Fall brings with it two events that will keep Italians glued to their TVs. On one hand, the Nitto ATP Finals, which are returning to Turin and will be broadcast free-to-air for the first time. On the other, a programming lineup featuring several new additions, including shows on Mediaset and La7. For those planning TV advertising, both events are equally important: these are weeks with high viewership, prime-time slots, and a broad audience to reach.
When will the 2026 ATP Finals be held in Turin?
The Nitto ATP Finals are being held from November 15 to 22 at the Inalpi Arena in Turin. It is the tournament that wraps up the men’s tennis season. It pits the eight best players of the year against each other in a round-robin format rather than the traditional single-elimination bracket. Turin has hosted the event since 2021, and over the years, the week of the tournament has become a celebration for the entire city, not just for tennis fans.
Where to Watch the 2026 ATP Finals for Free on TV
Starting this year, television coverage will change. Italia 1 will broadcast one match per day over-the-air, including the final, thanks to a multi-year agreement between Mediaset and the ATP that has stripped Rai of its free-to-air rights. Sky and Now, on the other hand, will continue to broadcast the entire tournament, available exclusively to subscribers. With Sinner ranked number one in the world and already qualified, the tournament is reaching a particularly wide audience even on general-interest networks.
Why the ATP Finals Are Also of Interest to Advertisers
An event of this magnitude, broadcast unencrypted during prime time and on weekends on a general-interest network, brings weeks of high viewership and a broad audience: for a brand seeking visibility, it’s an opportunity not to be missed. These are events that we incorporate into our clients’ schedules well in advance, before the window closes.
What’s Changing in the Fall 2026 TV Schedules
In the weeks leading up to the sporting event, the networks have already unveiled their schedules for the new season. There’s no shortage of new features here either.
Italia 1 reaffirms its core programming. “Le Iene” and “Zelig On” are back with Paolo Ruffini and Ale & Franz, along with “Sarabanda Celebrity” and several major movie releases, such as “Wicked,” “Dune – Part 2,” and “Wonka.”
Canale 5 is once again focusing on major music shows, with special episodes featuring Irama, Achille Lauro, Emma, and Giorgia. In addition, the channel offers a rich lineup of TV dramas starring familiar faces from the small screen.
La7, on the other hand, is bringing “M – Il Figlio del Secolo” to general-interest television for the first time. The series, based on the novels by Antonio Scurati and starring Luca Marinelli as Benito Mussolini, is directed by Joe Wright and had previously been available only on pay-TV. Eight episodes will air over several evenings, introduced by Corrado Augias. Among the other new premieres is “The Apprentice – The Early Years of Trump,” a film about Donald Trump’s early days as an entrepreneur in New York.
How to Plan Your Fall TV Advertising Campaign
Major free-to-air sporting events and new book releases lead to viewership peaks that can be predicted months in advance. Knowing the schedule of these events well in advance allows you to allocate your advertising budget to time slots with the highest viewership, rather than negotiating ad slots right before the broadcast, when the best spots have already been booked. We monitor changes to programming schedules and major free-to-air events on behalf of our clients and incorporate them into media planning well in advance. If you’re considering advertising planning for the fall, our team is available to discuss it with you.
