Raphaël Porte (CMA Média): The radio will accompany the fans throughout the World Cup

After interviewing prominent figures such as Jérôme Vallette (M6 & Beyond), Sébastien Lesage (Coca-Cola), Jean-Guillaume Bertola (McDonald’s), Pascal Crifo (Publicis Sport), and Augustin Pénicaud (Havas Play), Raphaël Porte, the director of revenue and distribution at CMA Media, continues the series of interviews on the 2026 World Cup.

CB News: What role can a radio like RMC play for brands during a global event like the World Cup?

Raphaël Porte: The radio primarily serves to accompany fans. RMC’s goal is to be the companion for sports enthusiasts throughout the competition. As the leading sports radio in France, we aim to allow brands to experience this event alongside listeners. To achieve this, we have implemented a very important editorial plan: special correspondents in all host cities, enhanced digital coverage, and exclusive content. We have also launched a series of podcasts dedicated to the teams qualified for the World Cup. Since there are 48 teams, we are producing 48 episodes, released every two days. The idea is to engage fans well in advance of the competition and throughout its duration, with a gradual increase in intensity. The World Cup remains a highly anticipated event, and in a sometimes anxious context, it is also a moment of sharing and enthusiasm. The first brands have already begun to position themselves, particularly around the 100-day mark before the start of the tournament.

CB News: How does radio differentiate itself from television and social networks in reaching fans?

Raphaël Porte: Radio remains a central medium for experiencing a major competition. The uniqueness of this World Cup lies in its schedules. Some matches will be broadcast at 8:00 pm, while others at 4:00 am. These are times when not everyone can be in front of their television. Radio allows continuous coverage of the event. For example, listeners can expect a comprehensive summary of overnight events in the morning, rather than just a news flash. We conducted a study with our marketing teams, revealing that 79% of those following sports news for the World Cup on radio will do so on RMC.

CB News: What advertising options will you offer brands?

Raphaël Porte: We offer a complete range of options: program sponsorships, contextualized messaging, and digital audio activations. This year, we are also introducing a particularly premium advertising moment: “refreshment breaks.” During each halftime, two 60-second interruptions allow for advertising in a highly attentive context, at the heart of the match. These slots typically consist of two 30-second commercials. In addition to radio, the event will be activated across all media platforms of the CMA Media group: BFM with editorial formats around matches, social networks, digital platforms, and even the press. The World Cup will be a moment involving all group channels.

CB News: How do digital audio and podcasts complement this strategy?

Raphaël Porte: Digital audio is a natural complement to radio. The After Foot, already the second most popular podcast in France, will certainly accompany the competition and is expected to attract an even larger audience during the World Cup. In addition to this, there are podcasts dedicated to qualified teams and a special digital radio for the World Cup. Fans seeking dedicated coverage can listen to this thematic radio continuously. The strategy is based on three pillars: native podcasts, replay podcasts, and digital radio.

CB News: Do you expect new audio advertising formats to emerge?

Raphaël Porte: Yes. To mark the World Cup 100-day countdown, we launched a new format called “crazy screen.” It is a scripted advertising screen that combines editorial content, interaction with advertisers, and traditional advertising. The host introduces the launch, followed by interactive advertiser integration before the actual advertising screen. This setup creates a more engaging experience for listeners. We are also developing numerous special operations, often tailored to individual brands.

CB News: Is radio used for broad reach or contextualization?

Raphaël Porte: Both. With nearly 3 million daily listeners and 75% of offsite listening, RMC provides significant reach. However, it is also a highly targeted medium. Our listeners are sports enthusiasts, often on the move and attentive to content. This enables brands to combine reach and context, especially around matches or analytical programs.

CB News: Do brands prefer advertising during matches or analytical programs?

Raphaël Porte: Both contexts serve different objectives. During matches, brands benefit from the audience’s power and the emotion of live broadcasts. It is a very intense moment. Analytical programs, on the other hand, offer a more conversational and editorial environment, suitable for more contextual messaging. The choice mainly depends on the brief and objectives of the advertiser.

CB News: What will set this World Cup apart from previous ones?

Raphaël Porte: The main factor is the time difference. Some matches will take place in the middle of the night for the French audience. Therefore, radio will play a crucial role in narrating events and providing morning briefs. Additionally, the competition will be held across three countries – the United States, Canada, and Mexico – requiring extensive editorial coverage with journalists dispatched to numerous cities. Furthermore, this World Cup will be characterized by its international context, combining sports, news, and political stakes. For a radio like RMC, whose promise is “info / talk / sports,” it presents a particularly rich opportunity.

CB News: Will the World Cup be a commercial success?

Raphaël Porte: Yes, I am convinced it will be. We can already see the internal excitement and the interest from advertisers. Everyone is talking about this event. I believe it will be both a popular and commercial success.