P(l)ay Ad-tention: the new TV adage

This year has marked a significant transition for the Italian TV and advertising market. The most relevant update comes from the integration of linear and digital viewing into the new Total Audience measurement. Data show that traditional linear TV has remained broadly stable, confirming its resilience and central role on the big screen. At the same time, broadcasters have recorded a remarkable +28 per cent growth in digital on-demand viewing in 2024 versus 2023. This demonstrates that broadcasters are not losing ground but rather expanding their footprint across platforms, adding incremental reach. The slowdown in global streamers’ penetration on TV sets further reinforces the idea of a rebalancing ecosystem, with national broadcasters regaining momentum in the digital environment while preserving their strength in linear.

The research we developed with FCP AssoTV is focused on what we call the “Streamcasting Challenge” and the “Battle for Ad-tention.” Streamcasting refers to the distribution of television content beyond the linear perimeter, across catch-up, digital-first, and digital-only formats. Our analysis highlights three winning models: digital-first combined with linear resilience; linear-first enriched with catch-up value; and digital-only formats capable of capturing younger or niche audiences.On the advertising side, the “Ad-tention” study demonstrates the direct correlation between attention to editorial content and engagement with advertising. Active attention to programmes explains up to 22 per cent of the variance in ad engagement. Quality content and premium context significantly amplify advertising effectiveness. The Unaided Ad Recall generated by the BVOD is significantly higher than the video sharing platform (+9 pp), with positive impact on the main brand KPIs throughout the whole communication funnel.

Rai Pubblicità will expand its perimeter by leveraging two universal pillars: music and sport, that transcend demographics, territories and cultures. On one side, iconic events such as Sanremo, Eurovision, and a wide portfolio of live music productions confirm Rai’s ability to create cultural moments with international resonance. On the other side, sport remains a powerful driver of collective attention – from football to the Olympic Games – ensuring reach, frequency, and passion at scale.

In 2026, Rai Pubblicità will also celebrate its centenary with a series of activities and events taking place throughout the year.

By building on these pillars, together with the expansion of digital and Connected TV, we aim to position Rai Pubblicità as the gateway for international investors seeking premium access to Italian audiences, as well as cultural relevance, passion, and connections that last.

On average, active attention to editorial content explains 22 per cent of the level of induced attention and advertising engagement. This is a very significant figure, considering that the number of variables that could potentially impact the level of engagement is extremely large, and having one that explains more than a fifth of the total variance is truly relevant. This 22 per cent is the average across linear TV and on-demand content.

Unaided ad recall: BVOD vs Video sharing platforms (VSP) 

Index versus BVOD

Higher attention within the BVOD environment allows for better memory retention.

On average, active attention to editorial content explains 22 per cent of the level of induced attention and advertising engagement. This is a very significant figure, considering that the number of variables that could potentially impact the level of engagement is extremely large, and having one that explains more than a fifth of the total variance is truly relevant. This 22 per cent is the average across linear TV and on-demand content. For both established and new brands, TV (linear TV and BVOD) significantly outperforms VSP on awareness, favourability, recommendation, and intention to buy.