It is an escape from prime time: in October, TV ratings drop by 2.5 million in the 20.30-22.30 range compared to a year ago, reaching an average of 23.1 million. A figure that represents less than 40% of the total population, which has not happened for 18 years. All publishers register the minus sign and the decrease also affects the whole day: 9.5 million, 1 million less than October 2020, but also the lowest figure in the last 11 years (since 2010 it did not fall below 10 million ). The trend emerges from the processing of Auditel data by Studio Frasi. Only the ‘Others’ are growing, with + 10.6%: the figure rewards above all the over the top, Netflix (certainly dragged along by the Squid Game phenomenon), Amazon Prime, Disney +, as shown by the doubling of ratings among the owners of connected smart TVs (+ 93.9%). “Even if slowly, families are buying new televisions: between October 2020 and October 2021, listening to connected TVs for at least one minute has almost doubled, from 11.6 million to 21.8 million”, explains Francesco Siliato, head of the TV Observatory of Studio Frasi. “Switching from the old to the new TV pushes you to browse, to discover the platforms of old and new broadcasters, the offers of content, free or paid. However, the feeling of the end of the pandemic pushes towards the world outside the home: he has already dedicated himself to television too much time between lockdown and fear of going out “.
The thematic networks of the public service, penalized among other things by not being visible on old televisions with the exception of RaiNews24: -16% both in the whole day and in the first, are worse off – according to the findings of Studio Frasi – evening. Instead, the new platforms are smiling: the ‘Others’ reach 1.8 million in prime time, equal to 7.9%, a share that rises to 14% among smart TV owners.
October 2021 deserves the black jersey in the ratings of the last 11 years: it is since October 2010 that the average day’s audience has not dropped below 10 million. Leaving in prime time is even more pronounced: the average audience of 23.1 million is worth less than 40% of the population, which has not happened for at least 18 years.
Last year in the month of October 62 programs exceeded 5 million audiences, this year only 25; there were 39 (31 editions of Tg1 and 8 of Tg5), this year 17 (all of Tg1). Eight fiction in October 2020 went over 5 million, this year only Imma Tataranni has succeeded in the enterprise, even if moved to Tuesday from the classic Sunday. “A new location – points out Siliato – that will force the deputy agent tonight to challenge Juventus-Zenit in the Champions League. And that certainly did not help the Collegio: according to our calculations, as many as 660 thousand spectators who followed last year the first episode of the reality show, last Tuesday they chose the Rai1 fiction “.
Source From: Ansa