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Media

TV, black season for Rai 3 and Rai 2

The final figures for the 2023-24 season. The two public TV networks overtaken in prime time in the order by Italia 1 and La7. The use of other devices increases and Rai launches the 5G broadcast site

by Andrea Biondi

La serata finale del Festival di Sanremo 2024 (in foto da sinistra Fiorello, la vincitrice Angelina Mango e Amadeus) è stato il programma più visto nella stagione 2023-24

4' min read

4' min read

If we want to sum up the 2023-2024 television season, which will come to a close next Saturday, the figures end up fully recording the shake-up following the movement of talent from one network to another. And Rai 3, orphaned of Fabio Fazio and Bianca Berlinguer in prime time, cannot but put on record the overtaking by Italia 1, which has become the third network (with Rai 3 fourth), just as Rai 2, again in prime time, is overtaken by La7 (which has become the fifth network with Rai 2 sixth).

It is bittersweet for public TV - which nonetheless enjoys Rai 1's supremacy as the most-watched channel and its being the leading publisher in prime time - the aftertaste of the audience figures for the television season that is drawing to a close, according to Auditel data processed for Il Sole 24 Ore by Studio Frasi.

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Numbers from which, in general, the trend of changing consumption habits of the television medium on the part of users shines through, although less than might have been expected. Overall viewers remain, in fact, above 20 million on average in prime time and above eight million on average throughout the day, with a drop in admissions of less than one per cent compared to the previous season. Extra television consumption, the so-called "unrecognised" which includes streaming, but also gaming and web platforms (a la Youtube for instance) rises, on the other hand, less than expected and reaches +2% in prime time and +3% in the average day.

"In summary," explains Francesco Siliato, media analyst at Studio Frasi, "television audiences have increased and rejuvenated thanks to platforms. The average age of traditional TV remains at sixty, but is 42 years on the 'unrecognised'". In this context, Siliato also recalls, 'the 2023-2028 Service Contract assigns the public service the difficult task of rejuvenating itself and becoming a digital media company. It is an ambitious goal because today the people who follow Rai have an average age of 64, against the 58 of Mediaset audiences, the 55 of those who follow Sky, and the 53 of those who follow Warner Bros. channels. Discovery'.

It is always the Rai service contract in paragraph 10 of Article 15 that states that 'consistently with the objective of facilitating the introduction of new TV distribution services aimed at mobile and nomadic users, Rai will experiment the 5G broadcast standard, with particular regard to the coverage of metropolitan areas with high IP traffic'. In short, a 5G signal also to favour viewing on devices on which, at least according to the habits of the youngest, TV consumption could shift.

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This will not be discussed until 2026 at the earliest. Instead, the present is made up of data that consigns to the record a television season that sees Mediaset take the overall lead for the entire day (37.69% share; -0.72%) ahead of Rai (36.91% share; -4.7%). It must be said - and the argument is used by Viale Mazzini - that in the first case the channels included in the list are 16, while for Rai they are 13. But this was also the case last year when the public service prevailed.

Taking only generalists on the average day, Rai is therefore first (30.6%) although down 4.9% and Mediaset follows (26.5%; -1.4%). The Biscione's digital networks are thus at 11.17% share (+0.84%), followed by Warner Bros. Discovery (8.86% share; +13.76%); Sky (7.25% share; +2.81%); digital Rai (6.32% share; -4.02%) and La7 (4.15% share; +4.5%). In prime time the leading publisher is Rai (37.62% share; -4.8%), followed by Mediaset (36.83%; -3.24%); Warner Bros. Discovery (8.67% share and +22.3% boom); Sky (7.3%; +0.94%); La7 (5.92% and +14.48%). Moving on to the networks, in prime time (the noble band, also for advertising investments), Rai 3, emptied of important strengths, loses 19.8% of its audience between one season and the next and records the worst drop in audience share of all the networks (-277 thousand viewers). Rai 2 (-84 thousand viewers) sees its audience drop by 8.7% with a drop in share second only to that of Rai 3. Channel 5 also loses viewers and Rai 1, on the other hand, gains some. In the end (see also graph above) Rai1 is the leader (4.44 million average audience; +1.19%) followed by Channel 5 (3.18 million; -6.63%); Italia 1 (1.21 million; +5.74%); Rai 3 (1.12 million; -19.84%); La7 (1.09 million; +14.32%); RAI 2 (877 thousand; -8.74%); Rete 4 (866 thousand; -2%); Nove (670 thousand; +49.04%); Tv8 (490 thousand; -3%) and Iris (351 thousand; -11.13%) of the Mediaset group to close the top ten.

Finally, on the digital front, Studio Frasi's calculations give Mediaset 37.9% of the time spent and 48.8% of the connections on their channels. The public service records 30.7% of time and 18.5% of connections.

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