Sanremo, ratings higher than Rai Pubblicità's estimates. And Geolier wins the Social Festival

On TikTok, in terms of followers, Ghali (over 100,000), Mahmood (54,800) and Clara (49,900) grew the most. In terms of views, always Ghali (more than one million), BigMama (872 thousand) and Mahmood (806 thousand). The most viewed post is a behind-the-scenes of Mahmood from the third evening. A curiosity: the only competing artist who lost followers on both Instagram and TikTok in three days of the festival was Sangiovanni. "The preliminary observation to be made,' comments Marta Migliore, managing director of Buzzoole, 'is that on Instagram follower growth and engagement are decisive, while on TikTok virality and therefore views count more: we are talking about a media that is more similar to TV. That said, public appreciation is the trait d'union of the two socials. And public appreciation of the Festival is growing: last year during the event we detected 27,000 pieces of content generated with the hashtag Sanremo, now we are already half of that figure. The trend of interest is confirmed because there is a Sanremo community, an inducement that is created by commenting on the artists' performances and outfits, an experience that now is part of the event itself. In addition to looking for a sounding board for one's own ideas, one now seeks integration with content creators.

In the meantime, new estimates arrive on the festival's economy: according to EY, the estimated total impact of the event in 2024 is 205 million, of which 77 million in added value, up by around 6 million compared to the previous edition, mainly due to higher advertising revenues. Of this 205 million, indirect and induced impacts are estimated at around 125 million. The number of jobs activated amounts to more than 13,00, of which about 860 from indirect and induced effects. The sectors most impacted by the activation of supply chains are those related to advertising services (96 million turnover), accommodation and catering (13 million) and film, television and music production (10 million). "The economic repercussions of the Sanremo Festival," stresses Mario Rocco, partner EY Valuation, modelling and economics leader, "highlight, once again this year, the fundamental role of the music industry in our country, as well as the importance of the festival in its economy. In case there is still anyone who hasn't understood this.

The Festival certainly catalysed public attention again this year, not least because of the intertwining of themes amplified by the same audience opportunities that the Ariston stage provides. 'The Sanremo Festival is a unique event on Italian television, and not only Italian. We are talking about a programme that in this 74th edition produces an average audience of 10.5 million people for over two hours of broadcasting. Speaking on that stage gives you the chance to be heard live by a number of Italians, young and old, unreachable and unthinkable for any other programme and talk-show,' stresses Francesco Siliato, media analyst at Studio Frasi.

Numbers, these, which, however, it is easy to find stuck like thorns at the first stumble or at the first political or socially motivated concomitance. Witness the battage surrounding the farmers' protest and the possibility that this protest might blatantly reach the Ariston stage. It will not happen, limiting itself to the reading of a message, but in the meantime Prime Minister Giorgia Meloni received the representatives of Coldiretti, Confagricoltura, Cia, Copagri, and Alleanza Coperative and after a couple of hours of talks the Prime Minister put on the table her offer of help to farmers: the Irpef exemption to agrarian and Sunday incomes that do not exceed the amount of ten thousand euro.

Meanwhile, the Travolta case ends up in court. Codacons has announced a complaint to the Public Prosecutor's Office of Imperia and Rome for the possible case of aggravated fraud (American actor at the Festival thanks to a fee paid by the sponsor), while in turn Rai itself claims to have been 'cheated' and threatens legal action against the company that manages John Travolta's image in Italy. Of course, the memory of the fine by the Antitrust Authority after the Ferragni case last year is still very fresh. And it hurts.