The Champions League final on M6 delivered not only thrilling football action but also a record-breaking advertising performance. Broadcasters revealed that 90 advertisers collectively invested over €13 million in gross ad spending, a notable rise from the €9.2 million recorded the previous year with 93 advertisers. The match, broadcast on Saturday, May 30, starting at 6:00 PM, featured extra time and penalties, captivating an average audience of 6.2 million viewers on M6, according to Médiamétrie, with an additional 2.9 million tuning in via Canal+. The 2025 final, aired at 9:00 PM without extra time, had drawn fewer advertisers and lower spending.

The match generated a total of 158 commercial breaks: 50 before kickoff, 70 during the game, and 38 after the trophy presentation. The highest advertising expenditure, nearly €8.9 million in gross value, was concentrated during the match itself. Pre-match and post-match slots accounted for €1.2 million and €2.9 million respectively.

The most active sectors included fast food, consumer goods, and retail. KFC led the ad investment ranking with €568,000 in gross spending, followed by Procter & Gamble (€445,000) and Intermarché (€401,000). Other top investors included Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën secured the most valuable commercial spot of the evening with a 30-second ad for its new C3 Electric, costing €202,900 in gross value. Intersport chose the longest format, broadcasting a 50-second ad twice—once before the match and once during play—valued at €119,000.

The combination of high viewership and peak advertising demand underscored the unmatched appeal of Europe’s premier club football event, making it a prime opportunity for brands to connect with a massive audience.