Audience, readings, contacts in Italy

media data in April

In April the media share was granted to Rai Uno, which, on the average day, appears to be the most viewed channel, followed by Canale 5 with a minor share difference (40.5% vs 41.2%). It is worth noting that at the same time Italia 1 outruns its direct competitor Rai Due in terms of share. Sky holds 3.2% of the viewings followed by La7 with less share of 2.9%. The remaining satellite and digital terrestrial operators make up 6.4% and 5.9% accordingly. In general, there can be seen a stable upward trend in the viewings in comparison with the same period of 2008. However, the first months of the year were marked by larger audience which now tends to shrink.

According to the Audioradio’s survey on average radio listening in Italy, the leading position belongs to Radio Uno: among the commercial radios Radio DeeJay seems to have the highest score for young age- groups. The network navigators are unchanged accounting for 22 millions, the same figure of the last month. Search engines, portals and communities are dominating. The latter take on average about 4 hours 24 minutes a month per person. Then go online games which consume 3 hours 32 minutes and emails with 1 hour 25 minutes. On average each navigator connects to the internet at least 35 times, resulting in total 27 hours 45 minutes and 81 sites. Unlike 2008, when each web navigator made on average 31 internet connections and spent 21 hours visiting 67 sites, there is an evident shift.

The periodical readings went up by 2.1% compared to the previously conducted survey. The periodical readers the average day account for 23.2 millions. The Gazzetta dello Sport takes the lead bringing about 3.7 million of readers. The second place is given to Reppubblica with 3.1 million. Corriere has attracted more readers resulting in a 6.8% increase, whilst periodicals are slightly down.

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