Italy

The Mediaset Group operates in Italy through two fully - owned advertising companies, Publitalia '80 and Digitalia '08.

Publitalia operates on an exclusive basis as the advertising company for the Mediaset network. In 2010, Publitalia had over 1,000 clients, including 274 new clients who generated commission of around EUR 100 million or 4% of the total, and the top 10 clients accounted for approximately 28% of total turnover.
Based on Nielsen media research data regarding the advertising market in Italy, in 2010 Publitalia held a 36.3% share of the market compared with 35.7% in 2009.

Digitalia is an advertising company that specialises in advertising sales for digital pay TV and free to - air digital channels, for sports events and barter operations.

In 2010 the advertising market (relative to the traditional area) registered a 3.4% increase compared with the previous year, although if the contribution from Publitalia were to be excluded the increase would have been 2.5%. The growth of advertising revenues on Mediaset networks amounted to 4.8%.