MARKETOVERVIEW

 
Italy

 

General Information

Demographics
Land area
301 302
  km2
Total population
60 340 328
Households
24 641 200
   
 
Economics
GDP
1 548 324
  
Millions of EUR
GDP per capita
25 660
  
EUR
PPS
1 522 176
  
Millions of PPS
PPS per capita
25 227
  
PPS
GDP/PPS
101.7%
Inflation rate 2008
3.50%
Inflation rate 2009
0.80%
Inflation rate 2010
1.60%
Inflation rate 2011 (forecast)
2.90%
Currency
Euro
    
Exchange rate 2010 EUR/EUR
1.000
Exchange rate 2009 EUR/EUR
1.000
Rate 2010/2009
1.0
Equipment/household

General

% of HH

Cars
77.7%
TV
96%
Terrestrial TV
almost 100%
Cabled Households
0%
Satellite Households
sat free: 2 317 188 (9.4%)
sat pay: 4 683 436 (19.0%)
The figures for sat free and sat pay are separate, both can be present in a household.
PC with Internet at home
50.4%
   

Radio

% of HH

Any type
N/A
Alarm clock
N/A
Car set
58%
mp3 player/iPod
15.6%
Mobile phone
N/A
Note: The source of radio equipment is different from general data, and therefore also the population basis is different.

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
302*
No. of stations/networks that sell advertising
18
No. of sales houses (excluding direct sales)
9
No. of sales houses that collect 80% of the radio adspend
5
Total number of spots broadcast
1 505 068
Average spot length
25 sec.
*main radio stations only

Daily Average Listening Time 2009 (2010 data is not available)
Reference Popluation
53 483 000
 
% Daily Coverage
73.10%
  
Individual Listening Time
02:01:00
hh:mm:ss
Listener Listening Time
02:46:00
hh:mm:ss


Daily Average Listener Listening Time Per Location 2009 (2010 data is not available)
 

Time

No. of People

At home only
02:20:00
10 409 000
In the car only
02:10:00
19 545 000
At work only
06:02:00
1 757 000
Various devices
02:16:00
7 385 000

Radio Advertising
Net radio adspend (Million euros)
441
Radio adspend in % of GDP
0.03%
Radio adspend in % of PPS
0.03%
Radio adspend per capita (Euros)
7.31€
Total number of advertisers
19 723
Total number of radio advertisers
1 059
Number of national radio advertisers
1 024
Number of local radio advertisers
N/A
Audience Shares Per Location 2009 (2010 data is not available)

Source: Audiradio 2010

Listening Curve 2009 (2010 not available)


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Advertising Expenditures

 

Gross Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Gross

Net

Gross

Net

Gross

Net

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV
incl
incl
incl
incl
Incl
incl
Public TV
3 433.0
7.7%
1 321.0
15.9%
3 172.0
7.0%
1 098.0
15.1%
3 258.0
6.5%
1 162.0
15.1%
Private TV
9 981.0
22.5%
3 530.0
42.5%
10 738.0
23.7%
3 261.0
44.9%
13 092.0
26.2%
3 581.0
46.5%
Total TV
13 414.0
30.2%
4 851.0
58.3%
13 910.0
30.7%
4 359.0
60.1%
16 350.0
32.7%
4 743.0
61.6%
 
Sponsorship Radio
excl
excl
excl
excl
excl
excl
Public Radio
258.0
0.6%
115.0
1.4%
222.0
0.5%
89.0
1.2%
213.0
0.4%
87.0
1.1%
Private Radio
753.0
1.7%
322.0
3.9%
807.0
1.8%
314.0
4.3%
895.0
1.8%
354.0
4.6%
Total radio
1 011.0
2.3%
437.0
5.3%
1 029.0
2.3%
403.0
5.6%
1 108.0
2.2%
441.0
5.7%
 
Cinema
539.0
1.2%
58.0
0.7%
700.0
1.5%
56.0
0.8%
954.0
1.9%
63.0
0.8%
 
Newspapers
17 158.0
38.6%
1 238.0
14.9%
18 378.0
40.5%
1 028.0
14.2%
19 423.0
38.8%
1 023.0
13.3%
Magazines
9 190.0
20.7%
1 232.0
14.8%
7 944.0
17.5%
878.0
12.1%
7 963.0
15.9%
830.0
10.8%
Other periodicals
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
Total Press
26 348.0
59.3%
2 470.0
29.7%
26 322.0
58.0%
1 906.0
26.3%
27 386.0
54.7%
1 853.0
24.1%
 
Outdoor/Transport
918.0
2.1%
227.0
2.7%
1 140.0
2.5%
244.0
3.4%
1 280.0
2.6%
242.0
3.1%
 
Internet
2 202.0
5.0%
271.0
3.3%
2 254.0
5.0%
290.0
4.0%
2 980.0
6.0%
354.0
4.6%
 
Total
44 432.0
100.0%
8 314.0
100.0%
45 355.0
100.0%
7 258.0
100.0%
50 058.0
100.0%
7 696.0
100.0%

 

Share of Media Expenditure - NET 2010


Weight of 12 global actors - amount of radio spend (in thousand EUR)
Company 2006 2007 2008 2009 2010 2010 2010
          %radio inv = Weight of radio in the media mix
Procter & Gamble not available
7 230
6 926
2 582
5 327
1.21%
2.6%
Unilever not available
4 864
1 494
3 970
1 677
0.38%
1.6%
Henkel not available
139
28
2 051
2 547
0.58%
6.5%
Master Foods not available
0
0
0
142
0.03%
1.0%
Nestlé not available
1 906
2 036
2 518
2 906
0.66%
3.7%
Kraft not available
1 103
737
1 223
956
0.22%
1.8%
Ferrero not available
4 507
9 916
4 983
4 796
1.09%
2.6%
Coca-Cola not available
1 728
1 564
1 468
2 648
0.60%
8.2%
L'Oreal not available
1 741
1 408
1 969
2 137
0.48%
1.6%
Danone not available
583
388
1 099
0
0.00%
0.0%
Reckitt Benckiser not available
197
417
237
0
0.00%
0.0%
Mc Donalds not available
1 462
1 107
1 353
1 369
0.31%
5.1%

Comment

% represented by 12 actors in the total radio spend

5.56%
     

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Market Structure

Market Structure: Players

Radio Adspend (Net) 2010
     
Sponsorship included

Name of Station/Network

Sales House

% Audience Share 2009 (2010 data is not available)

in thousand EURO

% Market Share

RAI RADIO1
SIPRA
11.69%
44 934
10.19%
RADIO DEEJAY NETWORK
MANZONI
9.42%
54 637
12.39%
RAI RADIO2
SIPRA
7.07%
38 647
8.77%
RADIO DIMENSIONE SUONO
RDS AVERTISING
9.41%
45 848
10.40%
RADIO 105 NETWORK
NOVE NOVE
8.43%
47 635
10.80%
RTL 102.5 HIT RADIO
OPEN SPACE
9.89%
37 816
8.58%
CNR
RCS PUBBLICITA’
N/A
21 913
4.97%
RADIO ITALIA MUSICA IT
MANZONI-ELEMEDIA
6.85%
26 339
5.97%
RADIO MONTECARLO
NOVE NOVE
2.94%
20 089
4.56%
RAI RADIO 3
SIPRA
3.49%
3 260
0.74%

 

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute
Audiradio
Universe
11+
People represented
53 483 000
In percentage of the total market population
89%
Methodology
CATI
Sample
3 600 (14 400 for a year)
Reference measurement unit (audience base)
15 min
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Authorized
Max amount of advertising time per week
4%
Max amount of advertising time per hour
12%
Min interval between two advertising breaks
None
Max number of spots per break
None

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Price of Advertising

Peak Times

Sipra
Peak times
6-9 a.m.
Percentage of inventory booked during those times
approx. 32%
Rate Cards

Sipra
Publication frequency
3
Publication times
Winter-Spring, Summer, Autumn
Rate card base - standard “time unit”
30''

Reference Cost per Thousand Per Media

Media

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio (net) 1.2 € 100 30'' Nielsen/Commercial ads only, 11+
TV (net) 3.6 € 300 30'' Nielsen/Commercial ads only, 11+
Cinema (net) 81.0 € 2250 30" Nielsen/Audiomovie, 11+
Internet (net) 2.7 € 225 1000 adviews Nielsen, 11+
Dailies   not comparable Average price of each ad: 4 848€ Nielsen, 11+
Magazines   not comparable 1/1, page 4c: 4 460€ Nielsen, 11+

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January 5.0%
February 7.3%
March 9.8%
April 8.5%
May 11.4%
June 11.0%
July 7.2%
August 3.1%
September 7.9%
October 10.1%
November 10.7%
December 7.9%

Seasonality

Month

Sipra

Seasonal variations as index of average annual rate

January
91
February
107
March
107
April
98
May
116
June
102
July
81
August
46
September
114
October
125
November
125
December
90

 
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

Sipra

Price Index 30" = 100

Less than 5 sec  
Up to 07 sec
54
10 sec
60
15 sec
70
20 sec
90
25 sec
95
30 sec
100
35 sec
120
40 sec
140
45 sec
165
50 sec
190
55 sec
220
60 sec
250
More than 60 sec
Other

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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