Vol.10: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

1. 1
Tenth dossier – 22 May 2020
Open for Business –
Italy back on track

2. 2
This week DATA will be coming from the study
conducted by Havas Commerce Osservatoire and from
researches on changes of shopping published online.
Havas Media is conducting a qualitative ad-hoc
research on Italians’ sentiment.
Phase 2 results will be shared next week
A perspective of the first week of total reopening

3. 3
Grocery shopping during the quarantine was not easy
77%
Was worried about the risk of being infected
while shopping
79%
Was not at easy while shopping in supermarkets
and big closed places
76%
Was afraid of contracted the infection touching
goods and trolleys
Source: Osservatoire Havas Commerce, research conducted in April on 1.002 cases, a sample that represents Italian citizens

4. 4
Now that shops are open for business, Italians pretend more attention
to hygiene
44%
Would like shops to have a higher standard of
hygiene and services that could help reduce crowd
Source: shopfully research, sample of 12000 consumers. Published: https://www.wired.it/economia/consumi/2020/05/19/spesa-negozi-
consumatori/?utm_source=wired&utm_medium=NL&utm_campaign=default

5. 5
…but also more transparency and optimisations because the family
economic situation worries one out of two Italians
Source: Osservatoire Havas Commerce, research conducted in April on 1.002 cases, a sample that represents Italian citizens
Source: shopfully research, sample of 12000 consumers. Published : https://www.wired.it/economia/consumi/2020/05/19/spesa-negozi-
consumatori/?utm_source=wired&utm_medium=NL&utm_campaign=default
60%
Would like to know in
advance if the product is
available and when it will
be restocked
64%
Used the smartphone to gather
more info on products available
in store and prepare a precise
shopping list
46%
Think that the economic
situation will be worst than
before

6. 6
Italy towards reopening: AdCity and Grandi Stazioni analysis
• Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory
are being monitored: 10 areas in 5 major Italian cities
• During second week of ‘Phase 2’ we’ve observed a further increase in movements: +5%
in Rome and +1% in Palermo
• Grandi Stazioni Retail analysis on movements observed at major Italian railway stations
confirms the trend, with +3,4% compared to the previous week

7. 7
-
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Torino zona Piazza San Carlo Torino zona Stazione
Turin: average daily net contacts
PHASE 1
+34%
vs. phase 1
PHASE
2
+4%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

8. 8
Milan: average daily net contacts
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milano zona Piazza Duomo Milano zona Stazione Centrale
PHASE 1 PHASE
2
+48%
vs. phase 1
+5%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

9. 9
Rome: average daily net contacts
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Roma zona Colosseo Roma zona Termini
PHASE 1 PHASE
2
+33%
vs. phase 1
+6%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

10. 10
Naples: average daily net contacts
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Napoli zona Stazione Napoli zona Vittorio Emanuele
PHASE 1 PHASE
2
+34%
vs. phase 1
+4%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

11. 11
Palermo: average daily net contacts
-
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo zona Cattedrale di Palermo Palermo zona Stazione
PHASE 1 PHASE
2
+30%
vs. phase 1
+1%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

12. 12
After a considerable increase during the first week of Phase 2 (+25% vs previous days), influx has
stabilised during second weeks, increased by +3,4% vs previous week
Increase in visitors by +3,4% during second week of Phase 2 in major
railway station
NTW Analysis_Net people per single week. Time period 23/3-17/5 2020
Source: Grandi Stazioni Retail

13. 13
NTW Analysis_Net people per single day. Time period
23/3-17/5 2020
People going to work have determined an higher growth during
weekdays
Fase 2
Source: Grandi Stazioni Retail

14. 14
0,0
5,0
10,0
15,0
20,0
25,0
10-feb
12-feb
14-feb
16-feb
18-feb
20-feb
22-feb
24-feb
26-feb
28-feb
1-mar
3-mar
5-mar
7-mar
9-mar
11-mar
13-mar
15-mar
17-mar
19-mar
21-mar
23-mar
25-mar
27-mar
29-mar
31-mar
2-apr
4-apr
6-apr
8-apr
10-apr
12-apr
14-apr
16-apr
18-apr
20-apr
22-apr
24-apr
26-apr
28-apr
30-apr
2-mag
4-mag
6-mag
8-mag
10-mag
12-mag
14-mag
16-mag
18-mag
20-mag
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 2019
Update: TV audience exceeds 16% (out of total individuals) compared
to the same period in 2019
2020 vs 2019
during the week 10-17 May
48,8%
38,9%
21,8% 18,1% 18,4% 18,0% 17,9% 18,1% 16,3% 15,9% 14,4%
KIDS 8-14 KIDS 4-7 18-34 M 25-54 15-64 25-54 W 25-54 CSE3.0
MA+A
RA 25-54 Person +
guest
15+
Source: Havas Media on Auditel Data

15. 15
Takeout and opportunities
• Italians are still vigilant during the reopening phase: quarantine has stabilised a
new «normality» that we are still afraid of
• Store and supermarket managers are expected to ensure safety and hygiene
• Devices can help to plan and optimise grocery shopping also in terms of budget
(for 1 out of 2 will decrease)
• AdCity and Grandi Stazioni analysis show Italian reaction during “Phase 2”:
people in cities increased and also movements in major stations