France's TF1 tweaks TV ad rates

Daytime rates down; primetime cost to rise

PARIS -- French commercial network TF1 is changing its advertising rates in 2009 in the wake of the financial crisis and attempting to capitalize on the new ad-free mandate for public TV, according to the net's advertising chief.

TF1 will drop its daytime ad rates 4.8% in January and February and by up to 15.7% during morning hours.

The network, however, will increase its rates by 3%-4% during primetime. The move will challenge public TV group France Televisions, which, as of Jan. 5, won't air any commercials after 8 p.m.

"It's important to maintain confidence in our media even in time of crisis," TF1 head of advertising Martine Hollinger told Gallic newspaper Le Figaro.

M6 and Canal Plus, however, plan to maintain their respective ad rate plans, both of which are dependent on ratings. France Televisions will publish its advertising rates for 2009 next week.