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COVID-19 // Italy POV Vol.16

Vol.16: 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.16

  1. 1. 1 Dossier 23 – 10 July 2020 July 2020: an out of the ordinary month
  2. 2. 2 Italy back on track: AdCity and Grandi Stazioni analysis • Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory are being monitored: 10 areas in 5 major Italian cities • Mobility volumes keep increasing: Turin, Naples and Palermo are now closer to pre- Covid trends, while Milan and Rome are recovering slower and present trends are 55% of pre-lockdown ones
  3. 3. 3 Turin joins Southern cities and gets closer to pre-lockdown trends 75 75 53 56 59 49 84 96 90 89 - 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 Media 2020 pre-lockdown Settimana 29 Giugno - 5 Luglio Idx. ultima settimana vs. media pre-lockdown (=100) AdCity – Average Net daily Data, Sundays excluded
  4. 4. 4 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 NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Torino zona Piazza San Carlo Torino zona Stazione +4.5% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  5. 5. 5 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 NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milano zona Piazza Duomo Milano zona Stazione Centrale +1.6% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  6. 6. 6 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 NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Roma zona Colosseo Roma zona Termini -6.2% vs. previous week (last week affected by patron saint’s festival) AdCity – Average Net daily Data, Sundays excluded
  7. 7. 7 Naples: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Napoli zona Stazione Napoli zona Vittorio Emanuele +0.8% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  8. 8. 8 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 NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo zona Cattedrale di Palermo Palermo zona Stazione +1.1% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  9. 9. 9 0,0 5,0 10,0 15,0 20,0 25,0 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 7-giu 14-giu 21-giu 28-giu 5-lug Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 2019 TV audience: Week 28 June – 4 July still shows an increase by +9% compared to the same period in 2019 2020 vs 2019 week 28 June – 4 July +16,1% +15,1% +10,3% +9,1% +8,5% +8,2% +8,1% +7,5% +7,5% +6,9% +6,7% +4,4% KIDS 4-7 KIDS 8- 14 18-34 Individui + Ospiti 15+ D 25-54 RA 25-54 15-64 CSE3.0 MA+A U 25-54 RA 25-54 Source: Havas Media elaboration of Auditel Data
  10. 10. 10 Prime Time keeps driving the overall outstanding TV audience performance -25% -20% -15% -10% -5% +0% +5% +10% +15% +20% +25% 0 5.000.000 10.000.000 15.000.000 20.000.000 25.000.000 07:00 07:25 07:50 08:15 08:40 09:05 09:30 09:55 10:20 10:45 11:10 11:35 12:00 12:25 12:50 13:15 13:40 14:05 14:30 14:55 15:20 15:45 16:10 16:35 17:00 17:25 17:50 18:15 18:40 19:05 19:30 19:55 20:20 20:45 21:10 21:35 22:00 22:25 22:50 23:15 23:40 00:05 00:30 00:55 01:20 01:45 TV audience trend and increase vs. same period in 2019 week 28 June – 4 July % YoY 2019 2020 Source: Havas Media elaboration of Auditel Data
  11. 11. 11 Audience of both Rai1 and Canale 5 show excellent trends in YoY comparison 1.662 1.484 618 544 503 407 300 211 180 168 166 144 140 137 128 127 123 118 114 114 113 107 102 102 97 TV AUDIENCE PER AVERAGE MINUTE – TGT. INDIVIDUALS (.000) WEEK 28-6 / 4-7 2020 vs SAME PERIOD IN 2019 Variation YoY Source: Havas Media elaboration of Auditel Data
  12. 12. 12 Total digital audience decreases compared to the peak reached in March but volumes are still higher than pre-Covid ones 43.318 27.515 37.614 7.294 44.740 30.604 37.619 7.227 44.152 28.848 37.602 7.285 44.131 28.922 37.607 7.294 0 5.000 10.000 15.000 20.000 25.000 30.000 35.000 40.000 45.000 50.000 Total Digital Audience Desktop Smartphone Tablet Monthly unique users per device (.000) FEBRUARY MARCH APRIL MAY Source: Havas Media elaboration of Audiweb Data
  13. 13. 13 Compared to last year, digital penetration has grown especially on senior citizen segment 20% 47% 99% 99% 97% 97% 95% 96% 94% 89% 88% 75% 61% 12% 30% 48% 92% 98% 99% 99% 98% 99% 97% 92% 90% 82% 65% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+ Penetration % per age group May 2019 May 2020 Source: Havas Media elaboration of Audiweb Data
  14. 14. 14 Takeout and opportunities • Mobility in the country is growing even though the recovery is slower in major cities (Rome and Milan). Turin recovered 75% of pre-lockdown volumes • TV audience trend is still higher (+9%) compared to seasonal volumes, especially during Prime Time • In May, total digital audience decreased compared to lockdown volumes but trend is still higher compared to previous period; there is an increase in digital penetration rate on senior citizens

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Vol.16: 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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