In recent years, the habits of Italians with respect to television consumption have undergone a significant change: in fact, more than 72 percent of viewers now routinely watch streaming television. In particular, more than 50 percent of 18-34 year olds prefer to watch TV programs via mobile devices and laptops. However, traditional television still remains the preferred choice among viewers aged 55 and older, with 86 percent of them enjoying it daily (source: Auditel). This figure testifies to the importance of the television sector, which remains healthy in our country despite competition from digital and streaming platforms that has reduced its market share over the years.
Indeed, the TV industry has evolved, incorporating emerging trends such as mobile TV, web TV and the use of smart TV, an attraction that is reflected in an increasingly large and diverse audience. As Spada Media Group, we have developed important partnerships with major national broadcasters and the best national advertising concessionaires, positioning us among the leading agencies at the Italian level by providing design, production and planning services for first-rate TV commercials.
Italy, with the highest TV consumption rate in Europe, offers a very large audience of potential consumers. On average, about 25 million people watch TV content each month through a connected Smart TV (32 million if we include external devices), enabling TV advertising to reach diverse targets from the young to the elderly, with 361 national channels, more than 90 of which are free. Our offer includes advertising campaigns on the main national networks (Rai, Mediaset, La7) and beyond, ensuring effective and widespread coverage throughout the country.
The data regarding the ratings tell us that it is possible to have audience peaks of up to more than 8 million viewers in the evening slots from 7 p.m. to 11 p.m. and around lunchtime, 12 p.m. to 3 p.m. Most of the traffic is on the main Rai and Mediaset networks, Rai 1 and Channel 5, respectively. Other networks such as Rai 3 or La7, on the other hand, have more specific audiences, linked for example to regional news or in-depth evening programs.
A meticulously planned TV campaign can hit a wide and diverse audience, taking advantage of carefully selected programs and times based on genre and audience preferences. The richness and diversity of the schedules, in fact, allow for accurate audience segmentation, offering the possibility of tailoring advertising campaigns to specific criteria such as gender, age group, or distinct interests-whether they are sports fans, culinary gourmets, or cinephiles. TV therefore has the ability to reach large segments of the population throughout the Peninsula and to intercept heterogeneous targets in terms of age, gender and interests.
The creation of a TV advertising campaign involves the development of a minimum 10-30 second spot, flanked by careful programming on the TV channels relevant to its target audience. The production cost of the commercial represents a variable investment: it starts from an affordable base, with a few thousand euros for a commercial created with stock images, to considerably larger budgets, in the hundreds of thousands, if it also includes the participation of testimonials, prominent settings and the direction of renowned filmmakers.
Generally, for a two-week visibility period on a single network with a 15-second spot, a starting budget of about €100,000 should be considered. A prime time advertising insertion during flagship formats or within the main newscasts can range between €15,000 and €20,000 per passage, depending on rates and seasons, but it allows for visibility among millions of viewers. Another highly effective solution is addressable TV, which leverages data from smart TVs for more refined targeting, allowing advertising messages to be delivered only to the most relevant viewers or in specific geographic areas.
In any television advertising campaign, Gross Rating Point (GRP) turns out to be the benchmark metric. The GRP provides a quantitative estimate of the impact of the commercial, indicating its ability to reach target viewers with a certain frequency.
Although GRP is critical, other KPIs provide additional details about the extent and effectiveness of a television campaign that we always take into account in our analyses:
- Gross contacts: the total number of times the commercial was viewed;
- Percentage coverage: the proportion of the target audience that actually saw the commercial;
- Average frequency: reflecting how many times, on average, the target audience viewed the commercial;
- Proportion of commercials in prime time: a qualitative indicator that assesses the premium position of the commercial within programming, associated with higher attention and viewership.
Types of advertising on TV
Addressable TV is a revolutionary way of delivering TV ads, which has the power to transform the TV advertising experience. LAddressable TV is based on digital data and provides accurate and detailed audience analysis.
On-demand television represents a significant breakthrough in the television industry, allowing viewers to access the content they want on demand. On-air programs can be viewed in live streaming or can be retrieved by users when they wish.
In the era of digitization, local television remains a crucial pillar for effectively connecting with audiences. We are aware of the importance and effectiveness of local TV in conveying specific messages, both in small areas and on a national scale.