The decree of 5 August 2020 amending the television advertising regime introduced two flexibilities: it authorized segmented advertising, and opened a period of experimentation allowing television channels to broadcast advertising in favour of cinema. It also provided for the Government to make public a report on the impact of the implementation of these provisions.
The Ministry of Culture has commissioned two impact studies from CMI and Eurogroup Consulting, based on a quantitative analysis of the advertising market since the decree came into force and on qualitative interviews with professionals.
Both studies point out that the development of these new faculties offered to television channels has been greatly slowed by the health crisis, making it premature to interpret their impact on other media as well as on the film sector.
1. Segmented advertising: completion of a new impact assessment within 24 months.
Television services were permitted to broadcast segmented advertising, that is, advertising messages differentiated by location and certain socio-demographic data of viewers. However, this openness has been framed in order to preserve local media (print, radio and local television) and protect young audiences.
The conclusions of the study reveal that this market has finally developed very little during the period, mainly due to the health crisis, and that the impact of this authorization is therefore almost non-existent.
In this context, the authorisation of segmented advertising will be subject to a new impact assessment within 24 months.
2. Cinema advertising: towards an 18-month extension of the experiment, at the end of which a new impact study will be carried out.
The authorization of television advertising for the film industry on an experimental basis was extended for the first time, until October 6, 2022, to take into account the closing of movie theatres for three hundred cumulative days in 2020 and 2021. and then reopening under conditions.
Despite this lengthened period, the impact study points out that the atypical nature of the period and the lack of data make it impossible to fully assess the consequences of this experiment on distribution, attendance at cinemas and the diversity of films promoted.
It is envisaged that the experiment will be extended for an additional 18 months until 6 April 2024, and the sustainability of the measure will be conditional, as originally planned, on the completion of a new impact study.
In this perspective, the Minister has consulted the Authority for the Regulation of Audiovisual and Digital Communication (ARCOM) in order to be able to submit a decree to the Council of State soon.
Consult the impact study “Segmented advertising on television” HERE.
Consult the impact study «Advertising in favor of cinema» HERE.