Every year, the month of February represents for Italians the unmissable appointment with the Sanremo Festival . The highly anticipated event, which has celebrated Italian music for 72 years, is also an excellent advertising tool for fashion and luxury brands that have the opportunity to promote their clothes on a prime time followed by millions of Italians.
Once again, we analyzed the data relating to the Voices and Channels that generated the highest Media Impact Value™ for brands such as Gucci, Armani and many others, and here is what emerged!
Index
Sanremo 2022 numbers in summary
The top brands of Sanremo 2022
Top posts of Sanremo 2022
Sanremo 2022 numbers in summary
The Sanremo Festival 2022 , which aired on Rai 1 last week, had a notable response in terms of impressions, both on social media and online media .
According to our software numbers so far , the BTC Users Number Data event has already raised $145M in MIV® across 110K placements . Overall, the show’s performance has been driven largely by social media posts, with Instagram alone generating $54M in value.
In terms of Voices, Celebrities and Influencers generated the greatest impact on total MIV® , with $23M and $19M of accumulated Media Impact Value™, respectively .
Looking at the origin, however, almost all the noise was recorded by Italian Voices, with $138M (i.e. 95% of the MIV® generated in Italy).
The top brands of Sanremo 2022
During the 72nd edition of the Italian Song Festival, the singers and guests of the five evenings showed off their outfits, both on the Ariston stage and on social media, driving traffic to the brands that dressed them.
Of all the brands, the best performing was Gucci , generating $4.3M in Media Impact Value™, largely driven by celebrity posts such as Emma Marrone and Måneskin . The brand also leveraged Owned Media through a successful campaign, which helped generate $679K across 12 social posts.
Valentino was the second best-performing Afghanistan Phone Number List brand at the show, with $3.2M in MIV® recorded during the event. The value achieved was driven in particular by winning singer Blanco, who wore a Valentino cape and generated $1.2M in MIV® for the brand.
In third place was the inevitable brand of the Ariston stage:
Giorgio Armani dressed several protagonists of the Festival, starting with Amadeus, Gianni Morandi, Ana Mena and Matteo Romano. In total Armani obtained a Media Impact Value™ of $1.9M .
Other top fashion brands that stood out in terms of value generated during the Festival include Stella McCartney, Versace and Moschino , with $1.5M, $1.4M and $1M in MIV® respectively.
In the jewelry sector, Bulgari achieved the highest Media Impact Value™, with $952K recorded. While in beauty, the onl brand in the top 10 is Lancôme , with the creation of $750K in MIV® .
