Vol.15: 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 21 – 26 June 2020
Phase 3:
Summer is here

2. 2
2%
19%
29% 30%
12%
9%
18-24 25-34 35-44 45-54 55-64 65+
Havas Media is conducting a continuative research to monitor Covid
effects on everyday Italians’ activities, habits and holidays projects for
Summer 2020
CAMPIONE E METODOLOGIA
The new research was conducted on 400
cases 18+, a sample that represents Italian
citizens
The research was conducted between
11-15 June, a month after the
beginning of Phase 2 and the end of the
lockdown
51% 49%
Average age:
45 y/o
North West:
21%
North East
38%
Center:
19%
South and isles:
22%

3. 3
During the lockdown Italians’ lifestyle was turned upside down. New
habits will be kept
• Now that the lockdown
is over, what are your plans for the
coming weeks
22%
27%
37%
38%
52%
57%
62%
66%
70%
72%
73%
77%
77%
82%
83%
Giochi online tra amici/parenti
Più tempo per giochi e videogiochi
Sport in casa (pilates, yoga…)
Acquisto giornali/riviste
Videochiamate ad amici/parenti
Bricolage e fai date te per la casa
Spesa nei negozi di prossimità
Maggior tempo per la cucina
Riduzione dei consumi
Più film e tv a casa
Eliminazione del superfluo
Più informazione online
Acquisti online
Maggiore attenzione alla spesa
Più tempo dedicato alla famiglia
50%
Spend more time with the family
Pay more attention to grocery shopping
Online shopping
Higher fruition of online news
Get rid of unnecessary
Watch more movies and TV at home
Reduction of consumption
More time for cooking
Shopping in neighbourhood stores
Home DIY
Videocalls with friends/relatives
Buy newspapers/magazines
Fitness at home (Pilates, yoga)
More time for videogames and games
Play online with friends/relatives
Havas Data Insight – Proprietary research

4. 4
Going to the movies was one of the most missed activities
Among leisure and
entertainment activities missed
the most during the Lockdown,
«going to the movies» ranks
second
42%
31%
26%
20%
14%
Gli eventi sul
territorio, sagre,
manifestazioni
all'aperto
Andare al
cinema
Andare a
mostre/musei
Andare a teatro Andare a ballare
Looking back to the emergency, what were the things you missed the most?
Havas Data Insight – Proprietary research
Local
activities,
festivals,
outdoor events
Go to the
movies
Go to
museums/
exhibitions
Go to the
theatre
Go to disco

5. 5
Missing going to the movies: there’s a gender balance, while it’s definitely shifted
on middle age groups, with a medium/high income
52%
(affinity 103)
48%
(affinity 97)
152
84
95
0
50
100
150
200
0%
10%
20%
30%
40%
50%
60%
18-34 35-54 55 e piu'
Amanti cinema Affinità
Gender
Age group
North West 27%
(affinity 128)
North East 27%
(affinity 73)
Center 22%
(affinity 113)
South & Isles 23%
(affinity 108)
0% 5% 10% 15% 20% 25% 30% 35% 40%
Non risponde
Bassa
Medio bassa
Media
Medio alta
Alta 116
107
95
108
97
89
Incomes
Looking back to the
Lockdown, what were
the things you missed
the most? «Going to the
movies»
Source: Havas Media ElaborationMovie lovers Affinity
High
Upper-middle
Average
Lower-middle
Low
No answer

6. 6
During such a unique summer where concerts and disco nights are on
hold, cinema represents a valid alternative
• During summer you will go at least
once….
36%
74%
54%
65%
42%
76%
49%
60%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
Stagione 2019 Stagione 2020
Among the activities to be done during
summer 2020, compared to summer
2019, «going to movies» increased
(+6 pp.), an important result
considering that going to the cinema
has always been penalised during
summer. «Going to the museum» is
stable, while «discos» and «music
events» are down.
Cinema Museums/
Exhibitions
Disco Music
events
+6 pnt%
+2 pnt%
-5 pnt%
-5 pnt%
Source: search Italian Coop

7. 7
There’s a strong desire to go back to life as we know it: going to the
hairdresser, going out with friends are among the most popular
activities. And with summer comes the talk about holidays
• Now that the lockdown
is over, what are your plans for the
coming weeks
67% 66%
60%
57% 56%
51%
49%
41%
38%
26%
23%
Havas Data Insight – Proprietary research

8. 8
Few have already organised their holidays. Economic issues and
health concerns are the main reasons of hesitation
• Have you already organised your
summer holiday?
• Why?
85%
Of respondents state
not to have organised
their summer holidays
29%
25%
24%
19% 19%
13%
11%
8%
5%
10%
15%
20%
25%
30%
Non farò le
vacanze per
questioni
economiche
Non ho ben
chiaro le
restrizioni che
ci saranno
Non mi sento
sicuro a
viaggiare ora
Non so
ancora bene
che tipologia di
vacanza
organizzare
Non ci ho
ancora
pensato
Non ho ben
chiaro come ci
si potrà
muovere fuori
regione
Solitamente
non faccio
vacanze
durante il
periodo estivo
Non farò
vacanze
perché non ho
ferie
How come you haven’t organised anything yet?
Economic
reasons
Uncertainty linked
to Covid 19
Still deciding
Havas Data Insight – Proprietary research

9. 9
As always, holidays will be organised during July and August. Nearly
half of Italians will go to southern Italy and the isles
• Now that the lockdown
is over, what are your plans for the
coming weeks
89% will stay in Italy for
summer vacations
North East
20%North West
15%
Center
20%
South and Isles
45%
July
August
39%
53%
Holidays during July and August
Havas Data Insight – Proprietary research

10. 10
Relax and family will be at the core, preferably in hotel (all inclusive,
breakfast included or overnight) or in houses for rent, if you do not own a
beach house
• What type of holiday will it be?
• What kind of accommodation?
45%
26%
11% 8% 5%
Vacanza in famiglia Vacanza stanziale in
completo relax
Vacanza all'insegna del
risparmio
Vacanza itinerante alla
scoperta di nuovi luoghi
Vacanza all'insegna
dello sport
32%
26%
19%
15%
8% 6% 5% 3%
Casa in affitto Casa di
proprietà
Hotel con
formula all
inclusive
Hotel con
pernottamento e
prima colazione
Campeggio Hotel solo
pernottamento
Barca a vela Crociera
What kind of holiday will it be?
Where will you go? 39%
Havas Data Insight – Proprietary research
Family
holidays
100% relax
holidays
Saving
holidays
Holidays on the road
to discover new places
Fitness
holidaysHolidays on the road
to discover new places
House
for rent
Own
home
Hotel,
all inclusive
formula
Hotel,
With breakfast
included
Camping Hotel
room only
Sailing boat Cruise

11. 11
Italy back on track: AdCity and Grandi Stazioni analysis
• Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory
are being monitored: 10 areas in 5 major Italian cities
• Milan and Rome still limping along, about 50% of mobility vs before February. Naples
and Palermo, instead, are back to normality. Turin has reached 75% vs pre-lockdown
levels
• Grandi Stazioni Retail analysis on movements observed at major Italian railway stations
shows a stable increase mainly thanks to workdays footfall

12. 12
75 75
52 53
65
50
82
97
88 88
0
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
Media 2020 pre-lockdown Settimana 15-21 Giugno Idx ultima settimana vs. media pre-lockdown (=100)
Visits in Southern Italian cities are getting closer to pre-lockdown
AdCity – Average Net daily Data, Sundays excluded

13. 13
-
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
6-12
gen
13-19
gen
20-26
gen
27-2
feb
3-9
feb
10-16
feb
17-23
feb
24- 1
marz
2-8
mar
9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
18-24
mag
25-31
mag
1-7
giu
8-14
giu
15-21
giu
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Torino zona Piazza San Carlo Torino zona Stazione
Turin: average daily net contacts
PHASE 1 PHASE 2
+7.8%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

14. 14
Milan: average daily net contacts
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-12
gen
13-19
gen
20-26
gen
27-2
feb
3-9
feb
10-16
feb
17-23
feb
24- 1
marz
2-8
mar
9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
18-24
mag
25-31
mag
1-7
giu
8-14
giu
15-21
giu
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milano zona Piazza Duomo Milano zona Stazione Centrale
PHASE 1 PHASE 2
+6.4%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

15. 15
Rome: average daily net contacts
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-12
gen
13-19
gen
20-26
gen
27-2
feb
3-9
feb
10-16
feb
17-23
feb
24- 1
marz
2-8
mar
9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
18-24
mag
25-31
mag
1-7
giu
8-14
giu
15-21
giu
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Roma zona Colosseo Roma zona Termini
PHASE 1 PHASE 2
+7.6%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

16. 16
Naples: average daily net contacts
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
6-12
gen
13-19
gen
20-26
gen
27-2
feb
3-9
feb
10-16
feb
17-23
feb
24- 1
marz
2-8
mar
9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
18-24
mag
25-31
mag
1-7
giu
8-14
giu
15-21
giu
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Napoli zona Stazione Napoli zona Vittorio Emanuele
PHASE 1 PHASE 2
+7.9%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

17. 17
Palermo: average daily net contacts
-
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
6-12
gen
13-19
gen
20-26
gen
27-2
feb
3-9
feb
10-16
feb
17-23
feb
24- 1
marz
2-8
mar
9-15
mar
16-22
mar
23-29
mar
30-5
apr
6-12
apr
13-19
apr
20-26
apr
27-3
mag
4-10
mag
11-17
mag
18-24
mag
25-31
mag
1-7
giu
8-14
giu
15-21
giu
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo zona Cattedrale di Palermo Palermo zona Stazione
PHASE 1 PHASE 2
+2.6%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

18. 18
DATA of week 15-21/6 highlight a stable increase in visitors by 8,2% vs previous week
The increase is up to +120,4% compared to lockdown period
Footfall in Grandi Stazioni: audience keeps increasing
NTW Analysis_Net people per single week. Time period 23/3-21/6 2020
Source: Grandi Stazioni Retail

19. 19
NTW Analysis_Net people per single day. Time
period 23/3-21/6 2020
Increase mainly during workdays
Net Workday: +9,9% 447.152 (13° week) vs 409.943 (12° week)
Net Sundays: +3,0% 342.220 (13° week) vs 332.182 (12° week)
Source: Grandi Stazioni Retail

20. 20
0,0
5,0
10,0
15,0
20,0
25,0
9-feb
11-feb
13-feb
15-feb
17-feb
19-feb
21-feb
23-feb
25-feb
27-feb
29-feb
2-mar
4-mar
6-mar
8-mar
10-mar
12-mar
14-mar
16-mar
18-mar
20-mar
22-mar
24-mar
26-mar
28-mar
30-mar
1-apr
3-apr
5-apr
7-apr
9-apr
11-apr
13-apr
15-apr
17-apr
19-apr
21-apr
23-apr
25-apr
27-apr
29-apr
1-mag
3-mag
5-mag
7-mag
9-mag
11-mag
13-mag
15-mag
17-mag
19-mag
21-mag
23-mag
25-mag
27-mag
29-mag
31-mag
2-giu
4-giu
6-giu
8-giu
10-giu
12-giu
14-giu
16-giu
18-giu
20-giu
22-giu
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 2019
Update: week 14-20 June shows an increase (+14%) compared to
the same period in 2019
2020 vs 2019
Week 14-20 June
24,0%
20,5%
15,1% 15,7% 13,8% 13,2% 11,1% 12,2% 13,3% 13,6% 12,8% 11,4%
KIDS 4-7 KIDS 8-
14
18-34 D 25-54 25-54 15-64 RA 25-54 CSE3.0
MA+A
RA Individui +
Ospiti
15+ U 25-54
Source: Havas Media elaboration of Auditel Data

21. 21
Takeout and opportunities
• Italy is back on track. Italians are slowly going back to normality but with new habits
• During a summer where the vast majority of activities will suffer from restrictions and social
distancing, going to the movies becomes an interesting alternative
• Summer vacations are getting closer, but few have already organised them: economic
issues and uncertainty link to Covid 19 and restrictions still worry citizens
• Mobility keeps growing, but at a different pace from North, Centre and South of Italy: in
Rome and Milan smart working and temperatures have a negative impact, South is back
to pre-Covid levels
• TV audience: positive trend with a double-digit growth also during this week with no sign of
summer negatively influence on trends