ... to 45 years this season.

"Quotidien" however did not overturn the table, but operated a millimeter moult. “The new formula, since 2018, more readable, more marketed , has taken hold . We have been growing steadily ever since, ”said Xavier Gandon, director of branches of the TF1 group. Each columnist has his own jingle and his theme. “Before, the show changed every day. For a year and a half, we have tidied up our room, "smiles his producer Laurent Bon who, for the first year" feels the power of the show ". And links success to "the era" and the quest for meaning.

"There is a word of permanent debate on TV, of hysterization, of demagoguery, lots of unskilled people who talk about everything and anything ... We, we opted for face-to-face meetings with people legitimate and pedagos. We are a counter-proposal. Since we receive fewer headliners at 8:10 pm, and more intellectuals to calmly understand things, audiences are progressing. "Quotidien" no longer invites politicians to better scrutinize them. "This show avenges people because it shows double talk, and succeeds in talking about the woes of the world without sinking," abounds a former team member.

"Daily is a great cash machine"

It was with François Gemenne, a researcher specializing in global warming, that the talk show, recorded live delayed, ten minutes early, exploded the counters last December. In recent weeks, the philosopher André Comte-Sponville has gathered more than the stars Penélope Cruz or Marion Cotillard.

It is to "Daily" that the young Mila, under fire from critics and threats since she had sharply criticized Islam on social networks, granted her first interview. And competition from the channel suffers, starting with the big sister, TF1, which lost 350,000 viewers between 8:15 pm and 9:15 pm in one year, according to Publicis Media. Part of the newcomers to Daily could also come from M6. But probably no C8 and his "Touche pas à mon poste", hosted by Cyril Hanouna. In fierce competition with Barthès when he started on TMC, he is now well ahead.

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Even if it rejects the term "goose that lays golden eggs", the TF1 group is reaping the benefits. " Daily is a great cash machine," notes Philippe Nouchi. With 3 ad breaks of 9 minutes, at a price of 26,000 euros on average for the 30-second spot, the program sponsored by "Deliveroo" is full of advertisers. "Advertising prices have increased by 20% since 2016", confirms the advertising management of TF1, whose home page on the Internet propels the face of Barthès, with "Record" written in capital letters ... Each evening, according to Publicis estimates Media, 250,000 to 280,000 euros net fall into the coffers, when the cost of a program would be around 120,000 euros. "Quotidien" alone now accounts for half of TMC's advertising revenue.

The team did not make the fiesta however, "by superstition". Officially, Yann Barthès does not put his nose in the numbers, but relishes the 9 o'clock text message, when he receives audiences the day before. The last time the host promised bubbles was in September 2016. He moved to TMC after leaving Canal +, and replaced the “Cobra Alert” series with 300,000 followers. "If we make 1 million in June, we will uncork the champagne," he said.

Source: leparis

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