Vol.13: 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
Dossier 13th – 12 June 2020
Phase 3:
Going back to normality

2. 2
TV audience closer to seasonal trends: last week resultsreflectthe 2
Juneholidays, stronger in 2019
-2.3% -0.3%
+0.2%
-0.9% -2.1%
+2.3%
-0.3%
+0.2%
+10.6% +15.0%
+31.2%
+40.6%
+50.5%
+41.9%
+34.9% +38.0% +36.4%
+31.3%
+16.8% +16.0%
+10.7%
+4.3%
+16.8%
0%
5%
10%
15%
20%
25%
30%
35%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Week of 2 June
In both years
Source: Hav as Media elaboration of Auditel Data

3. 3
Audienceper day/hour are back to pre-lockdownvolumes
0
5
10
15
20
25
30
35
7:00
7:35
8:10
8:45
9:20
9:55
10:30
11:05
11:40
12:15
12:50
13:25
14:00
14:35
15:10
15:45
16:20
16:55
17:30
18:05
18:40
19:15
19:50
20:25
21:00
21:35
22:10
22:45
23:20
23:55
0:30
1:05
1:40
Millions
DAILY LISTENING CURVE – AUDIENCE PER AVERAGE MINUTE
16/02/2020 - 22/02/2020 22/03/2020 - 28/03/2020
31/05/2020 - 06/06/2020
0
5
10
15
20
25
DOM LUN MAR MER GIO VEN SAB
Millions
TV AUDIENCE PER AVERAGE MINUTE PER WEEK DAY
16/02/2020 - 22/02/2020 22/03/2020 - 28/03/2020
31/05/2020 - 06/06/2020
Peak w eek
Pre-Covid
Last w eek
Peak w eek
Last w eek
Pre-Covid
Source: Hav as Media elaboration of Auditel Data

4. 4
Adults25-54: YoY gap decreased by +7.9% during the week 24/5
-6.4% -3.2% -1.4% -2.6% -3.3%
+1.0%
-1.3% -1.0%
+9.8%
+16.4%
+38.2%
+54.4%
+66.3%
+55.1%
+47.7% +50.9% +46.5%
+41.5%
+21.4% +20.3%
+13.0%
+7.9%
+20.7%
0%
5%
10%
15%
20%
25%
30%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Week of 2 June
in both years
Source: Hav as Media elaboration of Auditel Data

5. 5
RA: the TV target par excellenceincreasewas more limited, reaching
+4.0% at the end of May
-1.5% -1.0%
+0.5%
-1.2% -0.7%
+3.1%
-0.2%
+0.5%
+9.5%
+14.4%
+28.3%
+36.8%
+44.7%
+36.4%
+30.7% +35.2% +36.7%
+28.8%
+14.3% +14.3%
+8.7% +4.0%
+13.9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Source: Hav as Media elaboration of Auditel Data
Week of 2 June
in both years

6. 6
18-34: youngestaudience reached +77% in peak weeks, and today
it’s still above seasonal values
-3.5% -0.7%
+2.3% +2.2% +0.0%
+6.5%
+0.1%
-4.4%
+8.1%
+13.1%
+42.8%
+61.9%
+77.2%
+66.9%
+55.1% +54.7% +57.8%
+47.2%
+27.9% +24.6%
+18.3%
+13.2%
+23.9%
0%
5%
10%
15%
20%
25%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Source: Hav as Media elaboration of Auditel Data
Week of 2 June
in both years

7. 7
KIDS 4-7: Growth still above +30%
-4.9%
+4.3%
-3.3%
-9.9% -9.5%
-0.6% -2.5%
+0.4%
+23.6% +28.2%
+55.2%
+71.2% +74.1%
+60.1% +56.7%
+51.4% +52.8% +49.1%
+42.8% +43.3% +40.5%
+30.1%
+48.6%
0%
5%
10%
15%
20%
25%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Source: Hav as Media elaboration of Auditel Data
Week of 2 June
in both years

8. 8
KIDS 8-14: at the end of May audiencegrowth decreased
-1.9%
+3.8% +2.6% +6.0%
-1.9%
+2.8% +4.3% +3.7%
+27.9% +29.9%
+63.2%
+72.2%
+91.0%
+75.4% +75.5%
+66.5%
+52.3%
+60.8%
+49.8% +48.4%
+39.5%
+23.2%
+38.7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Source: Hav as Media elaboration of Auditel Data
Week of 2 June
in both years

9. 9
CSE3.0 MA+A: the most socio-economically advanced segment back
to 2019 TV volumes
-2.3%
+0.9% +1.2%
-0.3% -2.0%
+2.5% +0.6% +1.7%
+14.6% +18.5%
+36.6%
+45.5%
+56.8%
+45.9%
+38.4% +41.3% +41.6%
+35.6%
+18.0% +18.6%
+10.9%
+3.1%
+16.6%
0%
5%
10%
15%
20%
25%
30%
Audience per average minute (Rating Points %) per w eek
delta% YoY 2019 2020
Source: Hav as Media elaboration of Auditel Data
Week of 2 June
in both years

10. 10
From March onwards, the 9 mainstream TV channelshad their share
at 60%
19.8%
18.0% 17.9% 17.9% 17.9% 17.5% 16.2% 16.1% 16.9% 16.1% 15.9% 15.9% 15.9% 15.8% 16.3% 16.5% 15.6%
5.6%
5.5% 5.2% 5.3% 5.5% 4.8%
5.1% 4.9% 5.0% 5.3% 5.0% 5.1% 5.1% 4.9% 4.9% 4.9%
4.8%
7.0%
6.9% 7.5% 7.4% 7.4%
7.1% 7.5% 7.3% 6.9% 7.0% 7.2% 7.5% 7.2% 7.3% 7.0% 6.8%
6.9%
16.9%
16.9% 16.8% 16.5% 16.1%
14.9% 14.8% 14.7% 14.4% 14.2% 14.8% 14.8% 15.3% 15.6% 15.4% 15.5%
14.8%
4.5%
4.8% 4.7% 4.7% 4.7%
5.5% 5.4% 5.2% 5.2% 4.8% 4.8% 4.5% 4.9% 4.5% 4.6% 4.4%
4.8%
3.8%
4.0% 3.8% 4.0% 4.1%
3.9%
3.7% 3.8% 3.7% 4.1% 4.1% 4.2% 4.0% 4.0% 3.9% 4.0%
4.1%
3.4%
3.5% 3.8% 3.6% 4.2%
4.0%
4.0% 4.1% 3.8% 3.6% 4.0% 3.9% 4.0% 4.1% 4.0% 3.8%
3.8%
2.0%
2.2% 2.1% 2.1% 1.8%
1.9%
1.9% 2.0% 1.9% 2.0%
2.1% 2.1% 2.1% 2.2% 2.1% 2.0%
2.2%
1.3%
1.4% 1.4% 1.5% 1.3%
1.5%
1.5% 1.5% 1.5% 1.7%
1.5% 1.7% 1.6% 1.6% 1.6% 1.7% 1.7%
64.4%
63.0% 63.0% 63.1% 62.9%
61.0% 60.1% 59.6% 59.3% 58.7% 59.5% 59.5% 59.9% 60.0% 59.8% 59.5% 58.7%
9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag
AUDIENCE SHARE (BASED ON TOTAL INDIVIDUALS)
Source: Hav as Media elaboration of Auditel Data

11. 11
In the last weeks, Publitalia and Discovery share increased
38.6% 36.8% 37.1% 37.0% 37.1% 36.3% 35.9% 35.4% 35.7% 35.4% 35.0% 35.2% 34.7% 34.6% 34.8% 34.8% 34.1%
31.5%
32.1% 31.7% 31.8% 31.2% 30.8% 30.4% 30.5% 29.9% 29.9% 30.7% 30.3% 31.4% 31.3% 31.3% 31.5% 31.3%
4.0% 4.0% 4.3% 4.1% 4.6% 4.5% 4.6% 4.6% 4.4% 4.1% 4.6% 4.4% 4.5% 4.6% 4.5% 4.4% 4.4%
5.1% 5.2% 5.0% 5.4% 4.9% 5.3% 5.5% 5.4% 5.4% 6.0% 5.8% 5.9% 5.7% 5.8% 5.8% 5.9% 6.2%
2.5% 2.5% 2.6% 2.7% 2.6% 2.8% 2.8% 2.8% 3.3% 2.9% 2.7% 2.8% 3.1% 3.0% 3.2% 3.2% 3.1%
8.8% 10.1% 9.6% 9.0% 9.0% 8.7% 8.9% 9.1% 9.1% 9.2% 9.0% 9.1% 8.8% 9.1% 8.9% 8.8% 9.0%
0.3% 0.3% 0.3% 0.3% 0.3% 0.4% 0.5% 0.5% 0.4% 0.5% 0.4% 0.4% 0.4% 0.4% 0.4% 0.4% 0.5%
90.8% 90.9% 90.6% 90.2% 89.8% 88.8% 88.6% 88.2% 88.3% 88.0% 88.2% 88.2% 88.6% 88.7% 89.0% 89.0% 88.5%
9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag
AUDIENCE SHARE OF THE MAIN NATIONAL MEDIA OWNERS (DATA ON TOTAL INDIVIDUALS)
RAI PUBBLICITA' PUBLITALIA CAIRO DISCOVERY MEDIA PRS SKY MEDIA DIGITALIA
Source: Hav as Media elaboration of Auditel Data

12. 12
TV shows: L’Eredità is still the preferred program before primetime
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
TV audience per average minute per w eek
L'EREDITA' / L'EREDITA' PER L'ITALIA AVANTI UN ALTRO
Source: Hav as Media elaboration of Auditel Data

13. 13
TV shows: I Soliti Ignoti TV audiencedecreased butit’s still leading
Access Prime Time
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
TV audience per average minute per w eek
I SOLITI IGNOTI STRISCIA LA NOTIZIA GUESS MY AGE DEAL WITH IT
Source: Hav as Media elaboration of Auditel Data

14. 14
TV shows: afternoon programs audience was stable during lockdown,
but nowit’s decreasing
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
TV audience per average minute per w eek
BEAUTIFUL UNA VITA LA VITA IN DIRETTA
FORUM I SIMPSON IL SEGRETO
LIVE NON E' LA D'URSO
Source: Hav as Media elaboration of Auditel Data

15. 15
TV shows: News (from 18.30 to 21.00) experienced a peak during the
first week of the emergency
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
TV audience per average minute per w eek – FROM 18.30 TO 21.00
TG1 TG5 TGR TG3 TG2 TG LA 7 STUDIO APERTO TG 18.30 TG4
Source: Hav as Media elaboration of Auditel Data

16. 16
TV shows: audienceof news programsdecreased in May
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
TV audience per average minute per w eek
DI MARTEDI' QUARTA REPUBBLICA PIAZZA PULITA OTTO E MEZZO
DRITTO E ROVESCIO STASERA ITALIA FUORI DAL CORO PETROLIO
Source: Hav as Media elaboration of Auditel Data

17. 17
L’Italia si rimette in movimento:
le analisidi AdCity e di Grandi Stazioni
• Thanks to Adcity,Havas intelligenceplatform,dailymovementsofpeopleonthe territory
are being monitored:10 areasin 5 majorItaliancities
• Bank holidayweekendon2 June reducedfootfallincitycentres,witha slightdecreased
of contactinTurinand Milan. Romeand Naplesexperienceda growthdespitethe long
weekend
• GrandiStazioniRetailanalysisonmovementsobservedat majorItalianrailwaystations
shows agrowthof +6% despite2 June longweekend

18. 18
Visits in Southern Italian cities are getting closer to pre-lockdown
67
62
42 43
56
39
70
86
76 79
-
10
20
30
40
50
60
70
80
90
100
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Torino
Piazza San
Carlo
Torino
Stazione
Milano
Piazza
Duomo
Milano
Stazione
Centrale
Roma
Colosseo
Roma
Termini
Napoli
Stazione
Napoli
Vittorio
Emanuele
Palermo
Cattedrale di
Palermo
Palermo
Stazione
Last week vs. pre-lockdown average
2020 pre-lockdown average Week 25-31 May Idx. Last week vs. pre-lockdown average(=100)
AdCity – Av erage Net daily Data, Sunday s excluded

19. 19
Turin: average daily net contacts
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-
May
18-
May
25-
May
1-Jun
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Torino zona Piazza San Carlo Torino zona Stazione
PHASE 1 PHASE 2
-2.6%
vs. previous
w eek
AdCity – Av erage Net daily Data, Sunday s excluded

20. 20
Milan: average daily net contacts
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-
May
18-
May
25-
May
1-Jun
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milano zona Piazza Duomo Milano zona Stazione Centrale
PHASE 1 PHASE 2
-1.8%
vs. previous
w eek
AdCity – Av erage Net daily Data, Sunday s excluded

21. 21
Rome: average daily net contacts
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-
May
18-
May
25-
May
1-Jun
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Roma zona Colosseo Roma zona Termini
PHASE 1 PHASE 2
+3.9%
vs. previous
w eek
AdCity – Av erage Net daily Data, Sunday s excluded

22. 22
Naples: averagedaily net contacts
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-
May
18-
May
25-
May
1-Jun
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Napoli zona Stazione Napoli zona Vittorio Emanuele
PHASE 1 PHASE 2
+1.9%
vs. previous
w eek
AdCity – Av erage Net daily Data, Sunday s excluded

23. 23
Palermo: average daily net contacts
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-
May
18-
May
25-
May
1-Jun
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo zona Cattedrale di Palermo Palermo zona Stazione
PHASE 1 PHASE 2
-3.9%
vs. previous
w eek
AdCity – Av erage Net daily Data, Sunday s excluded

24. 24
DATA of week 1-7/6 highlight an increase in visitors by 5,8% vs previous week
The increase is up to +80,6% compared to lockdown period
Footfall in GrandiStazioni keeps increasingalsoduring the long
weekend of 2 June
NTW Analysis_Net people per single week. Time period 23/3-7/6 2020
+5,8%
+80,6%
Source: Grandi Stazioni Retail

25. 25
NTW Analysis_Net people per single day. Time
period 23/3-7/6 2020
Workdaysfootfall increases by 11%
Net Workday (2/6 excluded): +9,1% 377.464 (11° week) vs 346.036 (10° week)
Net Sundays (2/6 included): +10,9% 294.476 (11° week) vs 265.573 (10° week)
Source: Grandi Stazioni Retail

26. 26
Takeout and opportunities
• WithPhase3,TV audienceis gettingbackto its seasonaltrends.Kidsand 18-34targets
are stillexperiencinghigheraudiencevolumes.GrowthonRA segmentis backto normal
• Audiencein termsof channelsand mediaownershas remainedstable:Publitaliahas won
same fewtenthsof sharefrom RAI;DiscoveryMediaalso had a positivegrowth
• TV audiencedecreasesin:news,news programs,afternoonentertainmentvs previous
weeks.AccessPrimeTimeis stable
• The long weekendof2 June impactednegativelyfootfallin citycentresand in railway
stationsmonitoredbyAdCityand GS Retail.Weare expectinga substantialgrowthfor
nextweek(withoutholidaysand duringPhase3)