Starting Monday, December 30, the Italian TV landscape is set for a revolution with the introduction of Auditel’s Total Audience. This new standard marks a decisive step toward integrated TV audience measurement, encompassing not only traditional TVs, but also digital devices like smartphones, tablets, PCs, and Smart TVs.
The Total Audience will enable a more precise and detailed analysis of media consumption, involving over 26 million Italian households. This shift will directly influence €4.3 billion in advertising investments, providing publishers, advertisers, and media agencies with a strategic tool to better understand viewer behavior.
According to the Unimpresa research center, the system integrates sample-based and census-based data collected through the Auditel SuperPanel. The data includes Live, Video On Demand (VOD), and Time Shifted Viewing (TSV) metrics, offering a comprehensive view of content consumption across all devices.
Giovanna Ferrara, president of Unimpresa, highlights the significance of this innovation for the advertising market and the broader economic ecosystem:
“The Total Audience creates extraordinary opportunities to enhance investment planning and support targeted and sustainable growth. Industry players must fully leverage this tool to successfully navigate the challenges of a rapidly evolving media landscape.”
With unified measurements, publishers, advertisers, and economic operators will gain access to more transparent and comprehensive data, improving audience analysis and planning strategies.
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