The research found: - 70% agreed with the government's quarantine restrictions, down from 83% in the initial survey. - Activities like cooking, watching videos, and social media increased the most in time spent, while important purchases decreased. - Listening to music and radio increased significantly, especially in the mornings. - Companies are expected to protect employees, support charity, and spread messages of hope. - TV audiences increased 40% overall, with news and movie channels rising the most. However, news website views declined compared to the prior week.

1. 1
Fourth Dossier– 3 April 2020
Coronavirus impact: Italians behaviour
during the quarantine

2. 2
Havas Media is conducting a continuative research to monitor the
evolutions of tendencies during the quarantine
SAMPLE AND METHODOLOGY
Havas Media has conducted a
quantitative ad-hoc research on 706
cases 18+, a sample that represents
Italian citizens.
The aim is to investigate how Italian habits
are changing since the start of the
Coronavirus Emergency.
The research was launched 27 March
M
46%F
54%
ALLOCATION PER
GENDER
36%
48%
16%
18-34 35-54 55+
ALLOCATION PER AGE GROUP
Havas Data Insight – Proprietary research

3. 3
The second wave was conducted after the first two weeks of quarantine
1°
WAVE
13-16
MARCH
2° WAVE
27 MARCH

4. 4
The fear of being infected led the majority to sustain the decree
#iorestoacasa. But, there is a growing concern about a possible
economic crisis that might follow
74%
63%
53%
42%
37%
29% 28%
L’aumento dei
contagi
L’economia del
nostro paese
La mancanza di
infrastrutture per
gestire l’emergenza
La ripresa finanziaria Il post emergenza
sanitaria: la
riapertura di scuole,
negozi….
L’aspetto relazionale:
i rapporti con le
persone, la
lontananza da
amici/parenti
La diffusione del
virus in altri paesi
70% of second wave respondents (27 March) agrees with the
restrictions enforced by the Government
(vs. 83% of the first wave 13-16 March)
What worries you the most?
Infections
increased
Italian
Economy
Lack of
infrastructure to
manage the
emergency
Financial recovery The “day after”:
re-opening of
schools, shops
Social life,
the distance from
friends/relatives
Virus spread in
other countries
Havas Data Insight – Proprietary research

5. 5
Spending time during the quarantine: surf the Internet, watch TV,
cook and listen to the Radio
54,1%
58,5%
66,4%
69,4%
71,1%
72,8%
74,2%
74,6%
74,9%
78,0%
78,9%
81,4%
85,6%
86,1%
88,0%
88,1%
90,5%
92,6%
92,6%
94,5%
94,5%
94,9%
96,6%
97,3%
97,5%
97,6%
Listen to podcast
Attend online classes
Buy videos and movies for TV streaming
Play board games
Comment on websites, blogs, forum, influencers
Listen to the online Radio
Watch stories (FB and IG)
Watch live streaming on FB and IG
Plan important purchases (car, motorcycle, TV…)
Play videogames
Watch sports events
Gather info on next vacations (destinations, flights)
Training indoor
Listen to online music
Plan clothing/accessories purchase
Watch movies/TV series on demand (platforms like Netflix,…
Read books
Listen to the Radio
Use social networks
Watch online videos
Cook
Watch National/Open TV
Do online researched on products/goods/services
Surf from smartphones
Listen to music
Surf from desktops and laptops
27 March survey 13 March survey
% of respondents increasing the time dedicated to a specific activity
• The time you spend on the following
activities since the beginning of the
emergency is ...?
Havas Data Insight – Proprietary research

6. 6
More time spent cooking, watching videos and using social networks.
Important purchases have been postponed
-44%
-37%
-35%
-33%
7%
11%
11%
18%
19%
20%
21%
23%
32%
34%
34%
35%
38%
41%
44%
55%
56%
57%
57%
58%
Gather info on next vacations (destinations, flights)
Plan clothing/accessories purchase
Watch sports events
Plan important purchase (car, motorcycle, TV…)
Listen to the Radio
Listen to the online Radio
Listen to podcast
Buy videos and movies for TV streaming
Comment on websites, blogs, forum, influencers
Play board games
Attend online classes
Training indoor
Watch stories (FB and IG)
Listen to online music
Play videogames
Watch live streaming on FB and IG
Listen to music
Read books
Do online researches on pruducts/goods/services
Watch online video
Watch National/Open TV
Watch movies/TV series on demand (platforms like Netflix, Prime Video, Rai…
Use social networks
Cook
13 March survey 27 March survey
Net variation of respondents increasing vs. decreasing the time dedicated to a
specific activity since the beginning of the quarantine
• The time you spend on the following
activities since the beginning of the
emergency is ...?
Havas Data Insight – Proprietary research

7. 7
Shopping is still focused on food and pharmaceutical products
+40,7%
+10,8%
-7,1%
-27,3%
-40,8%
-40,9%
-43,9%
-46,5%
-50,3%
-52,8%
-53,0%
-55,4%
-58,8%
-59,3%
-64,4%
-71,8%
-73,7%
-76,4%
-79,9%
Food products
Drugs/parapharmaceuticals
Books/e-books
Newspapers, magazines
Consoles and videogames
Wines and spirits
Games/toys/board games
Customized insurance/financial services packages
Mobiles and smartphones
Small appliances (phon...)
Cosmetics and perfumery
Electronics products (TV, PC...)
Accessories and services for cars/motorcycles
Home furniture/accessories
Jewelry, bijoux, watches
Shoes, bags and accessories
Clothing
Vacation packages, train tickets, plane...
Cinema, Theatre, Concerts, Events
13 March survey
27 March survey
Net variation among respondents who increased vs. decreased
purchase of a specific category since the beginning of the emergency The negative result on
Newspapers and magazines
reflect the survey features,
conducted on an online panel.
Overall, sales of
newspapers/magazines
at stands are increasing,
also thanks to the fact that
stands are among the few shops
still open.
• Since the beginning of the emergency, the
products you purchase have increase,
decreased or stayed the same?
Havas Data Insight – Proprietary research

8. 8
Shopping online: the recent experience and the partial shut down of
delivery services had a bad impact on online purchases
-58,4%
-51,1%
-48,2%
-47,3%
-46,0%
-41,6%
-41,5%
-38,0%
-32,0%
-24,4%
-16,3%
-11,6%
-7,6%
+9,5%
+39,0%
Cinema, Theatre, Concerts, Events
Vacation packages, train tickets, plane...
Shoes, bags and accessories
Jewelry, bijoux, watches
Clothing
Home furniture/accessories
Small appliances (phon...)
Mobiles and smartphones
Electronics products (TV, PC...)
Cosmetics and perfumery
Newspapers, magazines
Consoles and videogames
Wines and spirits
Books/e-books
Basic food products (pasta, bread...)
27 March survey% 13 March survey
Net variation of respondents who report an increase vs. decrease in
the likelihood of buying category goods/services online in the coming weeks
• Online shopping of the following
categories will increase, decrease or stay
the same in the next weeks?
Havas Data Insight – Proprietary research

9. 9
Each media finds a positioning that responds to citizens’ different
needs
INFO ON NEWS AND
CURRENT AFFAIRS
DISTRACTION
ENTERTAINMENT
INFO ON
PRODUCTS/SERVICES
I HAVE AN INTEREST
IN
DEEPEN PASSIONS
AND HOBBIES
TRUSTED NEWS
TRUSTED MEDIA
TV
RADIO
WEB
SOCIAL NETWORK
NEWSPAPERS
MAGAZINES
Concentration index
per media on 7 Items
• What is the role of the following media
during the quarantine? Havas Data Insight – Proprietary research

10. 10
Time spent listening to music and the radio is increasing
Has the time spent on these activities decreased or
increased in recent weeks?
50%
44%
32%
24%
19%
36%
33%
38%
36%
28%
12%
10%
24%
13%
8%
3%
14%
6%
27%
46%
Listen to music
Listen to online music
Listen to the Radio
Listen to the online Radio
Listen to podcasts
Increased Unchanged Decreased I don't do these activities
+ 38 p.p
+ 34 p.p
+ 8 p.p
+ 11 p.p
+ 11 p.p
• Has the time spent on these activities
decreased or increased in recent weeks?
NET VARIATION
(LISTENING SHARE INCREASED VS DECREASED)
Havas Data Insight – Proprietary research

11. 11
Music, radio and podcasts are becoming more relevant in everyday
life
Has the time spent on these activities decreased or
increased in recent weeks?
27%
21%
7% 7%
5%
38%
34%
8%
11% 11%
Listen to music Listen to online music Listen to the Radio Listen to the online Radio Listen to podcasts
13 March Survey 27 March survey
• Has the time spent on these activities
decreased or increased in recent weeks?
Havas Data Insight – Proprietary research

12. 12
The Radio audience: increasing during the morning until lunch
time, and decreasing during the afternoon ‘drive time’
• During which time of the day do you prefer
listening to the online Radio/Radio?
33%
18%
15%
7%
2% 1%
13% 11%
14%
9%
4% 3%
Prima
mattina (6-
12)
Tarda
mattina
(12-14)
Pomeriggio
(16-18)
Fasce
preserali
(18-20)
Sera (20-
22)
Notte (dopo
le 22)
Radio Radio online
20% 31%
I do not have a preference
-
50
100
150
200
250
300
Early
morning (6-
12)
Late
morning
(12-14)
Afternoon
(16-18)
Before
dinner (18-
20)
Evening
(20-22)
Night (dopo
le 22)
TER research Data 2019
Havas Media research Data 27 March 2020
CONCENTRATION
INDEX PER HOUR
During which time of the day do you prefer
listening to the online Radio/Radio?
Early
Morning
(6-12)
Late
Morning
(12-14)
Afternoon
(16-18)
Before
Dinner
(18-20)
Night
(after 22)
Evening
(20-22)
Havas Data Insight – Proprietary research

13. 13
The Radio is an all day companion through leisure time, work time
and training
29%
15%
20%
13%
3%
6%
12%
26%
14%
6%
Mentre faccio
Colazione/pranzo/cena
Mentre lavoro Mentre navigo su
internet
Mentre mi alleno La sera prima di
addormentarmi
Radio Radio online
20% 36%
I do not have a preference
During which time of the day do you prefer
listening to the online Radio/Radio?
• During which time of the day do you prefer
listening to the online Radio/Radio?
During
breakfast/lunch/dinner
While Working While surfing the
Internet
During training Before going to sleep
Havas Data Insight – Proprietary research

14. 14
Expectations towards companies: acts of responsibility to employees
and society, but also messages of trust and hope
87%
73% 71% 66%
58%
Protect their employes Provide an actual support
by converting part of the
production for charity
Spread a message of
trust/hope
Discounts/special offers Donate part of their
incomes to
hospitals/healthcare
facilities/Civil protection
etc
WHAT SHOULD COMPANIES DO RIGHT NOW
• Considering Italian companies, what do
you think they should do?
Havas Data Insight – Proprietary research

15. 15
Update: TV audience reaches +40%, with 68% of men bewteen 25-
54 y.o
15,0
13,5
12,812,612,612,813,1
14,4
13,2
12,712,712,612,7
13,5
15,1
14,314,114,113,913,7
14,4
15,7
14,3
14,0
13,6
14,314,5
15,2
16,7
15,816,1
16,4
16,9
17,3
18,3
18,8
17,217,217,017,317,3
18,1
19,7
18,218,118,418,5
18,8
17,7
18,4
17,617,617,517,2
12,0
13,0
14,0
15,0
16,0
17,0
18,0
19,0
20,0
21,0
Milioni
TV AUDIENCE PER AVERAGE MINUTE
WEEK 22-28 MARCH VS. 9-15 FEBRUARY
+ 39.9% AMR
+ 6.3 pp REACH (= 80.6%)
+ 28.9% TIME SPENT(= 7h 26’)
Havas Media elaboration of Auditel data

16. 16
TV audience: Tv2000, all-news channels and channels dedicated to
movies/TV Series are the one increasing the most
260.679(+148%)
255.628(+86%)
240.048(+74%)
237.554(+46%)
234.065(+60%)
225.552(+259%)
224.013(+29%)
189.181(+52%)
181.566(+48%)
167.054(+71%)
163.358(+19%)
158.622(+37%)
152.809(+52%)
148.009(+313%)
138.727(+26%)
130.576(+45%)
117.128(+25%)
114.899(+40%)
114.800(+174%)
109.973(+9%)
108.277(+19%)
100.031(+38%)
94.379(+4%)
87.914(+41%)
85.936(+57%)
81.256(+64%)
80.195(+14%)
79.718(+103%)
75.271(+23%)
70.537(+48%)
67.976(+56%)
63.824(+73%)
61.376(-26%)
48.150(+73%)
40.846(+52%)
40.531(+34%)
38.794(+74%)
38.175(+160%)
37.383(+102%)
30.740(+172%)
26.095(+149%)
24.707(+96%)
24.271(+229%)
21.860(+294%)
19.973(+24%)
19.733(+51%)
18.567(+51%)
17.766(+10%)
15.070(-28%)
AMR Settimana base (9-15 February) AMR Upflit (Week 18-24 March)
Havas Media elaboration of Auditel data

17. 17
Update: News websites pageviews are decreasing compared to last
week
-
20
40
60
80
100
120
140
160
180
200
SAT
15-2
SUN
16-2
MON
17-2
TUE
18-2
WED
19-2
THU
20-2
FRI
21-2
SAT
22-2
SUN
23-2
MON
24-2
TUE
25-2
WED
26-2
THU
27-2
FRI
28-2
SAT
29-2
SUN
1-3
MON
2-3
TUE
3-3
WED
4-3
THU
5-3
FRI
6-3
SAT
7-3
SUN
8-3
MON
9-3
TUE
10-3
WED
11-3
THU
12-3
FRI
13-3
SAT
14-3
SUN
15-3
MON
16-3
TUE
17-3
WED
18-3
THU
19-3
FRI
20-3
SAT
21-3
SUN
22-3
MON
23-3
TUE
24-3
WED
25-3
THU
26-3
FRI
27-3
SAT
28-3
SUN
29-3
MON
30-3
TUE
31-3
Milioni
PAGEVIEWS ON MAIN NEWS WEBSITES
Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI
PageViews: 25-31 Mar vs 18-24 Mar
TOT. AUDIWEB WEBSITES -3%
NEWS WEBSITES -10%
OTHER WEBSITES +5%
Havas Media elaboration of Audiweb data

18. 18
Takeouts and opportunities
• Consolidation of «quarantine» habits: TV, video, radio and music fill Italians' days
• Each media responds to different needs: TV to stay updated on current events, Web to deepen
passions and gather info on products and services, press as the most authoritative source of news, the
radio to entertain and keep inform, social networks to overcome boredom
• Radio is mainly listened to during mornings and early afternoons
• TV audience keeps growing , +40% ; pageviews on websites is slowing down
• Initial propension on shopping online is decreasing, also due to slowed down delivery services
• Growing expectations towards companies: in terms of employees' protection and social commitment