Rai, how much does the advertising we see during the Sanremo Festival cost?
Billboard, telepromotion, product placement and commercials. Here's how much it costs to advertise between one song and another at the Sanremo Festival. All the details
Share at 62.4% for last night's inaugural episode of the Sanremo Festival, well beyond last year's peak of 54.7%. Between the ovation for the President of the Republic, Sergio Mattarella, and less elegant gestures (like Blanco who smashed everything), there were 11 breaks to make room for advertising.
But how much does each spot cost?
MORE SPOT BUT SHORTER
Rai, says Il Sole24Ore , is focusing on shorter commercials (15 seconds) both to please everyone and to comply with the new consolidated text, which came into force on 1 January 2023, which lowers the presence of advertising to 6% in the time slot 18-24 (in 2022 it was 7%).
“This – writes the economic daily – translates into a lower availability of advertising pool: from the 25 minutes and 12 seconds available in the 18-24 slot in 2022, we go to 21 minutes and 36 seconds available in 2023: 3 and a half minutes in less".
THE ADVERTISING STRUCTURE
For this edition, Rai Pubblicità has established an advertising structure for the five evenings of the Sanremo Festival that is very similar to the previous ones.
After the pre-opening Golden Minute, between one performance and another, he provided 9 breaks before the final one. According to Rai Pubblicità, everything should end at 1.30 in the midweek appointments and at 1.45 on Saturday for the grand finale.
HOW MUCH DO THE BREAK PACKAGES COST
Coming to the cost of a 15-second space, Rai Pubblicità, according to the data reported by La Gazzetta del Pubblicitario , offers various pairs of two blocks ranging from the opening-closing ones to the intermediate ones.
The first pair is called Sanremo 1+Closing (20.35-1.45) and costs 1.35 million euros, or 90,410 euros per second. The second Sanremo 2 + Sanremo 9 (21.45-0.15) is worth 1.54 million euros and Sanremo 3 + Sanremo 8 (22.20-0.40) 1.57 million euros.
But the most expensive package is Sanremo 4+Sanremo 7 (22.45-24-15) which, we read, "concentrates the commercials in the interludes with a more constant average audience". In this case, the advertisers concerned have to shell out 1.76 million euros, equal to 117,528 euros per second.
Finally, the Sanremo 5 (23.37) and Sanremo 6 (23.55) options are sold individually for around 1 million euro and 715,000 euro respectively.
According to Sole24Ore , "the average price list of the event shows a growth of 28.1% compared to the previous edition".
HOW MUCH IS A SINGLE EVENING
However, it is also possible to purchase the same options for a single evening of the Festival. Prices here range from 413,000 euros for Sanremo 4+Sanremo 7 of the final to 211,485 euros for Sanremo 1+Closing of the first evening.
The rest is between 250,000 and 350,000 euros per couple of passes per evening. The spot in the initial Golden Minute is quoted at 193,000 euros.
BILLBOARD, TELEPROMOTION, PRODUCT PLACEMENT AND SPOT
But it doesn't end there. In addition to the breaks, there are also billboards and telepromotions in the previews and at the end.
The former, i.e. short films that precede the start of the broadcast and which are introduced by the formula "This program is presented by" range from 537,900 euros in preview to 286,500 euros at the end, while the telepromotion at 11.35pm costs 2 ,18 million euros for all evenings.
Product placement, on the other hand, is quoted at 658,400 in the preview and the 15-second spot of Sanremo Goodbye at the end is worth 74,600 euros.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/rai-quanto-costa-la-pubblicita-che-vediamo-durante-il-festival-di-sanremo/ on Wed, 08 Feb 2023 14:56:58 +0000.