"The ratings exceed all our estimates, it's amazing!" enthuses a senior executive at TF 1 over the phone. After several months of absolute stress, the front page teams can finally breathe a sigh of relief. On the 14th floor of the Tower, the home of the chain's big bosses, we left for the weekend without fear of being disembarked early Monday morning. This big start to the 2024 school year, which has been prepared for many months, is keeping its promises for the moment.
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The main reason for satisfaction was the thunderous start of "Plus belle la vie, encore plus belle". The former soap opera of France 3, arrested in November 2022 by the public service, was resurrected on Monday, January 8 at 13:40 pm in front of 3 million people (29% of those present that noon in front of the TV). Since then, the success has not been denied: 2.8 million viewers on average in this first week, i.e. 28.3% of the overall audience. And 43% audience share among the famous women responsible for purchases under 50 (FRDA-50), which advertisers are targeting as a priority.
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