Tv Sorrisi e Canzoni, Italy’s leading brand in music, cinema and television, has once again confirmed its position as the entertainment benchmark, thanks to its media partnership with the 2022 Eurovision Song Contest.
Through its special presence at the world’s most important live music event, Sorrisi created an exclusive program of content and initiatives to enable an ever-growing audience of 6 million readers and users (source: Nielsen Media Impact Data Fusion, November 2021) to enjoy the competition moment by moment.
The brand proved particularly successful on social media with a non-stop schedule for the entire week of the song contest. On Instagram Tv Sorrisi e Canzoni generated more than 200 posts and stories, videos and 50 exclusive interviews with the artistes from the competing countries, to reach a total of 1.6 million users and 3.7 million impressions.
The only editorial brand with accreditation inside the Venaria Park, the venue for the opening of the 66th song contest, Tv Sorrisi e Canzoni followed the entire show on the front line from Turin.
In direct contact with artists and guests, live broadcasts every day on the Sorrisi.com website, with the latest news, listening figures, backstage and detailed video reports on each evening’s events. The magazine devoted space to preview interviews with the organisers and delegations and to the programs for each evening in the two special issues published in the weeks preceding and during the song contest, with covers featuring the presenters Laura Pausini, Alessandro Cattelan and Mika as well as Mahmood and Blanco, with an overall printrun for Italy’s most widely read and sold weekly magazine of approximately 1 million copies.
The Eurovision Song Contest also provided a special stage for the new TV Sorrisi e Canzoni Telegatto, the Italian entertainment industry’s most prestigious award which, this year, for the magazine’s 70th anniversary, has been turned into a “green” artwork by Cracking Art.
During the press conference on the eve of the official launch of the competition, Tv Sorrisi e Canzoni editor Aldo Vitali made a surprise presentation of the award to the three presenters. The new Telegatto was also awarded to Mahmood and Blanco, Italy’s entrants in the Eurovision Song Contest, to mark their outstanding achievement in music, from their victory at the Sanremo Festival to the great success of their latest albums.
“We are extremely proud of the results Tv Sorrisi e Canzoni achieves on a daily basis,” said Mondadori Media entertainment brand manager Pamela Carati. “This success has been even more remarkable this year – as the magazine celebrates its 70th anniversary – and confirms the brand as an outstanding entertainment benchmark, with a leading role in all the top events: the Sanremo Festival, the 2022 Eurovision Song Contest, the 79th edition of the Venice Film Festival, an extraordinary season of events and special projects for a magazine that for 70 years has been bringing the best in music, cinema and entertainment into Italian homes while always looking to the future and keeping ahead of the times.”