Less commercials, cancelled events and audience loss: in Italy, first European country to quarantine its citizens, also the radio is suffering from Coronavirus.
With companies closed and consumptions limited to basic commodities (shopping at the pharmacy or at the supermarket) the consequences on advertisings revenue is the same for every media. Consequently, the Italian government had planned (and later cancelled) to assign 40 million Euros as a bonus to help radio-television broadcasters, out of the 25 billion Euros allocated to support economy (decree of March 16th, 2020, called “Cura Italia”) . This was based on the relevant cuts in advertising’s investments reported by Confindustria Radio Televisioni, an association that represents the main networks.
Record audience for TV
According to Auditel’s data, however, during the first quarantine week a boom of TV-audience has been noticed, forcing the research institute (that does the scan with the meter) to postpone the report’s publication. On March 10th, 2020, the first day of quarantine for the whole country, the viewers increased by 1,7 million against one week before, with 2,65 million more during prime time.
On March 15th, 2020, despite sport programmes and other popular shows had been cancelled, the prime time viewers increased by 5,1 million. A rise in audience like this surely increases the value of commercials, but is still not enough to make up for the general loss in advertising investment.
And what about Radio?
Radio broadcasters did register a loss of audience especially during the morning, usually rich in commercials: in car the traditional radio listening still prevails, but will the quarantined commuters still listen to the transmission that accompanied them on their way to work? Or are they going to sleep for an extra hour?
On the other hand, the ones that are experiencing smart working, or the ones that are at home forced by the temporary closure of their companies, are they going to turn on their radios or their TV sets?
In a couple of months we’ll have some statistics that will tell us if radios took advantage of this epidemic, or if TV or other media prevail.
To know that, we have to wait for the next Ter’s research ( the “Tavolo Editori Radiofonici” published on March 10th, 2020, the results of the first round, made of 30.000 surveys done since January 21st, 2020)