TF1 Pub and Values.media launch AI-powered TV sponsorship platform

French broadcaster TF1 Pub, together with independent media agency Values.media, has introduced an artificial‑intelligence‑driven platform for TV sponsorship campaigns. Developed by TF1’s Datech team using the AdCP protocol, the tool lets agencies query sponsorship opportunities across TF1 channels in natural language, compare scenarios in real time by programme, time slot, GRP targets, budget and other criteria, and plan media buys more efficiently. The system is already being used by Values.media for client campaigns, with commercial negotiations still handled manually. TF1 plans to open the solution to other partner agencies before year‑end and to add third‑party data, additional performance metrics and a campaign‑reporting module, potentially extending the AI‑assisted approach to its broader advertising offer.