The increase should be attributed to growth in Italia1 and Rete4 (both +0.4) and to the contribution of the thematic channels (overall +1.3 points), enriched by Twentyseven (0.9).
Also growing were La7 (+0.7) and the thematic free channels of W.B. Discovery and Sky, both of which improved by half a point.
Similar situation on the commercial target, on which Mediaset gains 2.9 points of share and Rai loses as many.
Thanks to this increase Mediaset sharply increases its lead over Rai, distancing it by 9 share points (almost triple the 3.2 points of its counterpart).
Positive balance also for La7 (+0.9), and the free multichannel of W.B. Discovery and Sky (both +0.7 points).
Canale 5 prime time
Entertainment continues to be the best-performing prime-time genre from Mediaset’ s flagship, performing significantly higher than the network average. Talent show Tu si si que vales remains the top title of the fall.
Entertainment Productions.
Healthy ratings, on the other hand, for Big Brother Vip, which aired regularly for 9 Monday nights + 8 doubles on Thursdays, with an overall average of 20.6% (+0.2): Monday episodes were the strongest at 21% (vs. particularly weak dramas on Rai Uno this fall) vs. 20.1% doubles.
The first two prime time slot dedicated to entertainment show Zelig garnered an average share of 20.2%.
The choice of moving Emigratis from Italia 1 to Channel 5 brought to the channel an average share of 14.8%. while the two-evening dedicated to Italian singer Renato Zero recorded 13.6%, finally Scherzi a parte, back on the air on Sundays only a year after the previous edition, reached an average share of 12.5%.
Fiction
Very positive the debut of new original drama series Viola come il mare (starring Turkish actor Can Yaman and Francesca Chillemi) produced by Lux Vide (part of Fremantle Group) for RTI with an average share of 17% with 2.8 mln, a result perfectly in line with the average of the dramas broadcast last fall. This was the only original title offered by Mediaset for the late schedule.
Other drama series acquired abroad reached an average share of 11.6% like the French drama Just un Regard.
(in collaboration with Mediaset's Marketing Office)
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