Italian television celebrates: advertising sales up on last year. Data in growth especially for La7.
Positive trend for TV advertising investments from January to September 2018: 2.633 billion euros with an increase of 1.2% compared to last year. According to the revised data of ItaliaOggi, excellent results for Mediaset which collects 57.5% of total TV investments, despite the decline in September has maintained a growth of 2.7% compared to 2017. Stable results in September for Rai, which however does not contain the loss of investment compared to last year, which in the period January-September amounted to 3.7%.
The best result went to La7, which increased its market share and advertising sales by 4% compared to 2017. Discovery (+1.9%) and Sky (+1.2%) are also more significant. La7 is the fastest growing of the Italian networks, thanks also to the positive numbers in terms of ratings. In October, the average prime-time audience was 5.2%, an increase of 50% over the same period of 2017. Confirming these numbers, at the end of the year La7 could close its advertising sales around 145 million euros with +5% compared to 2017.
The success of the Urbano Cairo network is mainly due to the programming of political information with programmes such as Otto e Mezzo, with average ratings of 7.82% (+42% compared to 2017), followed by diMartedì by Giovanni Floris at 7.26% (+51% compared to 2017) and Non è l’arena by Massimo Giletti at 6.48%. The positive trend, however, gathers almost the entire programming La7, forecasting a strong growth of the network and collection.
