PARIS — Reality show “Loft Story,” the controversial French version of “Big Brother,” now is going head-to-head with rival TF1’s top gameshow “Bigdil.”
M6 is moving “Loft Story,” which has been upping ad rates and auds for the channel, to 7:05 p.m. from 6:20 p.m. beginning May 21. Show will have to slug it out with the long-running quizzer, which has dominated the slot for years.
The first nine days of France’s first reality show saw M6’s stock increase by 13% as the show posted record ratings for the channel.
Since the program started at the end of April, M6 has upped the price of a 30-second primetime advertising spot on the show by 62%.
But M6 still has a long way to go to catch up with rival TF1, which took 53% of the advertising market last year compared with M6’s 21.1% and pubcaster France Television’s 21.8%.