The resilience of the generalists, listen up with the lockdown

(ANSA) - ROME, APRIL 27 - Besieged by the increasingly rich and 'aggressive' online offer, forced to resort to replicas to stop production, yet still able to remain central in the choice of viewers. The dacoronavirus pandemic does not send generalist TV channels into crisis, which are suitable for emergencies and are confirmed as dominant in Italian dietetics.
    In the lockdown period, from 9 March to 26 April - according to Auditel data processed by the Studio Frasi - Rai, Mediaset and La7 collect a market share of 55.7% on an average day (equal to 7.9 million spectators): a value down compared to the same days of 2019 (when it was 58.4%), but still more than half of that of the entire television offer that can count on hundreds of broadcasters, national and local, free and paid.
    In the early evening, the generalists reached a total of 62.1% of share, reaching 19 million viewers: a figure that grew compared to 2019 (60.9%).
    All seven generalist networks increase their ratings, for a total of just under 2 million in the day. Rai1 grows by 604 thousand spectators (+ 35.4%), Canale 5 by 361 thousand (+ 21.2%); Rai3 of 277 thousand (+ 38.6%), Italy 1 of 220 thousand (+ 44.6%), the others grow with percentages above 20%. In the early evening the increase is 4 million, 1 million of which qualifies for Rai1 (+ 23.2%) 874 thousand for Canale 5 (+ 22.6%); only Italy 1 is growing more than the average (+ 620 thousand individuals, + 48%).
    The two flagships, Rai1 and Canale 5, alone produce 55% of generalist listening, both on the average day (16.33% Rai1,14.55% Canale 5), and in prime time (18.61% Rai1, 15.54% Canale 5). (HANDLE).