A traditional collective ritual, however, capable of renewing itself and attracting Generation Z. The Sanremo revolution is complete: in the fifth consecutive edition, Amadeus manages not only to beat itself, but also to capture an increasingly younger audience, who also watch TV on smartphone, tablet, PC.
The data speaks clearly.
Meanwhile, the Auditel average: the first evening of the 2024 festival glues to Rai1 an average of 10 million 561 thousand viewers with 65.1%, almost three points more than last year: it is the highest share since 1995, when Pippo Baudo's festival debuted with 65.15%.
The peak in absolute values rewards the touching intervention of Daniela Di Maggio, Giogiò's mother, Giovanbattista Cutolo, the 24-year-old musician of the Scarlatti Young Orchestra killed in August in Naples: at 10.09pm there are 16 million 786 thousand people in front of Rai1.
At 00.15, while Big Mama is on stage, the share reaches 70.1%.
The target audience talks about a festival which, thanks to the cast, speaks the musical language of young people: among those under 24 the average is 77.5%, three points more than in 2023;
on women aged 25-44 it is 74.9%, on males 66.7%, while at the same time the percentage on over 65s, Rai1's traditional audience, decreases.
And the distance between education classes is narrowing: it goes from 72.2% of graduates to 69.9% of the public without education.
The interesting data, however, is the total audience, extended to new connected screens and digital devices (the so-called small screens): yesterday 320 thousand people watched the festival in this way (+27% compared to 2023, when on average there were 252 thousand over the five evenings), thus bringing the total average audience for the evening to 10 million 900 thousand viewers.
The record for connected devices was then reached at 10.35pm with 670 thousand.
Still on the subject of total audience, 1 viewer in 4 among those who followed Sanremo on TV is under 34 years old, a figure that rises to 1 viewer in 2 among small screen viewers.
Record also on RaiPlay, with 25.24 million registered users and a +50% of devices connected to linear viewing during prime time, which thus becomes the most popular in terms of time spent live in the Auditel era.
The time spent live on the public service platform reaches 2 million hours (+57%), the consumption of video on demand reaches 45 thousand hours (+48%).
Throughout the evening, users saw the performances of artists, guests and hosts on RaiPlay, recording a new peak as early as 6am this morning.
With 2.8 million interactions, Sanremo accounts recorded a +130% increase compared to the first episode a year ago, with 148 thousand more followers (of which 75% on Instagram).
Boom also on TikTok: yesterday the 41 videos published by the @sanremorai profile reached 5.8 million views.
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