Press Release the "Autumn 2011" Guarantee Period Ends

PRESS RELEASE THE "AUTUMN 2011" GUARANTEE PERIOD ENDS • Absolute primacy for the Mediaset channels is all time bands fir the commercial target of viewers in the 15-64 age range • Canale 5 was Italy's most popular channel in the commercial target • Italia 1 with 14.4% is the second channel in the 15-34-year-old target after Canale 5 • Premium Calcio is Italy's leading pay channel Yesterday, Saturday 10 December 2011, saw the end of the "Autumn 2011" guarantee period that began on 11 September and Mediaset has achieved its objective of winning over the premium audience of most interest to advertisers. The season saw a confirmation of the broadcaster Mediaset among the audience in the 15-64 age range in the main time bands: 39.2% in prime time and 39.1% over the 24 hours (total Rai: 36.7% in prime time and 34.8% over the 24 hours). And Canale 5 was Italy's most watched channel in the commercial target with an 18.1% prime time share and 18.2% over the 24 hours (Rai1: 15.1% in prime time and 14.5% over the 24 hours). There were also good results in news with the 8 o'clock TG5 news show the most popular news programme in the commercial target with a 23.1% share (Tg1: 17.2%). Even more interesting is the comparison with the main channels of Mediaset and those of Rai over the 24 hours among the most difficult to reach audience; i.e. viewers in the 15-34 age range, a public with a high levels consumption and a tendency to use alternative platforms. In fact Mediaset has double the ratings of Rai. The flagship channel: Canale 5 19.1% (Rai1 10.6%); second channels: Italia1 14.4% (Rai2 5.5%); news: Studio Aperto at 12.30 pm 24.5% (Tg2 ore 1.00 pm 11.3%). Also important was the 9.6% prime time performance of Rete 4 among viewers over 65, confirming Mediaset's interest in the entire television audience (Tg4 7 pm: 9.2%). Free thematic channels. Good results for all of Mediaset's free channels: with Boing in first place among children between 4-14 with a 7.5% share; an excellent start for Cartoonito, already top among the channels for pre-school children with a 6.4% share among children between 4-7; Iris is the leader among adult males (over 55) with a 1.1% share; La5 reached 1.7% among women viewers between 15-44; Mediaset Extra, recorded a 1.0% share among the target audience of viewers between 15-54; Italia 2 reached 1.0% in the reference target of male viewers between 15-34. Thematic pay-channels. Great confirmation for Premium Calcio which in Autumn 2011 was the most viewed channel over the 24 hours among all pay channels, including satellite channels, with a 0.8% share of the total audience. Cologno Monzese, 11 December 2011 (see tables below) 1 Autumn 2011 Guarantee (11 September - 10 December) Classification of generalist channels by age bands (24 hours) Canale 5 leader 15/64 age range Canale 5 18.2 Rai 1 14.5 Italia 1 9.9 Comparison Canale 5-Rai 1 Comparison Italia 1-Rai2 15/34 age range 15/34 age range Canale 5 19.1 Italia 1 14.4 Rai 1 10.6 Rai 2 5.5 Autumn 2011 Guarantee (11 September - 10 December) Classification of free & pay thematic channels by age bands (24 hours) Children between 4-14 Men over 55 Boing 7.5 Iris 1.1 K2 4.4 RaiNews 1.1 Cartoonito 3.2 Rai4 0.9 Frisbee 2.7 Premium Calcio/Hd 0.8 Rai Yoyo 2.6 RaiMovie 0.8 Cologno Monzese, 11 Dicember 2011 2.

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