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The winners of the FIFA World Cup are Spain, Sony, Adidas and Coca-Cola. Just as some teams were able to shine on the ground (Spain, world champion Germany, third, and some emerging countries) and others have left without glory (England, Italy, France, Brazil, Argentina), three brands have also won their World Cup. Sony takes the lead of companies with the most invested in advertising during the World Cup, Adidas has created the greatest impact in terms of sponsorship, and Coca-Cola was the brand most remembered by the French, according to a study published by KantarSport (ex-TNS Sport).

Net loss of 32 million euros for TF1

But if there is a figure to be learned from this study, the total advertising investment for French television: 101.08 million euros, barely two million more than in 2006 .What to surprising when one remembers that the team had reached France to the final four years ago. "Comparatively, this represents very nearly the equivalent of television advertising budget for Renault in 2009," Bruno said Lalande, director of studies pole KantarSport information.

The estimated advertising revenue earned by TF1 to about 55 million euros for a total investment of 87 million euros. Consider a net loss of approximately 32 million euros. "This loss is largely offset by record audiences drawn by the chain during the first two games of Team France," relativize Bruno Lalande. These two games against Uruguay and Mexico, which ended in a draw and a defeat for the Blues, had met respectively 14.9 million and 15.2 million viewers.And it is precisely the day the place these two games as the highest advertising investments have been made: 8.5 million euros on June 11 and 8 million euros on June 17 Although the final between Spain and Germany has generated "only" 7.5 million euros of investment in advertising for French television.

Sony takes advantage of the strategy of French Games

If one goes into more detail, Sony happens then top advertisers with the most invested in advertising during the World Cup with a total of 8.6 million euros, including 1.9 million after the group stage quick pay day loan. The Japanese brand ahead PMU (6.2 million) and McDonald's (5.4 million euros). The French Games that had happened in the lead after the first round does not even appear in the top 10."The French Games invests in advertising for the knock-out stages. The group had to achieve its objectives through the opening of the market for online games, "said Bruno Lalande.

In the war between suppliers, Adidas beat his perennial rival, Nike. "Adidas, with its visibility and paneled field teams, has provided benefits in terms of sponsorship, the equivalent of a global TV campaign with more than 250,000 30-second spots in over 210 countries. The victory of Spain for Adidas unleashed a veritable fireworks display media, "says Bruno Lalande. The icing on the cake sponsor this on television around the field when the final goal of Iniesta is another Adidas. Evidence that the supplier to the three bands can live without the France team. "The loss of the contract of the Blues is far from being a tragedy for Adidas.Quite the opposite, "says academic director of the pole information KantarSport.

Communications Coca-Cola bears fruit

Finally, the French brand that combines the most to the World Cup is Coca-Cola (57.96% of votes), ahead of Adidas (46.39%) and McDonald's (41.43%). Unsurprisingly? "Not that much, answered Bruno Lalande. For ten years we carry out these surveys, Coca-Cola was still behind Adidas. The powerful device of communication including the U.S. group via Youtube bearing fruit, as its survival as a sponsor of sport and World Cup soccer, "says Bruno Lalande.

Last but not least: media monitoring of the World Cup by the French. Contrary to what one might have thought, only 4% of French have followed the event via the Internet (Facebook, YouTube …) against over 64% watching television."The early elimination of the Blues had an impact on the consumption of the French media, which has significantly slowed the use of other media including Internet," says Bruno Lalande. Once the team he supports is removed, the fan tends to be less reactive to turn to the media like the Internet.

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The three sponsors flagship World Cup

The CAC 40 begins the week in positive territory. At the opening, the benchmark index of the Paris Stock Exchange gained 0.23% to 3562.70 points. This gain is difficult to maintain and to 10 hours, the ACC is slightly in the red (-0.13%).

This morning, Asian markets have chosen a conservative increase in the wake of the positive closing of Wall Street Friday. U.S. markets ended the week on a fourth consecutive session progress (0.57%).

The LSE has also opened up, the Footsie index gaining 0.34% to 5150.41 points. The DAX index of the Frankfurt Stock Exchange has its open side for a gain of 0.24% to 6079.95 points.

In Paris, the stock reached Friday to keep the threshold of 3,500 points, allowing the benchmark index of snatch 6% in five days. On Monday, investors will try to keep this momentum. The meeting, however, looks very calm on the side indicators.The markets have learned before market that current account deficit had settled in France to 4.5 billion euros in May, from 2.9 billion in April, seasonally adjusted data.

The rest of the week will be loaded, the U.S., several interesting publications such as the budget (Tuesday), sales information (Wednesday), registration weekly unemployment (Thursday), or the index of sentiment consumer (Friday).

Caution is also placed on the European stock exchanges should begin when the ball Publications overseas credit reports free. From Monday, Alcoa will launch the festivities with the results of its second quarter.

Zodiac rejects the advances of Saffron

As for values, the supervisory board for Zodiac (2.78% to 40.89 euros) announced Sunday that he would not pursue a business combination proposal made by Safran.

Alstom (-0.12% to 38.68 euros) was applying for the construction of four stations on the route high-speed rail that will link Jeddah to Mecca, said Sunday the company to Saudi Railways ORS .

Carrefour (0.61% to 34.81 euros) is to publish its second quarter results on July 15 after the close of trading.Analysts already expect a turnover of 24, 78 billion euros (+5.7%) including 10.29 billion in France (+1.6%) and 5.18 billion (-0.6% ) in hypermarkets.

Cameo (0.61% to 162 euros) announced Friday for the second quarter decreased by 11.3% of its sales, surface and currency comparable because of the lag of a week of dates on balances as of June July. The turnover for this period amounted to 190.2 million euros, up 1.1% on published data.

Total (+0.69% at 38.56 euros) had launched legal proceedings to challenge the decision of the Court of Appeal of Douai to force him to reopen his site Dunkirk.

Fourth day up to the Paris Bourse. This Friday, the CAC 40 has continued to rise started Tuesday and continued Wednesday and Thursday. The key index in Paris was up 0.46% at closing.

At the end of the week, and the CAC 40 gained 5.8%, from around 3360 points to 3554.48 points exactly at the close on Friday.

Elsewhere in Europe, the LSE has been 0.54%, to 5132.94 points while the German Dax rose 0.49% to 6065.24 points.

Yesterday, the index in Paris had passed the milestone of 3,500 points, reassured by U.S. data entries weekly unemployment benefits.

The euro has weakened a bit about him on Friday, while European ald evisa Thursday passed up the psychological and technical $ 1.27.

In France, French investors have learned that before the opening of the Hexagon industrial production had rebounded strongly in May rising 1.7% after falling 0.5% the previous month, according to Insee. Economists had expected an average growth of 0.4% of industrial production in May

EADS tanker of the series continues

EADS (0.53% to 17.01 euros) said it had responded to the call for tenders for tanker aircraft to the U.S. Air Force, on the eve of the deadline for the takeover bids . In addition, the World Trade Organization announced the postponement of the publication of a report on an action by the EU against the United States regarding subsidies granted to Boeing.

Kaufman and Broad (2.23% to 18.14 euros) issued a revenue down 7.6% to 385.7 million euros in the first half, below expectations.But reservations are up 55% to 675 million euros and the property portfolio is up 50% over one year.The gross margin reached 17.1% against 12.9% in the first half of 2009.

Areva (5.11% to 347.55 euros) announced Thursday it would investigate the possibility of building a second nuclear reactor in the Canadian province of New Brunswick.

Mestrallet, CEO of GDF Suez (+0.4% to 24.96 euros), confirmed Wednesday that negotiations with suppliers in Norway, Holland and Russia to obtain lower prices.

The German utility E. ON has indicated in an interview with Les Echos on Friday that he would be "very interested" in acquiring a stake in EDF reactors (-0.91% to 31 euros) to help extending their lifespan.

Moreover, the banking sector with the exception of BNP Paribas (+1.05% to 50.09 euros) suffered some profit-taking, like Credit Agricole (-1.13%) or Societe Generale ( -0.98%).

Similarly, the automotive sector should still react to earnings announcements commercial Renault and Peugeot this week. Titles manufacturers earn 1.13% respectively to 33.45 euros and 1.94% to 23.09 euros.

As in Asia this morning, the CAC 40 has taken great colors on Tuesday. The benchmark index of the Paris closed up 2.73% and finished well beyond 3400 points, 3423 points exactly. Investors changed course in Paris while on Monday, the ACC has approached its lowest level this year at 3332 points (-0.48%).

Elsewhere in Europe, the same trend: the Ibex-35 index of the Madrid Stock Exchange Tuesday ended up 3.59% at 9615 points, strongly supported by banking stocks and the FTSE in London gained 2.93% to 4965 points while in Frankfurt the Dax was 2.15% awarded to 5940 points.

The euro also continues to rise, which was accentuated in session after the publication of an ISM service activities in the United States still above 50. Around 18 heurse, EUO rises from 0.84% to 1.2649 dollar.

Despite this rebound, volatility remains very strong markets.These days, investors were not reassured by the mixed indicators published last week, the United States as in the euro area. The doubts about the speed of global economic recovery weighed increasingly on morale.

On Tuesday afternoon, the markets await the opening of Wall Street may choose to pursue. U.S. markets open again after an extended weekend related to the national holiday. The meeting will begin with the analysis of the PMI services which will be published shortly after the opening. Apart from this indicator, no other major news is expected.

Alstom to

Alstom was up 4.46% to 38.4 euros. The Saudi-French consortium, joining Alstom and SNCF, has in fact likely to report a TGV project in Saudi Arabia.Contract Amount: at least 10 billion dollars according to Philippe Mellier, President and CEO of Alstom.

The rating is also taken up by the rebound in bank Credit Agricole (5.43%), Societe Generale (6.27%) and BNP Paribas (4.23%) are among the highest increases.

Air France (Air France-KLM), which posted a record loss last year, plans to cut 4109 jobs over the period 2010-2012 to meet the air transport crisis. The stock gained 3% to 9.81 euros.

Areva (0.81% to 328.65 euros) should always be led by Anne Lauvergeon. According to sources close to the matter quoted by Agence France Presse, Nicolas Sarkozy has decided to maintain the group's boss at his post until the end of his mandate.Rumors had often reported the contrary.

Also in the nuclear site EPR Flamanville, led by EDF (+1.3% at 30.67 euros) also suffer delays. An audit suggests a period of 24 months. EDF expected to make the announcement soon.

Finally, investors should still respond to the publication by Stephane Richard's strategic plan of France Telecom (2.68% to 14.75 euros) for 5 years. The operator also wishes to reach 300 million customers around the world to this date and hire 10,000 people by 2012.

Please note that Club Med has increased by almost 15% Tuesday.

Public debt has continued to become heavy in the first quarter. It was late March, to 1.5355 trillion euros, representing 80.3% of gross domestic product (GDP), against approximately 78% in late 2009, according to Insee. This represents an increase of 46.5 billion compared to December.

The government debt and social security have contributed to this increase, details the National Institute of Statistics. "The contribution of the State debt rose by 43.4 billion

in the first quarter, it is essential for its long-term marketable debt, "said INSEE. Clearly, these are the bonds issued to finance the state debt have widened.

The debt of Social Security, it has increased by 8.6 billion.In contrast, "local government is désendettent (- 2.8 billion) at a rate comparable to the first quarters of previous years," notes the INSEE.

The fault in the recovery plan

Bercy said in a statement that "increasing the debt on the recent past is linked to political recovery after the crisis." The government now wants to reverse the trend. The government should submit a detailed savings plan of 10 billion euros at the Council of Ministers on Wednesday.

François Fillon had lifted one end of the sail June 12 in terms of deficit reduction. It is to find 100 billion in savings over three years to reduce the deficit to 3% of GDP, against 7.5% in 2009. But the VAT increase to 5.5% on food, mentioned by the Minister of Budget Sunday, seems to have been abandoned.

While the Paris index ended the session fifth consecutive increase, and finished with 3661 points on Tuesday night against 3380 points a week earlier, the CAC 40 does not seem to want to stop. At the opening Wednesday, the benchmark index of the Paris meeting starts up sharply from 0.72% to 3687 points.

In six sessions, the CAC 40 rose 9.1%.

Elsewhere in Europe, the counters are green as well: the DAX index of the Frankfurt Stock Exchange opened up 0.45% to 6203.01 points, the Footsie-100 from London to 0.56% in 5247 11 points.

Early this morning the Nikkei is ironed beyond the 10,000 points and by 1.8%. Same trend in U.S. markets, which closed Tuesday on a sustained growth over 2%.

In the first exchanges to 9:00, the euro is still evolving up 0.2%: $ 1.23 rating than he. Oil, he, trades at more than $ 77.The gold is worth more than 1233 dollars.

The large statistics of the day are American

From the macroeconomic side Wednesday in the euro area, 11 hours, the second estimate of inflation for the month of April will be unveiled.

In the U.S., housing starts, producer prices and industrial production for the month of May will be known between 14.30 and 15.15, before the opening of U.S. markets.Then, the traditional weekly crude inventories will be published.

Rodriguez's boss resigns after indictment

The specialist luxury yacht on Tuesday announced the resignation of its president, Alexander Rodriguez, indicted and jailed last week in a case of banditry, and substituting the group's founder, Gerard Rodriguez.

The scoring title, which had been suspended at the request of the company, will resume Wednesday.

Zodiac Aerospace: 1.83% to 44.7 eurosLe group, whose sales fell 7.6% during the first nine months of its fiscal year, said receiving encouraging signs of restarting the industry aeronautics in a context of more favorable exchange rate.The aerospace supplier confirms its annual targets.

In an interview with the Tribune, Zarrouati Olivier, CEO, says there is no plan to merge with another actor can French aviation capital and no operations are planned at this time with a group foreign

Distribution: showdown on judicial coffee pods Nestlé sued for infringing its competitor Sara Lee (Coffee House). According to information of Figaro, the casino dealer would also be covered by the complaint.Nestle, the world leader in food and owner of Nespresso, sued Friday in front of the Tribunal de Grande Instance of Paris the U.S. Sara Lee, which sells in France for use in coffee pods Nespresso machines under the brand Gold ( coffee house).

GDF Suez: -0.16% to 25.4 euros Tuesday, the group headed by Gerard Mestrallet did not hide his satisfaction at the announcement of the signing of a contract to build a gas power plant of a capacity of 1730 megawatts (MW) in Saudi Arabia. The operation is substantial. The future plant, which will be commissioned in late 2012, an output slightly above the EPR (1600 MW), for a price much lower: 2.1 billion dollars.

Suez Environnement: 1.47% to 14.5 euros The group announced Tuesday night that AA successfully placed a bond issue of 500 million euros over 12 years, due 2022 at a rate of 4.123%.

Ubisoft: 2.84% to 7.98 euros The company will offer four games straight out, November 4, the new gaming device from Microsoft, which will be followed by eight others currently in preparation, "said CEO Yves Guillemot to Echos.

Sanofi Aventis: -0.08% to 50.9 euros The French pharmaceutical group has signed an agreement to acquire Canadian independent group Canderm, a specialist in dermatology.This acquisition will allow Sanofi-Aventis to double its turnover in public health in Canada, according to a statement.

In addition, the company managed to obtain a refund of the medicine disorders dy heart rate, Multaq, 65%.

Dassault Aviation: 1.33% to 608 euros The Defence Minister Herve Morin said on France Info "fanciful" press reports that the modernization of combat aircraft Rafale required by the Emirates would buy 60 aircraft from four to millliards five euros of development costs, partly at the expense of France.

Ginger: +1.2% to 16.85 euros The Dutch Grontmij Ginger will buy at a price of 28.20 euros per share, creating the fourth largest European player in the field of consulting engineering, with a combined turnover 1.1 billion euros and 11,000 employees, both groups announced in a statement. The offer price values the company 120 million euros.

The government wants more than ever, give pledges of seriousness on the issue of deficits. On 20 May the Head of State had announced its intention to amend the constitution so that every elected Government embarks on a path of structural balance is imperative, as well as on the date on which the balance of government finances public must be reached.

Without waiting for the amendment of the constitution, Francois Fillon took the lead. In a letter that the Prime Minister has just sent to members of government, he asks them to "stop inserting provisions that affect tax revenues or social security in ordinary legislation.A real revolution!

For material already deposited and bills that have not yet been examined, the head of government asked its ministers "to submit amendments for the deletion of such provisions and to oppose a negative opinion of the Government any amendment which would tend to introduce. Members of the government "shall not in any way rely on the wisdom of Parliament," wrote François Fillon.

François Fillon finally asks ministers to screening assessments for all tax provisions that they want to introduce in the Finance Bill or draft law on financing social security. All this will lead ultimately to limit the creation of new tax loopholes

Optimism on the air. The International Air Transport Association (IATA), which represents 230 airlines companies accounting for 93% of global air traffic, has revised upward its net earnings forecast for the sector, saying it would return to profit this year , thanks to his efforts to "reduce costs and restructuring, but also to promote economic recovery.

The association now expects the world's airlines recorded a profit of 2.5 billion dollars in 2010, she said during his meeting in Berlin on Monday. In March, it expected a loss of 2.8 billion. With a loss of 9.4 billion, 2009 was the worst year the industry has experienced.

Strong rebound in air traffic

"The global economy out of the depths of the financial crisis much more quickly than expected.The airlines benefit from the strong rebound in traffic and back into the green, "said IATA Director General Giovanni Bisignani. "This is the first profit since 2007," he said. According to the association, air traffic is expected to jump by 7.1% this year.

Consequently, the total revenue the airline expected to reach $ 545 billion in 2010, against a forecast of 522 billion last March. A performance well above 483 billion recorded in 2009, but always below the 564 billion revenue in 2008.

"We thought we would have at least three years to make up for the loss of 81 billion (14.3%) of revenue that we suffered in 2009," said Giovanni Bisignani, saying the airline industry has found "his levels before the crisis "at 75%.

Europe alone in the red

The Director General of IATA has bolted not yet.With a margin of 0.5%, "we are far from sustainable profitability," he warned. Especially as the expected improvement is not concern the industry as a whole. "Europe, with a weak economy, is the only region to be in the red with losses of 2.8 billion, has again warned the general manager.

Giovanni Bisignani, director general of IATA, in Berlin. Photo credits: AFP

Paris does it include more shops soon open on Sundays? The Paris council will debate Monday a potential expansion of trade in the capital Sunday. The mayor of Paris Bertrand Delanoe is however already strongly opposed to such a scheme.

If the proponents of the law on Sunday working wish thereby enable businesses to increase their turnover, Bertrand Delanoe, who has appointed a group of elected officials from all sides Parisian floor several months on the question, do not hear it that way. "There is neither need nor necessity or emergency, or a shared desire for such an extension, in essence considers the mayor of Paris, which the Constitutional Council in August 2009 gave the opportunity to rule, like all other mayors on this issue.

Criminalization of local business

No economic utility, first.If the opening of shops for tourists is indeed likely, as the mayor of Paris, to generate additional profit, opening their destination of Parisians could produce a windfall, which will penalize businesses not open . But seven tourist areas already enjoy an exemption allowing them to open on Sundays. A figure well enough for the mayor of Paris, who feared penalize shops.

"Most major retailers have an interest in the Sunday opening, but on the side of all shops and facilities nearby, it is fear which prevails, says Jacques Bravo, mayor of the 9th arrondissement. "If you open Sunday we will be forced to follow and if we follow, we run the risk of dying," they proclaim in substance.

Working conditions deteriorated

An analysis which added two concerns on the part of the City Hall of Paris: the deteriorating working conditions of employees, mostly women, working in the sector, and of promoting a model of society based on consumption only. Bertrand Delanoë should not give the green light Monday to the extension of Sunday trading.

Even the perimeter comprising Boulevard Haussmann, Galeries Lafayette and Printemps, should not be eligible for an exemption. Even as the opening of these stores, very attractive to tourists would have had conceded the mayor of Paris, economic relevance. This should give way to the chagrin of the Chamber of Commerce and Industry of Paris and the department stores, including the desire to grant to residents of the 9th arrondissement a period of serenity one day a week.

Tough week ahead for Air France. On Wednesday, the group should announce operating losses of around EUR 1.3 billion for its fiscal year ended March 2010. They will be close, historical, 1993. Since then, Air France has tripled its turnover.

If the amount of such losses is already known (the company has prepared the public mind when it announced its latest quarterly results), their decomposition is less.

For more than 600 million euros, the losses are related to the impact of fuel hedges, the advance purchase of oil at a given price from banks.

According to our information, the management of Air France declined to comment, cargo activity has on his side lost 499 million euros, of which 50 million are attributable to the subsidiary Martinair.These figures indicate that if the passenger activity has been shaken by the crisis, especially the cargo, which penalized the company.

Cargo activity came first in the crisis with volume declines in mid-2008. "They have suffered from the downturn in April 2008, six months before the bankruptcy of Lehman Brothers, said a government source. At the group's executive committee, it was decided not to increase capacity by cargo aircraft for the winter. "

Air France-KLM Cargo has gone through severe turbulence, with a decline in volumes of 22% from last year. The Asian market, driven by imports of consumer goods, has experienced the biggest drop.The United States, more towards capital goods, have them ground earlier but in lower proportions.

Reduced capacity

At the same time, the company has drastically reduced the wing. 700 departures in two years have not been replaced at Air France-KLM Cargo. The adjustment of staff accompanied a decline in cargo capacity. In September, the company launched the adjustment freighter (CAP). Objective: To reduce capacity, concentrating freight traffic on the bunkers at the expense of cargo planes dedicated to freight alone, and be beneficial to the end of the year 2011-2012. In this context, Air France has got rid of two brand new Boeing 777s it has sold to FedEx before they are delivered at Paris this winter.

These aircraft, offered 250 million euros each at list prices and traded 150 million euros, were sold at the same price.The transaction still cost 30 to 50 million euros in Air France, which had to pay storage costs for the aircraft at Boeing and significant financial costs.

The company also leases two Boeing 747 Russian Air Bridge. "They were bought at a time when the dollar was high, said an analyst. It was more interesting for Air France to rent and sell them in five years. "Since then the two aircraft were flying under the colors of Air Bridge. They just make the transport of missiles between Russia and Chateauroux.

This decrease of 16.2% of capacity has led to a dramatic reduction in costs of 19%. Florence Parly, the owner of the cargo, has managed to reduce the unit costs of 2.4% per tonne km (RTK).The rigor of the former Secretary of State Budget worries the unions of Air France, who believe it will prevent the rebound in activity after the crisis.

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"Air France has announced a record loss for its staff