European football championship effect: Rai ratings are soaring, especially Rai1 in the early evenings of Euro2024. The best ratings of the week are obviously those relating to Azzurri on the pitch: first Italy–Albania (with 10.4 million average viewers, for a share of 55.7%), and then the unfortunate Spain–Italy, which attracted 12.3 million viewers, for a share of 57.9 %.
In the early evening of June, starting from mid-month, Rai1 reaches 30% share, with the other goals penalized (in particular, Canale 5 with an 11% share). In addition to Italy’s matches, they also fly the other matches (in the early days a maximize viewers, aligning perfectly with prime time TV, between 9.00pm and 10.00pm): Austria–France (1st half), followed by 5,684,000 viewers (29.3% share); Portugal–Czech Republic (1st half), followed by 5,650,000 spectators (30.7% share); Serbia–England (1st half), which is seen by 5,060,000 average viewers, for a share of 29.4%; Germany–Scotland (1st half) which attracted 4,864,000 spectators, for a share of 27.3%; Scotland–Switzerland (1st half), with 4,768,000 spectators, 26% share. There average of the main matches broadcast by Rai1 has an average of 5 million viewers, for a share of over 30%.
Football on TV, especially in the case of these events, is confirmed one of the most important resources to attract an audience that is not only large, but also normally less present: it is in fact one young and even very young audiencea, with a male prevalence (although not overwhelming).
An idea of how this audience is made up comes fromtarget analysis: the best share is collected among children (8-14 years), with almost 40%. Followed by young adults (35-44 years), with 39% share. Over 55 years of age the share drops, if I may say so, to 30%. (adj)
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