(Francesca Proietti Cosimi) The long-awaited data that frightened networks and productions, we will not read them any more in the morning but will be updated at the 17 in the afternoon, because smartphones, tablets and Smart TV will be on the scene.
This is because the way of seeing the programs has changed, the age of the families around the TV in the living room is over.
It is essential to intercept the young audience and their visions their tastes.
The announcement came on the occasion of the Company's Annual Report, which took place in the Chamber. It will be necessary to wait a while before knowing the data, but Auditel has started the new surveys for almost three months and is already able to make the first evaluations.
First of all, it is clear that part of the audience lost in these years, also due to the explosion of smartphones, are back to the brodcasters. The additional points of share are however contained, but the novelty is that they are no longer distributed in a linear way, but according to entirely new and different logics. To gain listens are above all the programs whose narrative structure is organized by clips, designed to intercept the young targets, with a doubling and in some cases a tripling of the listening detected on traditional TV only. To change, then, is the use of content, typically on demand, characterized by rapid consumption, mainly on the move and with higher levels of attention.
In a formula: less time, more attention, more choice. The president of Auditel, Andrea Imperiali, illustrated the renewal process undertaken in the 2018 by the company, with the 'SuperPanel' composed of 16.100 families, equal to 41.000 individuals, on which are also based the new surveys on different devices. "This is a fundamental step that Auditel intends to offer to the television industry, pressing in the field of transparency and data certification those subjects that until now have escaped any control or certification", explained Imperiali, underlining that innovation "Represents a record at the continental level, achieved in record time".