Euro 2020 (which became the 2021 pandemic, by force of circumstances) does not make the fortune of TV. On the contrary, the Auditel data processed by Studio Frasi for The sun 24 hours line up two evidences that are not entirely imaginable a priori, if not really unimaginable.
The first is that in the 17 days from the start of the European Championships (the Frasi Studio examined the period between 11 and 27 June) the total audience decreases both compared to the previous 17 days and compared to the same period in 2020. The second is that the audience also decreased compared to the 2016 edition, with and without the Italian national team.
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For Rai and Sky audience on the rise
Of course, it didn’t go badly for everyone. After all, to paraphrase Giulio Andreotti, the European football championship wears out those who haven’t seen it, that for Rai and Sky the audience (see also table) is increasing. Considering only the prime time, for the Rai publisher there are 1.15 million more spectators making a comparison between 11-27 June and the previous 17 days (those without Europeans). There is talk of 8.8 points more share with +2.2 points for Sky, which on average earned 347 thousand spectators. Comparing with the same 17 days of the previous year, the final result does not change: +8.2 share points and 1.1 million more spectators for Rai and +1.5 share points and 216 thousand more spectators for Sky, always in prime time.
On TV, viewers collapse
For the medium of TV, however, it is deep red. In the comparison between this first period of Euro 2021 and the previous 17 days, there are half a million media viewers lost on the average day and 1.86 million in prime time. In the annual comparison they are 709 thousand fewer on the average day and 1.66 million in prime time. If Rai and Sky laugh, it is therefore not the same for the other publishers. On the average day for Mediaset there is talk of 476 thousand fewer spectators (equal to 3.6 points less share) in the comparison between the before and after Euro 2021 and 2 million less (-6.8 points) in prime time. Compared to the same period of 2020, the Biscione averages 515,470 fewer spectators in the all day (-3.3 points) and 1.66 million (-5.5 points) in prime time.
For Discovery and the publisher Cairo with its La7 we are talking about 0.6 share points lost in the all day and -1 (for Discovery) and -1.4 (for Cairo) in prime time (in the case of Cairo the passage from 5.07% to 3.72% means 26.6% less share) year on year. Comparing the 17 days of the European Championships with the previous ones, we arrive at -1.1 share points for Discovery and -1.6 for Cairo in prime time and -0.2 for Discovery and -0.7 for Cairo in all day.