Clair Posted December 28, 2006 Share Posted December 28, 2006 France has finally bowed under pressure from Brussels and retailers (such as supermarkets) will be allowed to advertise on television from Jan 1st. 2007. Auchan, Carrefour, Leclerc, Decathlon, Sport 2000 et autres will appear on the screen in a way that Tesco and Sainsbury's have always taken for granted in the UK.Since 1968, date of the first TV advertising spot in France, such retailers have not been permitted to sell their brand on the small screen: you could see an advert for Huile Lesieur, but not for Casino where you'd go to buy it!There will be controlled mention of prices, but the change will allow retailers to focus on their look and strategy rather than on the 'price & promotion' which has been the thrust of the warfare up to now... Prepare for the televisual assault! Link to comment Share on other sites More sharing options...
Catalpa Posted December 28, 2006 Share Posted December 28, 2006 There was something about this on the news a few days ago. If I understood correctly: the newspapers are not happy with this change because they see their advertising revenue falling. Facteur Fred will probably be delighted because the quantity of paper publicity he has to deliver with the mail will also fall. Though I suppose La Poste gets some form of payment for the distribution - which means they'll be up in arms too. Grèves on the way, I suspect. [;-)] Link to comment Share on other sites More sharing options...
Clair Posted December 28, 2006 Author Share Posted December 28, 2006 Now now... you are sooo cynical! [:)]Todays' article in Le Monde describes the way the advertising is currenly distributed (radio, boards) and by their own admission, most will decrease their radio budget to allow for TV advertising (Champion) or switch it o the new medium altogether (Casino).See also articles on: Liberation.frLiberation.frCapital.frTelesatellite.com Link to comment Share on other sites More sharing options...
Tay Posted December 31, 2006 Share Posted December 31, 2006 Well, it's just 5 minutes past midnight here, and the first supermarket (Casino) advert has been aired on TF1. As I type this, an Intermarche ad is on! Didn't take long... Link to comment Share on other sites More sharing options...
cooperlola Posted January 1, 2007 Share Posted January 1, 2007 It was quite funny - I was just discussing this with Mr Cooperlola (at around the same time that Tay was watching) and lo and behold, SuperU, Intermarche, Champion, Auchan..... it just went on and on. Link to comment Share on other sites More sharing options...
Teamedup Posted January 1, 2007 Share Posted January 1, 2007 IF tv advertising is expensive, won't our prices consequently go up? Just a thought. Link to comment Share on other sites More sharing options...
The Riff-Raff Element Posted January 2, 2007 Share Posted January 2, 2007 [quote user="Clair"]France has finally bowed under pressure fromBrussels and retailers (such as supermarkets) will be allowed toadvertise on television from Jan 1st. 2007. Auchan, Carrefour, Leclerc,Decathlon, Sport 2000 et autres will appear on the screen in a way that Tesco and Sainsbury's have always taken for granted in the UK.[/quote]I had been led to believe that it was not so much the retaillers as theTV companies who had been angling hard for this change. The story I waspeddled was that while the supermarkets were all in the same boat (ielimited to radio and print), they were all more-or-less happy with thestatus quo The structure of the market in France with the difficulties retailershave in opening new build stores (and, increasingly, even to getpermission to extend or 'improve' existing ones) coupled with thepersistence of a section of the comsumer pool in frequenting smallerretailer and markets means that the supermarkets are far less likely toextend their overall reach than elsewhere.As soon as one begins TV adverts, they will all have to, as the onlygame in town is to increase market share. This is a very expensivegame, and the only real beneficiaries will be the TV companies,advertising bods and associated parasites. The customer pays in the endof course. Link to comment Share on other sites More sharing options...
Dick Smith Posted January 2, 2007 Share Posted January 2, 2007 There is an analysis of the situation here. Link to comment Share on other sites More sharing options...
Clair Posted January 2, 2007 Author Share Posted January 2, 2007 [quote user="Fluffy Kitten"]There is an analysis of the situation here.[/quote]Fluffy, thanks for that interesting link. It does highlight the huge market difference that exist between what is viewed in France as 'libéralisme' and 'protectionnisme' Link to comment Share on other sites More sharing options...
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