RAI toasts another year atop Italo TV

MILAN — Pubcaster RAI confirmed its leadership in Italy in the 12 months to Nov. 22, with its share among its combined stations of 48.2% of total audience, a slight rise from 48% one year earlier.

In the same period, Silvio Berlusconi’s Mediaset slipped slightly to 41.5% from 42.4%.

RAI 1 still commanded the largest share in Italy, with 23.1%, while Mediaset’s Canale 5 took 21.8%. RAI 2 followed with 15.7%, Mediaset’s Italia 1 managed 10.5%, RAI 3 took 9.4% and Mediaset Rete 4, 9.2%.

The six channels, by far the largest in Italy, have the same ranking in primetime.

Minor broadcasters, including Vittorio Cecchi Gori’s TMC, gained some audience.

Commenting on the figures from national TV ratings auditor Auditel, Mediaset execs said that RAI’s leadership was due to the pubcaster’s high share among older viewers.

“Mediaset leads among the 14-45 year olds, the most important audience in terms of advertising. We had 46.5% of this audience this year vs. RAI’s 42.2%,” Mediaset’s director general Mario Brugola said.

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