“Television remains an extremely powerful medium for advertisers,” according to Jean-Luc Chetrit, general director of Union des marques

“The advertising screens on television are 96% full,” says the general director of the UDM federation, which brings together 250 members. According to him, advertising still has a bright future ahead of it with the rise of streaming platforms.

Jean-Luc Chetrit is the general director of the Union des Marques, an association which represents 250 companies and around 1,600 brands. Its role is to represent and support companies in the field of communication, whatever their size and sector, in order to optimize their image in the public space.

Controversy over advertising books on television

Currently, advertising is at the heart of a battle between television and streaming platforms. It is also at the origin of a revolt in the world of literary publishing, which is up in arms against the provisional authorization of television advertising for books, while it was until then prohibited. This experiment launched by the Minister of Culture, Rachida Dati, will according to certain publishers only benefit large houses which can afford screens. They believe that the operation will only promote known authors who do not necessarily need publicity. However, this experiment is modeled on the one launched two years ago at the cinema. Contrary to what one might believe, it has not only benefited blockbusters. “Television advertising has an advantage, which is that it reaches a very large audience in distant territories.“, explains Jean-Luc Chetrit. “Today, there is a very broad advertising market, in which there are many digital solutions, such as with TikTok’s Book Tokers“, he continues, and this allows smaller publishers to advertise on television.

The UDM is not worried about the future of traditional media

“Advertising on television works! Television advertising screens are 96% full. So advertisers continue to consider television as an extremely powerful, unifying and quality medium”rejoices Jean-Luc Chetrit.

The advantage of television is also to have audience measurement by an independent organization like Médiamétrie. A study of the uses of trust, to which the platforms will adhere by the end of the year or at the beginning of 2025. Even if today, it is very difficult to compare advertising screens to each other, because they do not have the same duration and the hearings are not of the same nature, the work to harmonize the sector is underway. A much-awaited turning point according to him: “We will know the number of people who watch certain content and advertisers are impatiently awaiting that.”

Linear television is not losing ground in the face of platforms! It adapts to uses and even launches initiatives. “There are new screens opening up, and thus we will be able to have a wider offer, and avoid searching in video, digital worlds, perhaps less secure“, he relates. “I don’t believe in the frenzied competition between linear and streaming platforms, but rather I think that we are moving towards a model in which all these players ultimately converge. They participate in the same model, with secure quality content. It is this model that has opportunities for progression“, concludes Jean-Luc Chetrit.