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COVID-19 // Italy POV Vol.13

Vol.13: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens.
The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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COVID-19 // Italy POV Vol.13

  1. 1. 1 Dossier 13th – 12 June 2020 Phase 3: Going back to normality
  2. 2. 2 TV audience closer to seasonal trends: last week resultsreflectthe 2 Juneholidays, stronger in 2019 -2.3% -0.3% +0.2% -0.9% -2.1% +2.3% -0.3% +0.2% +10.6% +15.0% +31.2% +40.6% +50.5% +41.9% +34.9% +38.0% +36.4% +31.3% +16.8% +16.0% +10.7% +4.3% +16.8% 0% 5% 10% 15% 20% 25% 30% 35% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Week of 2 June In both years Source: Hav as Media elaboration of Auditel Data
  3. 3. 3 Audienceper day/hour are back to pre-lockdownvolumes 0 5 10 15 20 25 30 35 7:00 7:35 8:10 8:45 9:20 9:55 10:30 11:05 11:40 12:15 12:50 13:25 14:00 14:35 15:10 15:45 16:20 16:55 17:30 18:05 18:40 19:15 19:50 20:25 21:00 21:35 22:10 22:45 23:20 23:55 0:30 1:05 1:40 Millions DAILY LISTENING CURVE – AUDIENCE PER AVERAGE MINUTE 16/02/2020 - 22/02/2020 22/03/2020 - 28/03/2020 31/05/2020 - 06/06/2020 0 5 10 15 20 25 DOM LUN MAR MER GIO VEN SAB Millions TV AUDIENCE PER AVERAGE MINUTE PER WEEK DAY 16/02/2020 - 22/02/2020 22/03/2020 - 28/03/2020 31/05/2020 - 06/06/2020 Peak w eek Pre-Covid Last w eek Peak w eek Last w eek Pre-Covid Source: Hav as Media elaboration of Auditel Data
  4. 4. 4 Adults25-54: YoY gap decreased by +7.9% during the week 24/5 -6.4% -3.2% -1.4% -2.6% -3.3% +1.0% -1.3% -1.0% +9.8% +16.4% +38.2% +54.4% +66.3% +55.1% +47.7% +50.9% +46.5% +41.5% +21.4% +20.3% +13.0% +7.9% +20.7% 0% 5% 10% 15% 20% 25% 30% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Week of 2 June in both years Source: Hav as Media elaboration of Auditel Data
  5. 5. 5 RA: the TV target par excellenceincreasewas more limited, reaching +4.0% at the end of May -1.5% -1.0% +0.5% -1.2% -0.7% +3.1% -0.2% +0.5% +9.5% +14.4% +28.3% +36.8% +44.7% +36.4% +30.7% +35.2% +36.7% +28.8% +14.3% +14.3% +8.7% +4.0% +13.9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Source: Hav as Media elaboration of Auditel Data Week of 2 June in both years
  6. 6. 6 18-34: youngestaudience reached +77% in peak weeks, and today it’s still above seasonal values -3.5% -0.7% +2.3% +2.2% +0.0% +6.5% +0.1% -4.4% +8.1% +13.1% +42.8% +61.9% +77.2% +66.9% +55.1% +54.7% +57.8% +47.2% +27.9% +24.6% +18.3% +13.2% +23.9% 0% 5% 10% 15% 20% 25% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Source: Hav as Media elaboration of Auditel Data Week of 2 June in both years
  7. 7. 7 KIDS 4-7: Growth still above +30% -4.9% +4.3% -3.3% -9.9% -9.5% -0.6% -2.5% +0.4% +23.6% +28.2% +55.2% +71.2% +74.1% +60.1% +56.7% +51.4% +52.8% +49.1% +42.8% +43.3% +40.5% +30.1% +48.6% 0% 5% 10% 15% 20% 25% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Source: Hav as Media elaboration of Auditel Data Week of 2 June in both years
  8. 8. 8 KIDS 8-14: at the end of May audiencegrowth decreased -1.9% +3.8% +2.6% +6.0% -1.9% +2.8% +4.3% +3.7% +27.9% +29.9% +63.2% +72.2% +91.0% +75.4% +75.5% +66.5% +52.3% +60.8% +49.8% +48.4% +39.5% +23.2% +38.7% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Source: Hav as Media elaboration of Auditel Data Week of 2 June in both years
  9. 9. 9 CSE3.0 MA+A: the most socio-economically advanced segment back to 2019 TV volumes -2.3% +0.9% +1.2% -0.3% -2.0% +2.5% +0.6% +1.7% +14.6% +18.5% +36.6% +45.5% +56.8% +45.9% +38.4% +41.3% +41.6% +35.6% +18.0% +18.6% +10.9% +3.1% +16.6% 0% 5% 10% 15% 20% 25% 30% Audience per average minute (Rating Points %) per w eek delta% YoY 2019 2020 Source: Hav as Media elaboration of Auditel Data Week of 2 June in both years
  10. 10. 10 From March onwards, the 9 mainstream TV channelshad their share at 60% 19.8% 18.0% 17.9% 17.9% 17.9% 17.5% 16.2% 16.1% 16.9% 16.1% 15.9% 15.9% 15.9% 15.8% 16.3% 16.5% 15.6% 5.6% 5.5% 5.2% 5.3% 5.5% 4.8% 5.1% 4.9% 5.0% 5.3% 5.0% 5.1% 5.1% 4.9% 4.9% 4.9% 4.8% 7.0% 6.9% 7.5% 7.4% 7.4% 7.1% 7.5% 7.3% 6.9% 7.0% 7.2% 7.5% 7.2% 7.3% 7.0% 6.8% 6.9% 16.9% 16.9% 16.8% 16.5% 16.1% 14.9% 14.8% 14.7% 14.4% 14.2% 14.8% 14.8% 15.3% 15.6% 15.4% 15.5% 14.8% 4.5% 4.8% 4.7% 4.7% 4.7% 5.5% 5.4% 5.2% 5.2% 4.8% 4.8% 4.5% 4.9% 4.5% 4.6% 4.4% 4.8% 3.8% 4.0% 3.8% 4.0% 4.1% 3.9% 3.7% 3.8% 3.7% 4.1% 4.1% 4.2% 4.0% 4.0% 3.9% 4.0% 4.1% 3.4% 3.5% 3.8% 3.6% 4.2% 4.0% 4.0% 4.1% 3.8% 3.6% 4.0% 3.9% 4.0% 4.1% 4.0% 3.8% 3.8% 2.0% 2.2% 2.1% 2.1% 1.8% 1.9% 1.9% 2.0% 1.9% 2.0% 2.1% 2.1% 2.1% 2.2% 2.1% 2.0% 2.2% 1.3% 1.4% 1.4% 1.5% 1.3% 1.5% 1.5% 1.5% 1.5% 1.7% 1.5% 1.7% 1.6% 1.6% 1.6% 1.7% 1.7% 64.4% 63.0% 63.0% 63.1% 62.9% 61.0% 60.1% 59.6% 59.3% 58.7% 59.5% 59.5% 59.9% 60.0% 59.8% 59.5% 58.7% 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag AUDIENCE SHARE (BASED ON TOTAL INDIVIDUALS) Source: Hav as Media elaboration of Auditel Data
  11. 11. 11 In the last weeks, Publitalia and Discovery share increased 38.6% 36.8% 37.1% 37.0% 37.1% 36.3% 35.9% 35.4% 35.7% 35.4% 35.0% 35.2% 34.7% 34.6% 34.8% 34.8% 34.1% 31.5% 32.1% 31.7% 31.8% 31.2% 30.8% 30.4% 30.5% 29.9% 29.9% 30.7% 30.3% 31.4% 31.3% 31.3% 31.5% 31.3% 4.0% 4.0% 4.3% 4.1% 4.6% 4.5% 4.6% 4.6% 4.4% 4.1% 4.6% 4.4% 4.5% 4.6% 4.5% 4.4% 4.4% 5.1% 5.2% 5.0% 5.4% 4.9% 5.3% 5.5% 5.4% 5.4% 6.0% 5.8% 5.9% 5.7% 5.8% 5.8% 5.9% 6.2% 2.5% 2.5% 2.6% 2.7% 2.6% 2.8% 2.8% 2.8% 3.3% 2.9% 2.7% 2.8% 3.1% 3.0% 3.2% 3.2% 3.1% 8.8% 10.1% 9.6% 9.0% 9.0% 8.7% 8.9% 9.1% 9.1% 9.2% 9.0% 9.1% 8.8% 9.1% 8.9% 8.8% 9.0% 0.3% 0.3% 0.3% 0.3% 0.3% 0.4% 0.5% 0.5% 0.4% 0.5% 0.4% 0.4% 0.4% 0.4% 0.4% 0.4% 0.5% 90.8% 90.9% 90.6% 90.2% 89.8% 88.8% 88.6% 88.2% 88.3% 88.0% 88.2% 88.2% 88.6% 88.7% 89.0% 89.0% 88.5% 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag AUDIENCE SHARE OF THE MAIN NATIONAL MEDIA OWNERS (DATA ON TOTAL INDIVIDUALS) RAI PUBBLICITA' PUBLITALIA CAIRO DISCOVERY MEDIA PRS SKY MEDIA DIGITALIA Source: Hav as Media elaboration of Auditel Data
  12. 12. 12 TV shows: L’Eredità is still the preferred program before primetime 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 TV audience per average minute per w eek L'EREDITA' / L'EREDITA' PER L'ITALIA AVANTI UN ALTRO Source: Hav as Media elaboration of Auditel Data
  13. 13. 13 TV shows: I Soliti Ignoti TV audiencedecreased butit’s still leading Access Prime Time 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 TV audience per average minute per w eek I SOLITI IGNOTI STRISCIA LA NOTIZIA GUESS MY AGE DEAL WITH IT Source: Hav as Media elaboration of Auditel Data
  14. 14. 14 TV shows: afternoon programs audience was stable during lockdown, but nowit’s decreasing 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 TV audience per average minute per w eek BEAUTIFUL UNA VITA LA VITA IN DIRETTA FORUM I SIMPSON IL SEGRETO LIVE NON E' LA D'URSO Source: Hav as Media elaboration of Auditel Data
  15. 15. 15 TV shows: News (from 18.30 to 21.00) experienced a peak during the first week of the emergency 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 TV audience per average minute per w eek – FROM 18.30 TO 21.00 TG1 TG5 TGR TG3 TG2 TG LA 7 STUDIO APERTO TG 18.30 TG4 Source: Hav as Media elaboration of Auditel Data
  16. 16. 16 TV shows: audienceof news programsdecreased in May 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 TV audience per average minute per w eek DI MARTEDI' QUARTA REPUBBLICA PIAZZA PULITA OTTO E MEZZO DRITTO E ROVESCIO STASERA ITALIA FUORI DAL CORO PETROLIO Source: Hav as Media elaboration of Auditel Data
  17. 17. 17 L’Italia si rimette in movimento: le analisidi AdCity e di Grandi Stazioni • Thanks to Adcity,Havas intelligenceplatform,dailymovementsofpeopleonthe territory are being monitored:10 areasin 5 majorItaliancities • Bank holidayweekendon2 June reducedfootfallincitycentres,witha slightdecreased of contactinTurinand Milan. Romeand Naplesexperienceda growthdespitethe long weekend • GrandiStazioniRetailanalysisonmovementsobservedat majorItalianrailwaystations shows agrowthof +6% despite2 June longweekend
  18. 18. 18 Visits in Southern Italian cities are getting closer to pre-lockdown 67 62 42 43 56 39 70 86 76 79 - 10 20 30 40 50 60 70 80 90 100 - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 Torino Piazza San Carlo Torino Stazione Milano Piazza Duomo Milano Stazione Centrale Roma Colosseo Roma Termini Napoli Stazione Napoli Vittorio Emanuele Palermo Cattedrale di Palermo Palermo Stazione Last week vs. pre-lockdown average 2020 pre-lockdown average Week 25-31 May Idx. Last week vs. pre-lockdown average(=100) AdCity – Av erage Net daily Data, Sunday s excluded
  19. 19. 19 Turin: average daily net contacts 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11- May 18- May 25- May 1-Jun NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Torino zona Piazza San Carlo Torino zona Stazione PHASE 1 PHASE 2 -2.6% vs. previous w eek AdCity – Av erage Net daily Data, Sunday s excluded
  20. 20. 20 Milan: average daily net contacts 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11- May 18- May 25- May 1-Jun NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milano zona Piazza Duomo Milano zona Stazione Centrale PHASE 1 PHASE 2 -1.8% vs. previous w eek AdCity – Av erage Net daily Data, Sunday s excluded
  21. 21. 21 Rome: average daily net contacts 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11- May 18- May 25- May 1-Jun NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Roma zona Colosseo Roma zona Termini PHASE 1 PHASE 2 +3.9% vs. previous w eek AdCity – Av erage Net daily Data, Sunday s excluded
  22. 22. 22 Naples: averagedaily net contacts 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11- May 18- May 25- May 1-Jun NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Napoli zona Stazione Napoli zona Vittorio Emanuele PHASE 1 PHASE 2 +1.9% vs. previous w eek AdCity – Av erage Net daily Data, Sunday s excluded
  23. 23. 23 Palermo: average daily net contacts 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11- May 18- May 25- May 1-Jun NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo zona Cattedrale di Palermo Palermo zona Stazione PHASE 1 PHASE 2 -3.9% vs. previous w eek AdCity – Av erage Net daily Data, Sunday s excluded
  24. 24. 24 DATA of week 1-7/6 highlight an increase in visitors by 5,8% vs previous week The increase is up to +80,6% compared to lockdown period Footfall in GrandiStazioni keeps increasingalsoduring the long weekend of 2 June NTW Analysis_Net people per single week. Time period 23/3-7/6 2020 +5,8% +80,6% Source: Grandi Stazioni Retail
  25. 25. 25 NTW Analysis_Net people per single day. Time period 23/3-7/6 2020 Workdaysfootfall increases by 11% Net Workday (2/6 excluded): +9,1% 377.464 (11° week) vs 346.036 (10° week) Net Sundays (2/6 included): +10,9% 294.476 (11° week) vs 265.573 (10° week) Source: Grandi Stazioni Retail
  26. 26. 26 Takeout and opportunities • WithPhase3,TV audienceis gettingbackto its seasonaltrends.Kidsand 18-34targets are stillexperiencinghigheraudiencevolumes.GrowthonRA segmentis backto normal • Audiencein termsof channelsand mediaownershas remainedstable:Publitaliahas won same fewtenthsof sharefrom RAI;DiscoveryMediaalso had a positivegrowth • TV audiencedecreasesin:news,news programs,afternoonentertainmentvs previous weeks.AccessPrimeTimeis stable • The long weekendof2 June impactednegativelyfootfallin citycentresand in railway stationsmonitoredbyAdCityand GS Retail.Weare expectinga substantialgrowthfor nextweek(withoutholidaysand duringPhase3)

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Vol.13: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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