Vol.17: 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.

1. 1
Dossier 24th – 17 July 2020
A low cost Summer

2. 2
Havas Media conducted a research on citizens’ sentiment during the
final stage of the emergency
• Havas Media has conducted a
quantitative research on an online
sample, for more than 3 months
to monitor Italian citizens’
sentiment.
• The new research was conducted
between 10-13 July on 200 cases
18+, a sample that represents
Italian citizens
50% 50%
North West: 21%
North East: 40%
Center: 17,5%
South and isles: 22%
Average Age:
45 y/o
18-24 25-34 35-44 45-54 55-64 65+

3. 3
Financial, social and healthcare situation are the main concerns
Q1 – From 1 to 5 (where 1 is «not
at all» and 5 is «a lot») how worried
are you about the post Covid
situation that we are now living in?
Q2 - What are you biggest
concerns?
65,5%
Is worried
«a lot+enough»
+4.2pt vs previous wave
0
10
20
30
40
50
60
70
+4,2
vs prev. wave
+2,4
vs prev. wave
+6,9
vs prev. wave
Havas Data Insight – Proprietary research

4. 4
Few have already organised their holidays: travel indications are
clearer but citizens don’t feel safe
% respondents that still haven’t
booked their summer vacation
7
8,1
12,5
11
18,9
19,2
25
28,8
24,1
5,1
7
7
10,8
13,4
13,4
13,4
28
31,2
Other
I will not go on holidays because I don't have time
off
It's not clear how we can travel outside the region
Usually, I do not go on holiday during summer
I still have make up my mind
I still do not know what type of holiday I will
organise
Restrictions are not clear
I will not go on holidays for economic reasons
I do not feel safe travelling
wave 3 wave 2
84,7% 78,5%
wave 2 wave 3
How come you still haven’t organised anything yet?
Havas Data Insight – Proprietary research

5. 5
Holidays: Italian destinations with the family and low costs
59,7
45,2
25,8
14,5
11,3
8,1
4,8
69,8
32,6
23,3
7
18,6
9,3
2,3
0
10
20
30
40
50
60
70
80
Holiday 100%
Italian
Holidays with the
family
Total relax
Holidays
Holidays abroad Low cost holidays Holidays on the
road
Fitness holiday
wave 2 wave 3
+7,3pti
+10,1pti
-7,5pti
Q6 – What activities you will be doing during
the holidays?
-12,6pti
Havas Data Insight – Proprietary research

6. 6
Newspapers, puzzles magazine on paper, cooking and lifestyle digital
magazines will be the main beach readings
56%
29%
63%
57% 54%
67% 67% 67%
61% 57% 52%
24%
44%
71%
37%
43% 46%
33% 33% 33%
39% 43% 48%
76%
0
5
10
15
20
25
30
35
40
45
50
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Digital Paper Total
Among the different
magazines you will buy state
weather it will be digital on
paper
(Basis: those stating they will
«read newspapers and
magazines» 21,5% of
respondents

7. 7
News, discounts and offers are the most googled subjects; social
networks and videocalls with friends and relatives
62,5
55
42,5
33,8
30
25
22,5
15 15 13,8
0
10
20
30
40
50
60
70
I will keep updated
on news
I will read pieces
I'm interested in
I will look for offers
(sales)
I will hear from
relatives and
friends via chat
and videocall
I will spend my
time watching
videos
I will mainly use
social networks
I will look for info
on necessary
goods
I will watch live
streaming, stories
and videos on
social networks
I will look for info
on important
purchases (home,
car…)
I will look for
products for the
next season
(clothing...)
You stated that you will spend your holidays doing online researches, on…?
(Basis: those declaring they will surf online 40% of respondents)News
Sales
Social networking
Havas Data Insight – Proprietary research

8. 8
Italy back on track: AdCity 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 increase in Rome and Milan while Southern cities are back
to pre-Covid trends. Turin mobility is 75% of the volumes of last
January/February

9. 9
Mobility recovery has been faster in the South of the country
76 74
55
58
65
53
85
93 92 91
-
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 6-12 Luglio Idx. ultima settimana vs. media pre-lockdown (=100)
AdCity – Average Net daily Data, Sundays excluded

10. 10
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
+0.5%
vs. previous week
AdCity – Average Net daily Data, Sundays excluded

11. 11
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
Elaborazioni AdCity – Dati medi giornalieri, esclusi giorni festivi
+3.9%
vs. previous
week

12. 12
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
+8.8%
vs. previous week
AdCity – Average Net daily Data, Sundays excluded

13. 13
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
-0.5%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

14. 14
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
+2.3%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

15. 15
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 12-lug
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 2019
Audience TV: week 5-11 July close to seasonal trends
2020 vs 2019
week 5-11 July
+10,1% +8,9%
+5,3% +4,5% +3,7% +3,7% +3,6% +3,4% +3,4% +2,9% +2,9%
-0,1%
KIDS 8-14 18-34 KIDS 4-7 U 25-54 Individui +
Ospiti
15-64 25-54 15+ RA D 25-54 CSE3.0
MA+A
RA 25-54
Source: Havas Media elaboration of Auditel Data

16. 16
Prime Time keeps increasing compared to seasonal trends
-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 5-11 July
% YoY 2019 2020
Source: Havas Media elaboration of Auditel Data

17. 17
Takeout and opportunities
• Health and economy are the main concerns for Italians. The number of those who
decided not to go on holidays is still high mainly because they do not feel safe
• For those who have already organized their holidays: 100% Italian vacation, low cost,
relaxing, reading (mainly digital magazines/newspapers), following influencers and
using social networks will be the main activities at the beach
• Mobility volumes in Milan and Rome increase even though the trend is still slower
compared to Southern cities
• TV audience back to seasonal volumes while Prime Time is still outperforming 2019
trends