Klaus Davi
July 02, 2024
We propose “Tele…raccomando”, the column by Klaus Davi dedicated to the small screen
WHO IS UP (“Italy-Switzerland”) Football-wise, Italy-Switzerland was a Caporetto that certainly did not benefit the reputation of our football. Suffering for the national team were 10,692,000 spectators, equal to 64.3% of the television audience, practically two out of three Italians with the TV on. The effect on competition was disruptive, given that the other networks fluctuated from 0.5 to 6.6% of share. A form of collective sadism?
For OmnicomMediaGroup, the terrible defeat has also drawn heavily from non-soccer pools with a female target in line with the monstrous share. A godsend for Rai coffers, which has oversold advertising and has also monetized in terms of induced revenue with “Notti Europee” on Rai 1 at 21%, not to mention the 8pm Tg1 which has broken through the 40% ceiling, managing to optimize the event at its best, while “Dribbling Europei” on Rai 2 is steadily traveling between 5 and 6%. Of course, Italy’s premature exit had not been foreseen by investors, but the enormous visibility that the match had will still be capitalized on for the next matches. Given the data, a final with Italy as the protagonist could have achieved even higher numbers, considering that the 2021 triumph on Rai 1 held an average of 18.1 million with a 74% share. Too bad, it will be for the next one…
