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La Premiership bat des records, mais reste loin du Top 14

La finale de Gallagher Premiership a opposé cette année Northampton et Bath, les Saints l'emportant 25-21 (Photo by George Wood/Getty Images).

Cela vous a peut-être échappé, mais Northampton a été sacré champion d’Angleterre le 8 juin dernier, en disposant de Bath en finale (25-21).

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Pour la dernière de Courtney Lawes sous le maillot des Saints, Northampton a décroché le deuxième titre national de son histoire, et ce devant une audience record.

La Gallagher Premiership vient en effet de livrer les chiffres relatifs à cette finale, et s’en enorgueillit franchement.

« La foule record, les chiffres de la télévision et l’engagement sur les plateformes sociales reflètent l’événement phénoménal qu’a été la finale de la Gallagher Premiership Rugby 2024 », se félicite Rob Calder, directeur du développement de la Premiership, dans un communiqué.

Voyons dans le détail ce que ça donne. Jusqu’à 1,25 million de personnes étaient en moyenne devant leur télévision samedi dernier, ce qui constitue la plus forte part d’audience jamais enregistrée pour un match de Premiership.

Avec 14,3 % de parts de marché cumulées, soit un téléspectateur sur sept devant le match, les deux diffuseurs, TNT Sports et ITV 1, ont logiquement bénéficié de cet engouement. C’est particulièrement vrai pour ITV 1, qui a enregistré sa meilleure audience sur un match de championnat anglais.

L’engagement sur les réseaux sociaux est un autre motif de satisfaction. 13,1 millions d’impressions sur les réseaux de Premiership Rugby ont été relevées pendant la semaine de la finale, et 3,6 millions de pages ont été consultées sur le site Web et l’application pendant les play-offs et la finale. Des chiffres qui témoignent de l’ampleur prise par les médias sociaux, même dans le cadre d’événement sportif diffusé en direct.

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Ces chiffres en hausse à tous les niveaux, mais sont-ils si bons que ça si on les compare à d’autres championnats ? Nous avons repris les données tirées de la finale du Top 14 2022-2023 pour les opposer à celles de la finale de Gallagher Premiership 2023-2024.

Il en ressort, au premier coup d’œil, que le championnat anglais reste encore bien à la traîne par rapport au championnat de France.

En effet, avec des pays dont la taille et la population sont sensiblement proches, on constate que le Top 14 attire non seulement les meilleurs joueurs du monde, mais aussi un public de plus en plus nombreux et de plus en plus fidèle.

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L’Union Bordeaux-Bègles est ainsi le club le plus soutenu d’Europe quand elle joue à domicile : près de 28 000 personnes en moyenne viennent au stade Chaban-Delmas quand Matthieu Jalibert et ses coéquipiers s’y produisent.

La finale Toulouse – La Rochelle de l’an dernier, par son scénario improbable et de l’ascenseur émotionnel pris en deux minutes par Romain Ntamack (il avait raté une pénaltouche qui aurait donné une munition capitale pour son équipe, avant de marquer un essai en solo sur 60 m et d’offrir la victoire à Toulouse, ndlr), a été un sommet du jeu.

Elle a aussi été un sommet en matière de suivi. En effet, plus de 3,5 millions de personnes étaient devant leur téléviseur en moyenne, avec un pic à 4,6 millions, soit plus de 3,5 fois le pic anglais de la finale 2024.

Logiquement, on retrouve cette différence dans les parts de marché : la finale française de l’an dernier regroupait plus de 20 % de l’ensemble des audiences hexagonales, quand le duel entre Courtney Lawes et Finn Russell a attiré 14,3 % des Anglais présents devant leur télé.

Là où l’Angleterre a un léger avantage, c’est sur l’affluence au stade. C’est avant tout une question de capacité, mais c’est aussi une différence culturelle. Les Britanniques vont plus facilement au stade que les Français. On le constate en comparant ces finales, mais aussi en observant les affluences dans le rugby féminin ou le football, qu’il soit professionnel ou amateur.

Là où la Premiership possède une longueur d’avance, c’est sur l’analyse des réseaux sociaux. On dispose ainsi des statistiques des séquences issues d’émissions qui circulent sur les médias sociaux, et comme indiqué plus haut, les chiffres sont marquants.

En France, Médiamétrie vient de s’y mettre. L’institut chargé des mesures d’audience propose depuis peu les statistiques des séquences issues d’émissions qui circulent sur les médias sociaux. Il faudra attendre les jours suivant le 28 juin, date de la finale du Top 14, pour croiser les données françaises et anglaises.

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