Italian commercial broadcaster Mediaset has a 63 per cent share of the TV advertising market (earning €2.05 billion/year), while its main rival, public broadcaster Rai, has only 23 per cent (€680 million).

The figures from the Nielsen 2012 study also show that pay-TV operator Sky Italia has an 8 per cent market share (€258 million), while terrestrial broadcaster Telecom Italia Media (which runs La7 and MTV Italia) has just 5 per cent (€170 million). Overall, the TV market receives 48 per cent of total advertising investments in Italy (€3.26 billion).

According to Nielsen, such dominance in the TV advertising market has no equal in Europe. In France, TF1 has 49 per cent of the TV advertising pie, whilst M6 Group has 24 per cent. In Germany, Prosieben Sat 1 has 44 per cent and RTL Deutschland 40 per cent. In Spain, Telecinco has 33 per cent and Antena 3 has 29 per cent.

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