M6 secures record ad revenue for Champions League final broadcast

The Champions League final broadcast on M6 drew an unprecedented surge in advertising investment, with gross expenditures soaring to over €13 million. This marks a significant 41% increase compared to the previous year’s edition.

The high-stakes football encounter, which unfolded on May 30th starting at 6:00 PM, captivated nearly 6.2 million viewers on M6 alone, with an additional 2.9 million tuning in via Canal+. The thrilling match, decided in extra time and penalties, generated substantial commercial appeal.

advertising investment breakdown

Kantar Media’s analysis reveals that 158 commercial breaks aired during the broadcast, comprising 50 spots pre-match, 70 during the game, and 38 post-match during the trophy presentation. The core football action commanded the highest advertising spend at nearly €8.9 million gross, while pre-match and post-match segments accounted for €1.2 million and €2.9 million respectively.

top spending sectors and brands

The fast-food, consumer goods, and retail sectors dominated advertising investments. KFC led the pack with €568,000 in gross expenditures, followed by Procter & Gamble (€445,000) and Intermarché (€401,000). The top ten advertisers were rounded out by Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën’s 30-second spot for their new electric C3 model emerged as the most valuable commercial of the evening, commanding €202,900 in gross investment. Meanwhile, Intersport opted for an extended 50-second format, aired twice—once before kickoff and again during the match—at a valuation of €119,000.

The Champions League final once again proved its unmatched ability to draw both massive audiences and substantial advertising revenue, reinforcing M6’s position as a prime platform for high-impact marketing campaigns.