Record advertising investment for the champions league final on m6

The Champions League final broadcast on M6 on May 30, 2026, set a new benchmark for advertising revenue, generating over €13 million in gross investments from 90 brands. This figure represents a significant increase compared to the previous year’s edition, which attracted €9.2 million from 93 advertisers.

The highly anticipated match, which extended into extra time and penalty shootouts, drew an average of 6.2 million viewers on M6 alone, with an additional 2.9 million tuning in via Canal+. The 2025 final, broadcast earlier at 9:00 PM without extra time, had a notably lower advertising draw.

Advertising slots totaled 158 spots throughout the evening: 50 before kickoff, 70 during the game, and 38 after the final whistle during the trophy presentation. The core of spending—nearly €8.9 million—was concentrated during the match itself, while pre-match and post-match segments accounted for €1.2 million and €2.9 million respectively.

The most active sectors were quick-service restaurants, fast-moving consumer goods, and retail. KFC led the advertising investment with €568,000, followed by Procter & Gamble (€445,000) and Intermarché (€401,000). The top ten advertisers also included Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën secured the most premium placement with a 30-second spot for its new C3 electric model, valued at €202,900. Meanwhile, Intersport opted for the longest format, deploying a 50-second commercial twice—once before kickoff and again during the match—for a total worth of €119,000.