Mediaset, one of Italy's leading media companies, marked 2024 as an "exceptional" year, achieving record levels of self-produced content and showcasing its resilience amid fierce competition. CEO Pier Silvio Berlusconi addressed employees during a festive gathering, reflecting on the company’s accomplishments and setting the tone for future aspirations.
During his address, Berlusconi highlighted the company surpassing Rai – the public broadcaster – for viewership during prime time, stating, "Last year we made the historic overtaking in the 24 hours compared to Rai. Even this year, [...] we are just above Rai," indicating competitiveness and growth even under challenging circumstances. He emphasized, though, reaching Rai is not their primary goal; rather, they focus on improving their own metrics to provide value to advertisers, noting, "[...] we do commercial television and so we must look at advertising contacts. There we are evenbetter off."
Mediaset displayed impressive growth figures for 2024, producing over 9,000 hours of original programming—a 20% increase compared to the pre-pandemic levels of 2020. Berlusconi lauded the dedication of his staff, expressing gratitude for their daily efforts, stating, "Every day, all of you do great work and make our company truly an example for all others." This collective effort appears to be paying off as ratings surged; the company proudly secured 40.2% of the audience share during prime time. This increased engagement was driven by its flagship channel, Canale 5, leading the competition. According to Federico di Chio, Mediaset’s Strategic Marketing Director, the company connects weekly with 96% of Italians aged 14 and older, attracting 45 million television viewers, 24.5 million digital users, and 24.8 million radio listeners.
Financially, Mediaset achieved remarkable results compared to its European competitors. The company's stock market value rose by 25.4%, juxtaposed with the broader industry, which saw average declines of 8.7%. Revenues spiked 7.7% during the first nine months of 2024, with net profits skyrocketing by 38.8%. Berlusconi remarked, "Net profits have more than doubled over the past four years, exceeding €1 billion between 2021 and 2024." This successful fiscal performance and enhanced market position have set Mediaset apart as not just a local leader but aspires to have significant influence across Europe.
Mediaset's expansion strategy is also noteworthy. Following its success in Spain, the company plans to explore new markets, including Germany, Portugal, the Netherlands, Poland, along with consideration of France and the UK. Despite facing economic and political challenges, Berlusconi is optimistic, stating, "This is tough and complicated work. We operate globally and confront players who are becoming increasingly global, so we have great challenges but I am confident." This confidence underlines Mediaset's resolve to create synergies and partnerships internationally.
A topic of discussion at the gathering was the future of the Sanremo Festival following the Liguria Regional Administrative Court's decision to initiate bidding for its management. Berlusconi expressed hope for Rai’s continued stewardship over the esteemed event, referring to them as "the true strength behind the Festival." On programming, he shared his enthusiasm for the show "This Is Me," hinting at the possibility of another season, and acknowledged the commercial hurdles faced by the show "La Talpa," emphasizing its significance as part of their cross-media experimentation. He concluded with affirmations of his dedication to Mediaset, stating, "I want to keep doing my job; I love this company and I believe our work is far from over." Berlusconi’s statements encapsulate Mediaset’s commitment to innovate and thrive as 2024 draws to a close.
Through strategic planning and execution, Mediaset appears poised to not only maintain its leadership position within Italy but also to significantly gain ground on the international stage, ensuring its relevance and adaptability amid rapidly changing media consumption patterns.
