Advertising investments on Italian TV seem declining

20 Sep Advertising investments on Italian TV seem declining

From January to July 2022, the leading Italian broadcasters collected advertising investments for 1.99 billion euros: -8.9% compared to 2021.

Consider that European football and the Tokyo Olympics aired in July 2021.

In the first seven months of 2022, Mediaset has got 57.1% of the investment share, Rai 20%, Sky 11%, Discovery 7.2% and La7 4.6%.

• • Sky (which in 2021 broadcasted the European football championships) dropped by -24.1% in the period, with a total collection of 219.6 million;

• • Rai (which in 2021 broadcasted both Europeans and Olympics) lost almost 100 million euros, equal to -1.9%, with a total collection of nearly 399 million euros;
• • Mediaset collected 1.14 billion euros (-2.2%);
• • La 7 collected 93 million euros (-7.6%).

The only broadcaster that gained ground in January-July 2022 is Discovery, with a gross of 145 million (+ 1.5%).