emmanuel macron - tf1 - bfm tv - la communication

Interviews d’Emmanuel Macron sur BFM et TF1 : un impact contre-productif sur l’engagement publicitaire

  • Retraites, conflits internationaux, grèves nationales… la liste des thématiques abordées par le Président était longue, et les audiences au rendez-vous. La semaine du 9 avril 2018, le président Emmanuel Macron entamait une tournée des plateaux (TF1 et BFM TV) afin de présenter le bilan de sa première année et répondre aux différents sujets du moment.

    Realytics, startup française spécialisée dans la mesure de la publicité TV, s’est penchée sur l’impact potentiel d’un tel programme présidentiel en analysant le comportement des téléspectateurs lors de la diffusion de publicités de treize de ses annonceurs. Ont-ils été plus réceptifs ou au contraire étaient-ils trop concentrés sur la prestation d’Emmanuel Macron pour interagir ?

    Des audiences au zénith

    Comme le notait déjà Realytics lors des  Présidentielles 2017 , la politique attire les foules, et la présence du chef d’Etat booste encore plus l’activité drive to web des téléspectateurs. Selon Médiamétrie, 6,40 millions de personnes ont regardé l’interview du Président sur TF1. Soit près d’un tier de téléspectateurs de plus que d’habitude.

    Même constat pour l’entretien sur BFM TV : ce dernier a été suivi par 3,8 millions de téléspectateurs avec une part d’audience de 16,4%, toujours selon Médiamétrie. Une audience qui se classe deuxième dans l’histoire de la chaîne, après la performance qu’elle avait enregistrée en avril 2017 durant le débat des candidats à l’élection présidentielle (5,5 millions de téléspectateurs).

    Quid du potentiel “drive to web” ?

    Si les audiences ont été particulièrement performantes, Realytics n’observe aucune tractions drive to web sur les annonceurs en campagne autour de ces deux interviews. Au contraire, à périmètre constant (annonceurs et code écran similaire), les réactions drive to web ont diminué de 10% par rapport aux programmes habituels la semaine passée. En d’autres termes, les téléspectateurs ont beaucoup moins interagi avec les publicités, se connectant plus difficilement sur le site des annonceurs que d’habitude.

    Realytics ne maîtrise pas les raisons exactes de ces résultats mais formule plusieurs hypothèses :

    – Cette interview exceptionnelle a probablement engagé toute l’attention et les téléspectateurs n’ont pas voulu perdre une miette des joutes verbales entre les différents acteurs : personne n’a alors surfé sur le web à quelques secondes du début de l’émission.

    – A l’heure du repas (déjeuner pour l’un et dîner pour l’autre), les téléspectateurs sont peut être moins disposés à visiter le site d’un annonceur, étant concentrés à faire la cuisine, manger leur repas, etc.

    – Enfin, l’après interview a été marqué par une réactivité accrue sur les réseaux sociaux comme le montrent les trends topics sur Twitter, produisant nombre de commentaires autant sur les propos du président que sur les interviewers. Une activité qui a peut-être impacté l’attention que portaient les téléspectateurs aux campagnes TV diffusées après le programme…

    Pour aller plus loin, nous vous proposons d’échanger avec Guillaume Belmas, CEO et fondateur de Realytics.

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