Average share of 74,1% in the final, advertising revenue above 60 million, turnover of 205 million, of which 77 million of added value in relation to GDP, 1.300 jobs. They are these the numbers of Sanremo 2024, the last one hosted by Amadeus who closes his five-year experience at the helm of the Festival with a series of records that anyone coming after him will struggle to match.
The 74th edition of the Sanremo Festival was in fact a success on all fronts, to the great satisfaction of Rai which does not hide its satisfaction: "This Festival is a source of pride, in Italy no one apart from Rai is able to organize an event like this. A big thank you to Amadeus,” said Rai CEO Roberto Sergio, commenting on the results.
Sanremo 2024: 74,1% share in the final, record since 1995
It all starts and ends with ratings. Because it is precisely on the basis of the percentages of each evening that Rai can build its advertising campaign year after year. This year the forecasts spoke of an advertising revenue of between 56 and 60 million due to the high share of the last edition and the numbers did not disappoint.
The Sanremo 2024 final, which decreed the victory of Angelina Mango, was followed up by an average of 14 million 301 thousand viewers, equal to 74,1% share, over 8% more than last year, when the last evening of the festival attracted an average of 12 million 256 thousand viewers, equal to a 66% share. It's about the best result in terms of share since 1995, when the edition conducted by Pippo Baudo, with Anna Falchi and Claudia Koll, reached 75,22%.
"The entire edition achieved a 66% share, two points more than last year's edition. It's the youth festival: 88% share among 15-24 year olds is amazing. And it's not just the Festival because the performances of Via Rai 2 join this! Long live Sanremo! whose last episode reached 61% at 2 am for an average of 57% over all evenings,” said RAI prime time director Marcello Ciannamea.
Sanremo 2024: advertising revenue exceeds 60 million
As a already explained by FIRSTonline, with the 74th edition of the Sanremo Festival, Rai Pubblicità went into overbooking, meaning that it received requests exceeding the advertising spaces available. All this despite the fact that the price list has been adjusted up by 2023% compared to 8. Also not to be forgotten are the sponsors and the various local partnerships signed with top companies and the digital packages, for which the state TV advertising agency has decided to focus on a premium positioning.
A strategy that has borne fruit. According to data provided by the CEO of Rai Pubblicità Gian Paolo Tagliavia, the advertising collection of Sanremo 2024 reached the record figure of 60 million and 182 thousand euros. Last year they were just over 50 million, two years ago 42 million.
Sanremo 2024: turnover of 205 million
The overall economic impact of Sanremo 2024 is worth 205 million euro, of which 77 of added value (comparable to GDP). Compared to last year, turnover grew by 6 million thanks to advertising sales. And from advertising to accommodation, through catering and production, over 1.300 jobs were created. To do the math is Ernst & Young which analyzes item by item the effects on the economy of the Festival most loved by Italians.
According to EY analysis, the greatest impact comes from dealer and by sponsor, with a value of 148,2 million euros. They follow investments, whose impact is estimated at 44 million euros. The activity of audience and for professionals they stand at 12,4 million euros. Out of the total of 205 million, the indirect and induced impacts are approximately 125 million euros.
“The economic repercussions of the Sanremo Festival highlight, again this year, the fundamental role of the music industry in our country, as well as the importance of the festival in its economy. Based on our estimates, the turnover generated by the 74th edition is considerable and increasing compared to the estimates of the previous edition, mainly attributable to the greater advertising revenue and inflation recorded in recent months", comments Mario Rocco, EY partner , valuation, modeling and economics leader.
Sanremo 2024: 1.300 jobs activated
In this context they were 1.300 jobs activated full-time, of which approximately 860 derive from indirect and induced effects. EY highlights that the sectors that have been most impacted are those relating to advertising services (96 million euros), accommodation and catering (13 million) and film, television and music production (10 million).
“The analysis considers not only the impact of organizational expenses – explains Rocco -, of revenues from advertising and sponsors and of the presence of spectators and professionals in the area, but also of the repercussions generated along supply chains, estimated at approximately 125 million. Furthermore, the impact does not consider the effects, which are important but not immediately quantifiable, on the recording industry in the physical and digital market, which represent a further boost for our economy".
Finally, EY also calculates the average profile of Festival visitor's daily expense: 13 euros for transport, 300 euros for overnight stay, 75 euros for catering, 75 euros for shopping. Under other expenses, a figure of 30 euros is recorded. All for a total of 493 euros per day.
