FranceTV Publicité’s new 2021 Tour de France offers
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Segmented TV and responsibility on the program for FranceTV Publicité's new 2021 Tour de France offers

The world’s most prestigious cycling race is making its big comeback from June 26 to July 18, 2021. As always, France Télévisions will deploy all its TV and digital channels to provide French viewers with exclusive, free-to-air coverage of the entire event on France 2, France 3 and the website.

And for this 108th edition, which gets underway in Brittany, the French public will be pinning all their hopes on reigning world champion Julian Alaphilippe.

This year, FranceTV Publicité is offering its partners the opportunity to associate their brand with the excitement of the Tour de France through two new offers:

  • The “Tour of our Regions” offer to broadcast “addressed” ads in different parts of France as the cyclists are riding through them.

This is the first time that advertisers will have access to segmented TV for a sporting event in France. And it is therefore a real opportunity for them to adapt their communication, making it even more relevant, meaningful and effective.

  • The “Responsible Actions” offer to communicate about their CSR commitments.

As a public service advertising network, FranceTV Publicité wants to create more space for responsibility. And that is what this offer is all about, enabling advertisers to express themselves like never before in a 100% Tour de France context. They will be able to tell the story of their responsible environmental and ethical initiatives with both authenticity and empathy. This is a great opportunity for brands to provide concrete proof of their commitments.

In terms of special operations, FranceTV Publicité will produce a new season of “Dans la roue du Tour”, an exclusive web series starring a young journalist and influencer with a passion for cycling. The series will give fans a playful and entertaining behind-the-scenes look at the famous race.

In 2020, the Tour de France attracted 40 million viewers on France Télévisions (+7 million vs. 2019) and there were 25 million video views on the group’s digital platforms.*

* Médiamétrie – Restit’TV 60 non-consecutive seconds / estat

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