“TF1 Séries-Films is the ideal complement for messages in a high-quality environment”

Starting August 4, Goldbach will take over the marketing of the TF1 Séries-Films channel in the Swiss market. Emmanuel Maze-Sencier, International Sales Executive Director at TF1 Publicité, explains the channel’s strategic strengths and outlines the booking opportunities now available to advertisers.

What distinguishes the channel—and what advertising environment can advertisers expect?

The strength of TF1 Séries-Films lies in the diversity and quality of its programming. We offer a thematic environment that enables advertisers to place their messages in a highly targeted manner. By integrating the channel into a media plan, additional reach can be achieved, reaching a net reach of over 90,000 viewers (GC 3+)*. This makes TF1 Séries-Films the ideal complement for advertisers who want to place their messages in a high-quality storytelling environment—at an attractive CPM.

*Source: TV Analytics, average net reach (in thousands), 3+, Whole Day, January to March 2026

The channel is considered particularly attractive for women between 25 and 49 years old. What makes TF1 Séries-Films especially interesting for this target group segment?

What particularly appeals to this target group is the familiar and emotional environment of the channel. Cult series and popular films create genuine moments of nostalgia. Many viewers return regularly to follow their favorite series. According to our study conducted jointly with OpinionWay, more than half of the programs tested on TF1 Séries-Films achieve particularly high engagement. As a result, advertising recall also increases significantly from episode to episode.

Series and films are considered particularly high-quality and “brand safe” advertising environments. What influence does this emotional environment have on the effectiveness of commercials?

Together with OpinionWay, TF1 PUB examined the engagement score of several hundred TV and BVOD programs. The study shows that fiction formats and films are among the most attention-grabbing genres—with engagement values of 86% for French series and 80% for US series.

This high engagement has a direct impact on advertising effectiveness: advertising recall increases by +32%, while attention (+40%) and regular usage (+40%) also increase, and multitasking decreases significantly (–51%). This creates a safe and attention-rich environment for advertisers that sustainably enhances campaign effectiveness.

With TF1 Séries-Films, Goldbach is now complementing its portfolio with nearly the entire TF1 universe. What advantages does a multi-channel campaign across TF1, TMC, TFX, and TF1 Séries-Films offer in the Swiss market?

With the integration of TF1 Séries-Films, we can now offer advertisers in Switzerland a nearly complete TF1 ecosystem.

The advantage of a multi-channel approach lies first in the combination of complementary reach to maximize campaign effectiveness. At the same time, this approach enables stronger anchoring of messages: a campaign can be built on a large scale on TF1 and then further amplified in complementary environments.

Furthermore, media plans can be designed more efficiently overall—with a balanced mix of reach, impact, and cost within a consistent premium environment.

Do you have questions about TF1 Séries-Films? Get in touch.