The recovery of the advertising market benefits the audiovisual industry.
The M6 group unveiled, Tuesday, July 27, its results for the first half of 2021. It posted a turnover of 645 million euros, up 15.7% compared to 2020. It remains down by 9.7% compared to the same period in 2019, before the health crisis.
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The group's recovery is driven by a sharp increase in advertising revenue to 529 million euros (+ 32%), a sum almost similar to that collected before the crisis, in the first half of 2019.
The first half of 2021 was particularly supported by strong growth in television advertising revenues between April and June. Over these three months, turnover jumped 76.6% to 278.4 million euros. They even exceeded the pre-pandemic level of 7.5%.
The group attributes this progression to two elements.
First, the gradual recovery of the advertising market, which had suffered a violent halt during the first confinement.
Then, the overall increase in audiences for the group's channels, in particular their M6 flagship.
According to Médiamétrie data, their 4 free-to-air channels (M6, W9, 6ter and Gulli) now capture 14.7% of the audience on average.
The “Top Chef” or “Beijing Express” programs remain engines for the M6 channel, which also benefited from 8 matches of the Euro 2020 football in the month of June.
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The group's radio branch (RTL, RTL2, Fun Radio) is also benefiting from the recovery in the advertising market, but to a lesser extent.
Its turnover reached 73.1 million euros over the first six months of the year.
An increase of 21.9% compared to the same period in 2020, but down 11.2% compared to 2019.
The production drinks the cup
If the advertising market has slowly regained its breath this semester, the cinemas, they have suffered the blow.
Closed for most of the semester, the repercussions on M6's production and audiovisual rights branch are heavy.
The turnover of this segment is barely 19.8 million euros.
A 32.3% drop from 2020, when cinemas were only closed for half of the period.
In the announcement of its results M6 cites the films distributed by its subsidiary SND Films, which achieved only 500,000 admissions, three times less than the previous year.
On the cost side, the group has continued to manage squarely this semester, despite more investment in programs.
It was able to achieve an operating margin of 23%, underlining the strong profitability of M6-RTL.