World Cup, Rai aims for +10% audience The unknown factor in advertising Latest News

Rai begins on the proper foot on the World Cup in Qatar. The Rai Pubblicità press launch has the tone of triumph: the opening match between Qatar and Ecuador (probably not an enormous match) with a mean of 4.66 million viewers (29.5% share) «scoring a +35% of amr ( the viewers) in comparison with the opening match of the 2018 World Cup broadcast on Canale 5″.

A consequence which, in line with the estimates offered by Rai itself to the central media – and seen by Solely 24 Hours – goes past expectations. Which for the opening match had been aiming for 3.5 million spectators, however on Rai 2. In follow, a consequence that may be just like that of Mediaset for the opening match 4 years in the past: 3,442,000 spectators and 29.8% of share for Russia-Saudi Arabia. Nonetheless, the match was broadcast on the flagship community and the share thus reached the determine of 4 years in the past with a clearly better TV viewers because it was an autumn interval.

It will likely be seen within the morning, with the publication of the Auditel information, whether or not yesterday could have conceded an encore, which noticed England and Iran (estimated 3.1 million common viewers on Rai 2), Senegal and Holland (3, 2 million on Rai 1) and Usa-Wales (7.6 million on Rai 1). In the meantime, what emerges from the industrial coverage is the goal of 5.5 million common viewers per recreation and eight.5 million in prime time on Rai 1. This is able to imply +10% common viewers and +20% in prime time (percentages curiously disappeared between the slides distributed in July and people revealed now on the positioning) with respect to the 2018 World Cup broadcast by Mediaset. Even then there was no Italy. However in the summertime and never on this autumn-winter interval.

The media facilities contacted by Solely 24 Hours they reply with shock to the results of the primary match. Nonetheless, suspending the judgment to the continuation of the occasion. For which they anticipate promoting revenues from Rai ranging between 35 (the worst estimate) and 65 million.

«As a citizen I ask myself the query: what’s the purpose of spending 200 million of rights on all the things plus manufacturing prices? Is it a public service?” was the polemical lunge of the CEO of the Mediaset group Pier Silvio Berlusconi just a few days in the past. Mediaset, the CEO confessed, had additionally tried to repeat the blitz of 4 years earlier. However he felt the price was extreme. What is understood – and which was additionally confirmed within the final name with analysts – is that the Biscione has collected round 95 million from the 2018 World Cup in Russia. For his half, Rai CEO Carlo Fuortes clarified that the World Cup won’t be a balanced operation, however an operation that needed to be finished.

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