2020 was the Sanremo of records. Driven by two protagonists like Fiorello and Amadeus, this year's festival beat all expectations. Audience, age of viewers (younger and younger), revenues, profits: all numbers were higher than expected of Rai itself decreeing an unappealable success and putting an end to the controversies that traditionally accompany an event of international importance.
SANREMO 2020: THE NUMBERS OF SUCCESS
Separate data, different from each other but intertwined. Last night's audience exceeded 60%, reaching the highest peak in the last 18 years, while the average weekly audience recorded the best result since 1992. Driven by the appreciation of the viewers and a strategy that finally is open to digital, revenues exceeded 37 million euros, against overall costs that remained more or less stable compared to last year.
For public TV, the Sanremo 2020 budget brings a profit never achieved before, but above all unthinkable until a few years ago, when the festival was nothing more than a disposable void, a money-eating bandwagon that inflicted severe blows on Rai's coffers, already bent by the very high fee evasion.
A few days before the conclusion of Sanremo 2020, the results achieved can be analyzed with a cool head. What were these “record” numbers built on? Here are all the numbers to consider.
SANREMO 2020: RAI ADVERTISING CELEBRATES RECORD REVENUES
The director of Rai 1, Stefano Coletta, spoke of a "millennium festival", but Rai Pubblicità above all claimed victory, bringing home an unexpected result. "When you score three goals, you bring the ball home," commented director Antonio Marano on the strength of results that leave no room for doubt.
As mentioned, the 2020 festival grossed €37,4 million in advertising revenue, a figure that represents an increase of 18% compared to 31,3 million in 2019 and almost 10 million compared to 27,7 million in 2018.
A result made possible by a strategy based on "cross-media", explained Marano. What does it mean? Means that Rai has sold advertising on all possible channels. Not only TV, but also the Raiplay streaming channel and the "Between stage and reality" project, which thanks to the stages spread throughout the city of Sanremo has attracted the interest of large investors (Ferrero in primis), bringing revenues of 2-3 million euros. However, the main income came from commercials on TV. The main sponsor Tim was the master, but there were many companies that competed to win 30 seconds of commercials to be aired during the various evenings, spending significant sums. How much? From a minimum of 25 euros to a maximum of 414 for the most viewed time slot.
It should be taken into consideration that in the overall budget of Sanremo 2020, advertising revenues will also have to be added to those deriving from tickets, with certainly much lower figures, but which could make the final figure rise a little more.
SANREMO 2020: EXPENSES AND PROFITS
To organize the five evenings of Sanremo 2020, Rai spent a total of between 17 and 18 million euros. The main expenditure items include the agreement with the Municipality of Sanremo (5 million) and the cachet of conductors, presenters, singers in the competition and super guests.
READ MORE: Sanremo 2020: how much does it cost? Expenses, revenues and profits of the Festival
Making a simple calculation, with 17-18 million euros in expenses and 37,4 million euros in revenues, Sanremo 2020 hits the highest profit in its history, reaching around 20 million euros. In Viale Mazzini the celebrations continue.
