{
  "id": 10848731,
  "title": "Auditel oltre la Tv: spot al cinema e radio on demand nel nuovo cantiere",
  "url": "https://urgent.news/2026/09/30/auditel-oltre-la-tv-spot-al-cinema-e-radio-on-demand-nel-nuovo",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-30T03:47:01.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/auditel-oltre-tv-spot-cinema-e-radio-on-demand-nuovo-cantiere-AJUgrXTB"
  },
  "original_language": "it",
  "account": "Auditel is expanding its reach into cinemas, billboards, and on-demand radio. With three different stages, these new projects aim to bring TV listening infrastructure beyond the television. The company's general manager, Paolo Lugiato, presented the advancement at the Advanced TV Conference 2026. Lugiato explained that Auditel has transformed into a dynamic hub of development and research, serving the JIC universe. The collaboration involves Audicom, Audimovie, Audiradio, and Audioutdoor, all working towards creating common tools in a market that distributes content, audience, and investments across increasingly intertwined platforms. The most advanced project focuses on cinema, where the Audimovie board has tasked the technical committee with researching the detection of Cusv (Video Video Spot Unique Code) advertising in movie theaters. While the service is not yet operational, it marks a step towards more recognizable and measurable advertising in front of the big screen. For outdoor campaigns, Audoutdoor has already produced positive analyses on using the same Cusv code in videos, and the question now is to implement it operationally. Audiradio is also exploring a solution for recognizing and measuring podcasts on-demand, using audio recognition technology already used for television. The shared infrastructure is already working, with Audicom relying on Auditel's technology for Serie A match reports and distributing Dazn listening data to the market. This is part of a larger integration aimed at feeding Audicom Census and providing public broadcasting and digital property usage data. However, having more tools and data is not enough, warns Auditel's president, Lorenzo Sassoli de Bianchi. Mixing digital traces with more audiences is a risk, as a device is not a person, a click is not always a relationship, and a sum of contacts does not automatically translate into a public. Many proprietary truths, collected under different criteria, do not form a common truth. To tell this change, Sassoli introduced \"Anna of the Screens,\" a fictional character who watches a program on television, watches it on her phone, and concludes it on her computer. The task of research is to reassemble this path, avoiding duplications and respecting privacy. The magnitude of this phenomenon is evident, with connected TV reaching 35.4 million individuals in Italy monthly in May 2026, 65.3% of the television audience. The television becomes a portal to different offerings, and the competition for audiences now crosses all screens. For advertisers, Sassoli emphasized that the promise of advanced television becomes valuable only if the real people reached, contact frequency, and added coverage across screens are known. \"The technological sophistication must produce greater transparency, not new opacity,\" Sassoli cautioned.",
  "summary": "Auditel allarga il campo. La sua tecnologia si prepara a riconoscere gli spot nelle sale cinematografiche, a seguire le campagne pubblicitarie sugli schermi esterni e a misurare la radio ascoltata...",
  "key_points": [
    "Auditel expanding TV infrastructure to cinemas, billboards, on-demand radio",
    "Focus on detecting Cusv advertising in movie theaters for cinema project",
    "Emphasis on transparency and avoiding opacity in multi-screen advertising"
  ],
  "editors_take": "Auditel's expansion into cinemas, billboards, and on-demand radio aims to create a unified system for measuring audiences across platforms, increasing transparency for advertisers and redefining how media consumption is tracked.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}