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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%).
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