Italian TV ad market down 9.5%, RAI, Mediaset suffer most

The Italian TV advertising market was worth €2.27 billion at the end of H1 2012, down 9.5 per cent on the same period in 2011, according to figures published by Nielsen Media Research.

The most significant trend is that leading broadcasters Mediaset and RAI have lost market share in favour of pay-TV group Sky Italia and terrestrial TV rival La7.

In detail, ad revenues at Mediaset were down 11.8 per cent y/y to under €1.4 billion, for a market share of 61.4 per cent. RAI registered an even bigger drop, of 14.6 per cent, earning only €512 million (22.6 per cent market share) in the reference period.

Sky Italia saw ad revenues growing by 10.6 per cent to €204 million, for an 8.98 per cent market share. An even bigger growth was registered by Telecom Italia Media’s La7 channel, where ad revenues were up 15 per cent to €105 million (4.63 per cent market share)

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