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In March, listeners are down on 2020, but smart TV is a boom

2021-04-08T08:14:16.386Z


Phrases Studio, -2.5 million. But +5.2 million with the TV connected to the Internet (ANSA)


In March, ratings are down on 2020, Studio Frasi is a boom, -2.5 million.

But +5.2 million with TVs connected to the Internet (ANSA) - ROME, APRIL 07 - Television viewing falls in March compared to the record results of a year ago: 11.4 million viewers in 24 hours, two and a half million less than at the beginning of the pandemic (13.9 million, 23.8% of the population), when anxiety about the spread of the virus kept us glued to the TV for over 7 hours a day on average (429 minutes, down today to 369 minutes, exactly one hour less).

And in prime time there are 27.5 million Italians (47% of the population) with a TV on, compared to 30 million a year ago (51.2% of the population).

This is the photograph taken by the Observatory of Studio Frasi, which also signals the boom in consumption from smart TVs, which rose by 5.2 million from March to March: TVs connected to the Internet have dramatically widened the horizon of the offer thanks to over the top like Netflix, Prime Video, Timvision, making us more and more involved, selective, critical and demanding.

As for audiences, Studio Frasi notes that in March the time devoted to television programming by girls and boys decreased by an hour and a quarter, a clear effect of returning to school.

The decline in the other segments of the population is less significant: it ranges from -10% of over 65s, to -15% of graduates, to rise to -25% of those aged between 35 and 44 years, subjects in part recalled to the work.

As for the programs, at the top of the list of the most viewed in March 2020 there were four speeches by Prime Minister Giuseppe Conte, the Prayer of Pope Francis, two episodes by Commissioner Montalbano and several editions of Tg1.

This year we find the five evenings of the Sanremo Festival (which last year was held in February), again Montalbano and the fiction Leonardo and Lolita Lobosco, all branded Rai1.

On the networks front, compared to March 2020 all publishers lose audience: on the average day, Rai drops by 696 thousand units (-13.8%), Mediaset by 899 thousand individuals (-18.8%).

La7 also loses ratings, the only one to grow is Dazn (but we are talking about 11 thousand spectators on an average of 24 hours at least according to the only possible measurement, that from the Sky decoder).

In prime time, Rai is the only one with the plus sign: in the face of an overall decline in the total TV of 2.5 million people (-4.3%), Viale Mazzini manages to balance the score with the audience (+ 0.09%) thanks to the performance of generalists (+ 2.4%);

Mediaset suffers more with the generalists at -19.4% compared to the first evenings of March 2020.

As for social networks, the interactions - measured by Talwalker - between television programs and Facebook, Twitter, Instagram and Youtube reward Sanremo (33.2 million), followed by Amici di Maria De Filippi (23.1 million) and Big Brother vip ( 10.2 million);

then Che tempo che fa (5.7 million) and The island of the famous (4.8 million).

Even the TV watched on internet platforms undergoes a decline: between March 2020 and March 2021 clicks (legitimate streams) drop from 944 to 766 million, but for Rai and Mediaset they grow (respectively + 28% for Rai and + 27%).

Source: ansa

All life articles on 2021-04-08

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