Auditel, the company that measures Italian TV ratings, has published the first weekly TV ratings through smart TVs, smartphones, tablets, computers and game consoles, at-home and out-of-home. In the week from June 16 to 22, 2019 audiences watched a number of TV content through digital devices amounting to 120 million. 51% of streams was through mobile and 48% through computer. 92% of TV content was watched on demand, while 8% live.
There are 112 million of screens in Italy today, only 42 million of which are TVs. The other 70 million are smartphones (43 million), tablets, computers and smart TVs. The “new” television is on demand, is at-home and out-of-home, is made of short form content. For this reason, from this week on, every Tuesday, Auditel will publish weekly TV ratings through digital devices.
TV ratings through smart TVs, smartphones, tablets and computers are measured through tags placed by the publishers on their online videos. Auditel will monitor the number of digital devices in the average minute, the seconds each device displays editorial and advertising content, and the stream’s average duration.
At the moment Auditel monitors 6 publishers representing 86.5% of the market: Rai, Mediaset, LA7, Sky, Discovery e DeA. In the week from June 16 to 22, 2019 Sky won with 74.3 million TV content watched through digital device. Mediaset (27.3 million streams, of which 19.3 million were Canale 5 content) and Rai (11.5 million streams) follow. As for the amount of hours audiences spent watching TV content online, Mediaset outdid Sky (1 million hours) and Rai (2.08 million hours) with 2.15 million hours.
Auditel measures only ratings from desktops and mobile browsers. At the moment the company does not measure ratings from apps like Sky Go, RaiPlay and Mediaset Play, which represent 25% of the traffic. Starting from September, Auditel will measure also TV ratings through apps. This will be a first step towards the “Total Audience” of Italian TV, which combines traditional TV ratings and digital devices ratings.
