Vol.8: 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
Eighth Dossier – 8 May 2020
Towards reopening:
The end of «Phase 1»

2. 2
Italy towards reopening: AdCity and Grandi Stazioni analysis
• Thanks to Adcity, Havas intelligence platform, the daily movements of people on the
territory are being monitored: 10 areas in 5 major Italian cities
• Data collected from 27 April to 3 May are stable compared to previous period: «Phase 2»
is here but citizens are still respecting restrictions
• In the following weeks, the analysis will continue to evaluate the impact of mobility and
activities «re-start» from May 3
• Mobility analysis is enriched thanks to Grandi Stazioni Retail data. Daily movements in
major Italian railway stations are monitored. A small increase during the last days of
«phase 1» has been detected

3. 3
Turin: average daily net contacts
0
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Turin Piazza San Carlo Turin railway station
PHASE 1
AdCity elaboration – Net daily Data, Sundays excluded

4. 4
Milan: average daily net contacts
0
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milan Piazza Duomo Milan Central railway Station
PHASE 1
AdCity elaboration – Net daily Data, Sundays excluded

5. 5
Rome: average daily net contacts
0
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Rome Colosseo Rome Termini railway station
PHASE 1
AdCity elaboration – Net daily Data, Sundays excluded

6. 6
Naples: average daily net contacts
0
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Naple railway Station Naples Vittorio Emanuele
PHASE 1
AdCity elaboration – Net daily Data, Sundays excluded

7. 7
Palermo: average daily net contacts
0
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo cathedral Palermo railway Station
PHASE 1
AdCity elaboration – Net daily Data, Sundays excluded

8. 8
During last week a traffic increase as been detected: +4,7% of visitors compared to the first week
analysed
«Phase 2» impacts will be analysed from the next extraction
Analysis of NTW_Net people per single week
Time period 23/3-3/5 2020
+4,7%
1° week 2° week 3° week 4° week 5° week 6° week
Increase in visitors during the last week of «phase 1» - May 1st
included. A hopeful sign right before the start of «phase 2»
Grandi Stazioni Retail Elaboration

9. 9
This is determined by a more consistent flow detected during
weekdays : day/net 222k (6° week) vs 202k (1° week)
And Sunday: day/net 167k (6° week) vs 158k (1°week)
1° week 2° week 3° week 4° week 5° week 6° week
day/net weekdays
+9,9%
day/net Sunday
+5,6%
On a daily basis, there is a more sustained increase during weekdays
Grandi Stazioni Retail Elaboration

10. 10
Total digital audience increases by 3% during March, with a special
attention to users from desktops
43.318
27.515
37.614
7.294
44.740
30.604
37.619
7.227
0
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
45.000
50.000
Total Digital Audience Desktop Smartphone Tablet
Monthly Unique Users per device (.000)
February March
+3% +11% +0%
-1%
Havas Media Elaboration of Audiweb Data

11. 11
New digital users are mainly kids: involved with e-learning activities
1.316
876
1.784
2.369
2.878
3.683
3.886
4.530
5.165
4.114
4.225
3.051
4.620
819
1.893
1.166
1.888
2.326
2.924
3.614
3.911
4.673
5.115
4.204
4.335
3.170
4.637
886
+43,8%
+33,1%
+5,8%
-1,8%
+1,6%
-1,9%
+0,6%
+3,2%
-1,0%
+2,2% +2,6% +3,9%
+0,4%
+8,2%
0
1.000
2.000
3.000
4.000
5.000
6.000
2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+
Monthly Unique Users per device (.000)
February March Variation % March vs February
Havas Media Elaboration of Audiweb Data

12. 12
Penetration close to 100% for population between 21 and 49 y/o
22%
39%
92%
98%
99%
99%
97%
98%
97%
92%
89%
82%
65%
13%
31%
53%
94%
99%
99%
99%
98%
99%
97%
92%
91%
84%
66%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+
Penetration % per age group
February March
Havas Media Elaboration of Audiweb Data

13. 13
The time spent online has increased by 10%
103:18:14
14:54:47
101:08:03
35:42:41
113:45:56
20:48:49
109:42:10
45:06:34
0:00:00
12:00:00
24:00:00
36:00:00
48:00:00
60:00:00
72:00:00
84:00:00
96:00:00
108:00:00
120:00:00
Total Digital Audience Desktop Smartphone Tablet
Time Spent online per device (hours:minutes:seconds per user per month)
February March
+10%
+40%
+8% +26%
Havas Media Elaboration of Audiweb Data

14. 14
Video fruition online has grown of 25%
00:47:00
00:32:26
00:24:50
00:28:41
00:58:39
00:42:01
00:27:46
00:40:35
00:00:00
00:07:12
00:14:24
00:21:36
00:28:48
00:36:00
00:43:12
00:50:24
00:57:36
01:04:48
Total Digital Audience Desktop Smartphone Tablet
Time Spent online per device (hours:minutes:seconds per user per month) – Video content
February March
+25% +30% +12% +41%
AVERAGE
STREAM
TIME:
3m 28’
AVERAGE
STREAM
TIME:
3m 25’
AVERAGE
STREAM
TIME:
3m 03’
AVERAGE
STREAM
TIME
7m 53’
Havas Media Elaboration of Audiweb Data

15. 15
Social and instant messaging are the most positively impacted
categories
66,0 65,5
46,7
17,4 17,4
9,2 7,7 7,6 5,9 4,8 3,9 3,5 2,4 2,4 2,2 2,1 1,7 1,7 1,6 1,6 1,5 1,4 1,4 1,3 1,2
TOP CATEGORIES PER MINUTES VOLUME DELIVERED (billions) – March 2020
Decrease vs February Increase vs. February
= 27h 31m per user
per month
= 17h 39m per
utente sul mese
Havas Media Elaboration of Audiweb Data

16. 16
News websites pageviews are on the raise: Corriere della Sera was
used more than Whatsapp in March, il Messaggero surpasses
Instagram
43,8
39,1 38,6
35,4 33,9 33,7 33,5 32,4
29,9 28,8
25,8 25,2 25,1 24,8 24,2 24,0
21,8 21,8 21,2 21,2 20,5 20,0 19,6 19,0 18,2
TOP 25 WEBSITES PER NUMBERS OF UNIQUE USERS (millions) – March 2020
Increase vs February
Havas Media Elaboration of Audiweb Data

17. 17
RaiPlay is the most used platform
902
810
190 169
130
72 60 54 53 42 21 19 13 12 11 10 8 7 6 5 3 3 3 3 2
TOP 25 VIDEO PLATFORMS PER MINUTES VOLUME OF USAGE (millions) – March 2020
Increase vs February
Note: the ranking includes only video apps
with Audiweb TAG/SDK for audience
measurement. This is why apps of editors
as Discovery Media and Sky Media, and
YouTube are missing
= 1h 28m per user
per month
= 54m per user per
month
Havas Media Elaboration of Audiweb Data

18. 18
Whatsapp and Facebook are the most used apps
58,6
33,9
11,3 11,2 10,4 10,3
5,1 5,1 5,0 4,8 2,9 2,4 2,1 2,0 1,8 1,7 1,5 1,4 1,4 1,4 1,4 1,3 1,2 1,1 1,1
TOP 25 APPS PER MINUTES VOLUME OF USAGE (billions) – March 2020
Decrease vs February Increase vs February
= 30h 53m per user
per month
= 20h 14m per
utente sul mese
Havas Media Elaboration of Audiweb Data

19. 19
Update: TV audience exceeds 31% (out of total individuals) compared
to the same period in 2019
Havas Media eleboration on Auditel data
2020 vs 2019 during the week of
26 April – 2 May
0,0
5,0
10,0
15,0
20,0
25,0
9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 2019

20. 20
Update: news websites pageviews keep decreasing
-
20
40
60
80
100
120
140
160
180
200
Milioni
PAGEVIEWS ON MAIN NEWS WEBSITES
Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI
Havas Media Elaboration on Audiweb data
DATA NOT
YET
RELEASED
BY AUDIWE

21. 21
Takeouts and opportunities
• The lockdown has drastically reduced Italians’ mobility: levels of last week of “phase 1” – May 1st
included - are stable. AdCity and Grandi Stazioni Retail data analysis will let us monitor the
«restart» of the country
• March Audiweb data show an increase in total digital audience, mainly due to kids' segment,
involved through e-learning activities. Time spent online grows of 10%; the fruition of videos
increased by 25%. Traffic generated through Desktops is the main beneficiary of the lockdown
• Time spent online mainly on social networks and instant messaging services. Pageviews on
news websites are increasing too, ranking in a higher position during March. Within Audiweb
analysis RaiPlay is the most used video platform
• TV audience exceeds 31% compared to the same period in 2019. The difference reaches +40%
on 25-54 y/o target and +60% on kids 8-14