Vol.18: 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 25th – 24 July 2020
A sneak peek at Fall season

2. 2
Havas Media conducted a research on citizens’ sentiment during the
final stage of the emergency
• Havas Media has conducted a
quantitative research on an online
sample, for more than 3 months
to monitor Italian citizens’
sentiment.
• The new research was conducted
between 10-13 July on 200 cases
18+, a sample that represents
Italian citizens
50% 50%
Average age:
45 y/o
18-24 25-34 35-44 45-54 55-64 65+
North West: 21%
North East: 40%
Center: 17,5%
South and isles: 22%

3. 3
Thinking about the economy and the society, what are you expectations for the Fall?
3 26,5 31 21 18,5
0
5
10
15
20
25
30
35
A strong recovery A moderate
recovery
Situation similar to
present
A moderate
worsening
A strong
worsening
29,5% optimists 39,5% pessimists
Fall: Italian citizens think the situation will be similar to present or if
anything a moderate recovery
Havas Data Insight – Proprietary research

4. 4
15
17
18
18,5
20
Grocery shopping online
Fitness at home
Videocalls with friends and relatives
Avoid public transport when possible
Spent time at home with friends and relatives
Choosing from the following activies, what will
you do during Fall?
% OF RESPONDENTS THAT «THINK THEY WILL DO»
Home back at the core from shopping to fitness, everything will be
organised to limit going out
Havas Data Insight – Proprietary research

5. 5
From 1 to 10, how much would you mind giving up…
% TOP BOX:
RESPONDENTS CLAMING «8+9+10»
18,5
21
25,5
26
27
32
40
41,5
42,5
42,5
50
Magazines
Instagram
Entertainment websites
Newspapers
Listen to music online
Facebook
Radio
Watch movies/TV series online
Youtube
News websites
TV
TV will still keep us company together with online videos and Radio
Havas Data Insight – Proprietary research

6. 6
53,5%
WILL REDUCE EXPENSES:
31% giving up some important purchase
22,5% giving up unnecessary purchases
1,5%
WILL INCREASE EXPENSES:
Buying things they have given up during
lockdown
45%
WILL KEEP THE SAME
BUDGET:
Trying to make the same purchases
Considering next Fall
purchases...
Attention to expenses will be high and many are planning to give up
important purchases or reduce unnecessary ones
Havas Data Insight – Proprietary research

7. 7
Italy back on track: AdCity analysis
• Thanks to Adcity, Havas intelligence platform, daily movements of people on
the territory are being monitored: 10 areas in 5 major Italian cities
• During last week volumes increased slightly vs previous one. Naples and
Palermo are back to pre-Covid trends, Turin mobility is 75% of the volumes
of last January while Rome and Milan are slowly recovering (60% of
benchmark volumes)

8. 8
At present, mobility volumes in major cities are affected by
seasonality
75 73
54
58
65
54
86
94
90 90
-
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 13-19 Luglio Idx. ultima settimana vs. media pre-lockdown (=100)
AdCity – Average Net daily Data, Sundays excluded

9. 9
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Torino zona Piazza San Carlo Torino zona Stazione
-1.9%
vs. previous week
AdCity – Average Net daily Data, Sundays excluded

10. 10
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milano zona Piazza Duomo Milano zona Stazione Centrale
-0.9%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

11. 11
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Roma zona Colosseo Roma zona Termini
+0.2%
vs. previous week
AdCity – Average Net daily Data, Sundays excluded

12. 12
Naples: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Napoli zona Stazione Napoli zona Vittorio Emanuele
+0.6%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

13. 13
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
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo zona Cattedrale di Palermo Palermo zona Stazione
-1.5%
vs. previous
week
AdCity – Average Net daily Data, Sundays excluded

14. 14
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 10-mag 17-mag 24-mag 31-mag 7-giu 14-giu 21-giu 28-giu 5-lug 12-lug 19-lug
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 2019
TV audience: positive trend during the week 12-18 July
2020 vs 2019
week 12-18 July
+12,6%
+9,8%
+6,9%
+4,4% +3,9% +3,9% +3,9% +3,1% +3,0% +3,0% +2,2%
+0,7%
KIDS 8-14 KIDS 4-7 18-34 Individui +
Ospiti
15+ 15-64 RA U 25-54 25-54 D 25-54 CSE3.0
MA+A
RA 25-54
Source: Havas Media elaboration of Auditel Data

15. 15
TV audience in daytime reflects 2019 volumes: 2020 increase is
mainly during Prime Time
-25%
-20%
-15%
-10%
-5%
+0%
+5%
+10%
+15%
+20%
+25%
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
07:00
07:25
07:50
08:15
08:40
09:05
09:30
09:55
10:20
10:45
11:10
11:35
12:00
12:25
12:50
13:15
13:40
14:05
14:30
14:55
15:20
15:45
16:10
16:35
17:00
17:25
17:50
18:15
18:40
19:05
19:30
19:55
20:20
20:45
21:10
21:35
22:00
22:25
22:50
23:15
23:40
00:05
00:30
00:55
01:20
01:45
TV audience trend and increase vs. same period in 2019
week 12-18 July
% YoY 2019 2020
Source: Havas Media elaboration of Auditel Data

16. 16
Takeout and opportunities
• Italians’ expectations for Fall are slightly positive, but still organising
activities at home and reducing expenses
• TV will keep us company during next Fall together with online videos and
Radio
• Mobility volumes in major Italian cities are stable, Milan and Rome around
60% vs pre-Covid volumes
• TV audience increasing: daytime is stable and Prime Time +10%