Martin Matte’s popularity rating is still in good shape. The proof ? His talk show will be the most-watched new feature of the fall, advertising agency projections reveal.
According to the communications firm Cossette Media, Martin Matte en direct will carve out a place among the top 5 programs that will rally the greatest number of viewers among adults aged 25 to 54, the preferred target of advertisers. Same observation on the side of Dentsu.
These predictions demonstrate the affection of Quebecers for the comedian, since TVA has not given many details about the show, other than that it will go on air on September 28.
“Martin Matte is a personality much loved by the public,” comments Isabelle Fournier, director, lead media activation, at Cossette. “Based on what he’s done on TV over the last few years, people should like it. The last season of Les Beaux Malaises was ranked number one. His new show isn’t a series; it’s a talk show, but we should find its essence. We haven’t seen much so far, but the few clips that came out on Facebook [excerpts from running-in at the Bordel Comédie Club with Fabien Cloutier as guest] show all of Martin Matte’s sarcasm and irony. People know they will laugh. »
Martin Matte en direct is produced by Encore Television and Matte TV. The team recorded a pilot in August. Dumas, who wrote the theme of the show, will provide its musical direction. Every week, the host will conduct interviews (Patrick Huard will be his first guest) and deliver a humorous fiction. Actors like Roy Dupuis, Geneviève Schmidt and Isabel Richer will participate in the segment.
Martin Matte live will occupy the Thursday 8 p.m. time slot, against the second season of Game Master with Louis Morissette at Noovo and 100 geniuses on ICI Télé. “Thursday evening should belong to him,” points out Rebecca Rodrigues.
According to Cossette Media, Martin Matte en direct should finish the fall in fifth place in the general ratings ranking, adults 25-54, behind two other TVA big guns: Masked Singers (1st) and Révolution (4th). ).
Sunday evenings will continue to attract crowds. In addition to Masked Singers and Revolution, Double Occupation Andalusia (9th), Tout le monde en talk (14th) and Double Occupation Andalusia Extra (18th) appear in the top 20. According to experts, Noovo’s romantic reality show will recover from the departure of host Jay Du Temple and, above all, of the 2022 bullying scandal, which had upset the production and scared off several sponsors.
“A certain number of people were watching OD for Jay Du Temple, but the arrival of the couple Alicia [Moffet] and Frédérick [Robichaud] at the helm piqued curiosity,” indicates Isabelle Fournier of Cossette Media. They will watch, if only to see how they are doing. »
For Rebecca Rodrigues, the changes made to the event, which is entering its 17th season, are beneficial. “I think they did it well by announcing a return to basics, around romantic relationships. And having a couple in charge brings a different energy. It should be good for the show, especially after what happened last year. »
During the week, STAT (2nd) should win the second round of the daily fight against Indefensible (3rd). “It’s a surprise that they are both so listened to,” says Isabelle Fournier. People really got on board. It should continue. »
A few new releases earned Cossette Media’s “Coup de Coeur” rating. Among them, Mégantic, TVA’s fiction about the terrible railway tragedy of 2013. Directed by Alexis Durand-Brault (Portrait-robot, Au succor de Béatrice), the series is coming to the air after being offered exclusively to Club subscribers pronto.
“It’s a story that interests people,” observes Isabelle Fournier. We know there will be emotion. And it’s really a big, international-level production. »
On the side of ICI Télé, Closed eyes (with Magalie Lépine-Blondeau) and Plan B (with Pier-Luc Funk) reap the agency’s “coup de coeur”, as does La guerre des fans, a new piloted game by Phil Roy, and Disobey: Chantale Daigle’s choice at Noovo.
On the Télé-Québec side, two titles stand out: The night where Laurier Gaudreault woke up, the TV miniseries directed by Xavier Dolan with Julie Le Breton, Éric Bruneau and Patrick Hivon, and For once, a talk show reinvented where several artists interview a single guest. “It leads to different interviews,” notes Isabelle Fournier. It’s a really interesting concept. »
“Télé-Québec is excellent television,” she adds.
