Dazn case: after about 20 years from the beginning of the Sky era, the ratings related to the first day of Serie A football will not be available to the media and advertising investors. Here because

Ready go.

On August 21st the Serie A football championship starts and there is no shortage of news on television

The start of the new Serie A season marks a first time for the world of football: the entire championship will be broadcast on Dazn only in streaming. Goodbye parable, therefore, to watch all 380 games per season over the next three years (only 114 will be broadcast in co-exclusive by Sky also on the satellite).

After landing in Italy in the hot summer of 2018, Dazn is ready to become the home of Serie A with 7 exclusive races (and the other 3 co-exclusive) every day.

Together with Dazn, the start of the championship will also be a test for Tim, who has invested in the partnership with the OTT platform by focusing on TimVision with an offer that also guarantees the vision of the Champions League through an agreement with Mediaset Infinity.

But the departure for Dazn already begins with a false step: in fact the company has communicated to Auditel that it will be possible to proceed with the detection of its 12 channels only starting from 27 August.

DAZN'S FALSE PASSAGE ON ADVERTISING

So, after about 20 years from the beginning of the Sky era, the ratings related to the first day of Serie A (between today, tomorrow and Monday) will not be available for the media and for advertising investors, Italy Today remarked in an article by Claudio Plazzotta: "A step backwards that has something sensational and that casts more than a shadow on the ability of the Dazn offer to respond to a series of parameters necessary to be assigned a service as important as the exclusivity on almost all matches of Serie A football ".

WHAT ITALY WRITTEN TODAY ABOUT DAZN

For the first day of the championship, therefore, Dazn will communicate to the media only the data produced by its internal analytics, without any possibility of verification and therefore without allowing a homogeneous comparison with the data of previous years (promptly reported by Sky). business newspaper of the Class Editori group: “In fact, Dazn will turn the TV clock back decades, when each broadcaster was flaunting results that were neither certified nor verifiable. This is all the more striking if we consider that the assignee of the Serie A rights should comply with very stringent requirements provided for by the Melandri law, and which Sky has always strictly respected ”.

THE CONCERNED COMMENT OF THE UPA

The president of Upa (Associated advertising users), Lorenzo Sassoli de 'Bianchi, explains to Italia Oggi that "we are obviously worried" by the lack of audience data on the first day of Serie A. "There is a technical problem for this week », continues Sassoli de 'Bianchi,« but, given the novelty, it can also be a week late. Certainly, however, even during the whole season we will never be able to have a total audience of Serie A certified and comparable to the one we had last year. Meanwhile, for this weekend we are certainly worried. Then, of course, in the following days most of Dazn's audience, that on smart TV, on TimVision, on digital terrestrial, will be taken over by Auditel. But the one on the other digital devices will instead be detected by Nielsen on Dazn data, and, in short, it will not be certified and therefore, as mentioned, it will not be able to form a total audience comparable to that of the 2020-21 season ".

WHAT ADVERTISERS MUMP

Precisely in terms of total audience, Upa intends to raise its voice a little more from next September: "There are changes underway so rapid that we are starting a process of reflection on all audience surveys, also taking into account all indications given by Agcom. By the end of September we will prepare a vademecum with the lines that, as a market, we would like them to be followed. I repeat, however, that the situation is very complex, there are no easy recipes, we are aware of the situation that cannot be solved with the magic wand in one day ».

THE PROBLEMS OF DAZN

A second front of discussions that could open up is that regarding the distribution of TV rights to Serie A clubs: in the absence of certified audience data, the weight of the individual teams would be more complicated to calculate, and in any case a single shared criterion would be lost. , wrote Italia Oggi : "It is necessary, in fact, to remember that the Melandri Law (still in force) provides that the certified television audience is also taken into consideration, that is the follow-up recorded by the companies through television ratings, in order to draw up the relative ranking the distribution of TV rights between the clubs ”.

WHAT WILL HAPPEN FROM THE SECOND DAY OF THE CHAMPIONSHIP

Starting from the second day, Dazn will undergo the measurement, but only partially, according to Italia Oggi: “Auditel, in fact, will only be able to detect in detail the ratings of the 12 Dazn channels enjoyed through smart TV; and, in addition, it will provide an overall calculation for the distribution on digital terrestrial and that of TimVision. Nothing more. All audiences enjoyed through the various digital devices (smartphones, tablets, PCs, game consoles) will instead be measured directly through Dazn internal analytics, on which Nielsen will carry out non-certified calculations that will be provided to the market. A singular choice, since Auditel now detects TV consumption off the TV since June 2019 ".

THE RECOMMENDATIONS OF AGCOM

A choice that also seems to go against the recommendations of Agcom: the Authority for the guarantees in communications has clearly expressed, in black and white, its address inviting all stakeholders to converge the measurement systems in the direction of the total audience. Total audience which, in the case of Serie A and Dazn, would already be achievable, added Italia Oggi .

FURTHER TELEVISION NEWS

The other big news on television of the football season is the further unpacking of the competitions between the various broadcasters. If in fact the Serie A will be all on Dazn (with the possibility of seeing three games in turn in co-exclusive on Sky), for the Champions League there will be three platforms that will broadcast the matches: Mediaset (in addition to the new Coppa Italia) will broadcast 17 free-to-air Tuesday games on Channel 5 and 104 paid streaming on Infinity, Sky will broadcast 121 paid games and Amazon Prime Video finally purchased the rights for the 16 best games on Wednesday.

THE OTHER COMPETITIONS

The other competitions remain in the background, with the Europa League and Conference League both on Dazn and on Sky, while on the pitch for Serie B there will be Sky, Dazn and Helbiz and finally for foreign football the Liga will be on Dazn while Premier League, Bundesliga and Ligue 1 will be broadcast by Sky. And for those who want to watch the games in bars or other public places? It will be possible to watch the entire Serie A and all the Champions League in the local Sky subscribers (thanks to the partnerships with Dazn and Amazon), while Tim is closing the agreement with Dazn itself.

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Dazn, this is how the A games will be seen on Timvision

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This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/serie-a-in-tv-ecco-perche-i-pubblicitari-sono-imbestialiti-con-dazn/ on Sat, 21 Aug 2021 08:39:09 +0000.