How did the Italians react to the coronavirus crisis? This question is answered by research by Dentsu Aegis Network , one of the largest multinational digital marketing and media communications companies. The research starts from the analysis of online conversations, with particular focus on the behavior of the influencers , and delves into the trends in the use of traditional and digital media on the epidemic.
LOOK IN THE DETAILS THE STUDIO
According to the Dentsu Aegis Network elaborations on Auditel, Auditel Digitale and Audiweb data, the growth of audience of TV and web has particularly concerned all news channels and information sites. In particular, comparing the data for the period 21 February - 1 March 2020 with that for the period 22 February - 3 March 2019 , Sky Tg 24 grew by 85% on satellite and 103% on digital terrestrial; Rai News even 106%. Growth also around 50% of streams on digital devices , for Tgcom24, Sky Tg 24 and Rai News. Among the sites dedicated to news, by comparing the week of 21-18 February 2020 with that of 13-20 February, the increases were everywhere greater than 50%. With a better performance of the ANSA website, it grew by 195%.
"The picture of a country came out - reads the summary of the research - which does not seem afraid , but who is fully aware of the gravity of the moment; and for this reason it tries to get informed and understand more, in any way. more, he wants to react and mobilize, also to defend the reputation of his city and his lifestyle. "
The study analyzed 1,075,502 coronavirus-themed online conversations between February 20 and March 1. "The search for authoritative reference points to get news and information was great - continues the analysis -. Official sources, first of all: ANSA , the Farnesina , the Ministry of Health and. Secondly, then: all the main Moreover, even the most popular online services have made direct links available to official sources, as did Instagram and Facebook with a direct link to the Ministry of Health website ".
On social media, experts such as Roberto Burioni and Roberta Villa have enjoyed increasing popularity and visibility, obtaining a further showcase also thanks to generic disseminators.
Even the most popular content creators stopped for a moment the role of pure entertainers, to start instead to inform, to sensitize, to convey positivity towards an audience that risked falling prey to anguish. Along these lines, the contents created by "The Show" and "Casa Surace ", but also those created by some brands, which have managed to make their voices heard on social networks without falling into banality: Tempo, Ceres, Taffo, Motta , among others.
The desire to react was best interpreted by the video #Milanononsiferma which - combined with the daily "push" on social media by the Mayor Giuseppe Sala - quickly became a viral phenomenon, also aggregating other initiatives from other creators, such as the Milanese Imbruttito.
