The highest-audience TV slot, roughly 8:30–10:30 pm, and the most expensive to buy.
Prime time concentrates French television's audience peaks. A 30-second spot in prime on TF1 or M6 trades between €60,000 and €120,000, versus a few thousand euros in daytime or on thematic channels. Access prime time (6–8:30 pm) often offers an attractive audience/price compromise.
Prime time delivers massive, instant reach, but its cost reserves it for established awareness campaigns. For most startups, it's rarely the optimal entry point.
"We reserve prime for decisive moments (national launch, seasonal peak) and build the rest of the plan on access, daytime and addressable TV — where the cost of useful GRP is 2 to 4 times lower."
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