“After July has grown 5% compared to the same month in 2016, net of the European Football Championship, we estimate we close the tax year with a positive sign” states Advertising Director Daniele Ottier during the press conference for the presentation of the schedules for Sky.
And indeed, after the commercials broadcasted on Sky were down 7% (in January-June 2017), Murdoch’s company will close its tax year with an increasing advertising revenue for 2017-2018. The absence of sporting events of great international interest does not seem to have damaged the network, which has grown 5% in July and 20 % in August in terms of advertising. So, with a market estimate on the basis of the Nielsen ratings, Sky has a revenue of nearly 400 million on a yearly basis: 75% of the costs are supported by PPV channels and the remaining 25% by the free-to-air offer of Tv8, Cielo and SkyTg24.
According to CEO Andrea Zappia: “Sky is the first European investor in the area of content and our undertaking is addressed to the development of creativity and innovation, combining these elements with strengthening the brands. Projects and undertakings fitting perfectly with our core business, but also with our free-to-air activity”. The group wants to keep growing: it aims at its three pillars (sports, TV series and cinema). 6.000 hours of live events broadcasted on the sporting channels of Sky and Fox, with more than 2.000 football matches and 108 exclusive TV series. The presence of chefs Carlo Cracco and Antonino Cannavacciuolo (together with Discovery group) has been confirmed. Gomorra is coming back and Sky will produce its first Western TV series.
