Behind the scenes at M6: trends, insights and perspectives

On May 5 in Lausanne, Goldbach Media organised an exclusive lunch with the commercial management of Groupe M6. A special opportunity to decode an advertising market in transition together with decision-makers from media agencies and marketing departments in French-speaking Switzerland.

During his presentation, Jérôme Fouqueray (Programme Director) spoke about the very positive momentum at Groupe M6, driven by new faces and continuously increasing Reach. “Our strategy will continue to combine major events such as live events, shows and sport with high-performing hybrid formats, amplified by streaming and social networks, in order to further strengthen our connection with Switzerland and continue a historic relationship that has existed since 2002.”

Annabelle Guilly (Head of Research) emphasised in particular that “at this event, M6 Unlimited had the pleasure of sharing initial insights from the Tendances 2026 study.” She explained how important it “has become in this time of uncertainty and acceleration to understand emerging trends and profound changes that are sustainably reshaping consumers’ behaviour and expectations. In this global context, it is a real challenge for brands to convey optimism and tell stories of a desirable future. An even more strategic challenge, as pessimism about the future is causing appetite for consumption to stagnate.”

Three major trends are emerging, reflecting new individual and societal needs to strengthen the connection between brands and consumers:

• Adaptive resilience, to convey a sense of control and security
• Micro-worlds in all their facets, to self-regulate one’s own environment “on a small scale”
• Strategic time-outs, to reduce mental overload, slow down and recharge

At the lunch following the presentations, our guests also had the opportunity to speak with Carole Blois Pelras (Head of Sales) and explore these topics in a more informal setting.

Beyond the figures, these discussions above all highlight the accelerated changes in the market and the need for brands to engage with them proactively today. The question is no longer whether TV is changing, but how quickly brands are prepared to adapt.

Impressions from the event

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