Warner Bros. Discovery comes of age: protagonist of Italian TV – Video

Canale Nove leader in terms of growth

The flagship network is channel Nove, which is the network that in this part of the season has grown more than the others both throughout the day and in prime time according to the calculations of Studio Frasi on Auditel data. We are talking about a +48.57% over the first thirty-one weeks of this season (10 September 2023 – 14 April 2024) compared to the same period of the 2022-23 season. The average audience in prime time is 669 thousand individuals for a share of 3.3 percent.

Those who follow Nove are ten years younger than Rai1, with an average age of 55. Considering the ratings since the arrival of Fabio Fazio (15 October), Nove records an average prime time audience of 710 thousand spectators for a share of 3.5 percent. In the early evening slot, the one dominated by Amadeus on Rai1, Nove today records a share of 2.8% while Amadeus with Affari Tui on Rai Uno travels at 24 percent.

The challenge to Rete 4 and Rai 2

«With the arrival of Amadeus Warner Bros. Discovery continues the structuring of Nove as a channel capable of competing in ratings at least with the last of the seven generalist ones, Rete 4 and Rai 2, already today less than a share point apart in prime time for Rete 4 and 0.9 the second Rai network. The prime time access slot successfully managed by Amedeus on Rai 1, once replicated with the necessary differences, will bring Nove to at least sixth place among the most followed networks in Italy”.

On this front Siliato has no doubts: «The overall strategy of Warner Bros. Discovery will at this point provide for a further overall strengthening. Thanks to the impoverishment pursued by the public editorial service, it could contemplate strengthening the set of free channels, as well as with Amadeus’ skills over the entire entertainment sector, with the strengthening of information and, if necessary, with the transfer to the free area of ​​one of its kids channels to be competitive with Mediaset’s non-generalist channels, which are two share points distant at this point in the season”.

The dispute over ratings and advertising

Warner Bros. Discovery therefore promises to be serious. Even more so now that he has brought a breakthrough piece like Amadeus to his side. To compete with the two big names in Italian TV, Rai and Mediaset, for ratings and advertising. Will the publisher led in Italy by Alessandro Araimo be able to make inroads into the historic duopoly of Italian TV? Everything to see. However, what is happening with ratings, as with advertising, is symptomatic. In the first case, as indicated by the calculations of Studio Frasi on Auditel data, in the first 31 weeks of the season the publisher Warner Bros. Discovery saw ratings grow by 14.25% on the average day (8.82% share behind the 37.73% of Mediaset and 36.94% of Rai) and 22.57% in prime time (8.63% share behind the 37.65% of Rai and 36.87% of Mediaset). It must be said that the trend is also significant: in prime time Mediaset lost 2.93% of its audience, with Rai losing much more: -5.48 percent. Similarly, on the average day, Mediaset lost 0.58% with Rai recording a drop of -4.96 percent. In terms of advertising revenue, Warner Bros. Discovery, according to Nielsen data, closed the first two months with 41.9 million euros in revenue (+22.4%), compared to +3% for Mediaset (322.8 million ); +8.7% of Rai (to 152.6 million), +7% of Sky (to 58.2 million) and +0.4% of La7 (to 24.8 million).