Publitalia '80

Seven.One Media Chief Outlines Sales Strategy, Rejects TKP Hardcut

Nicola Lussana, appointed in October 2025 to lead Seven.One Media (the sales arm of ProSiebenSat.1), detailed his strategic priorities in an interview with Horizont published on 2026-06-18. He said he found a strong team on arrival and plans to deepen direct engagement with advertisers—spending significant time with clients and increasing presence across levels—while keeping agencies central. Lussana signalled an evolutionary, not abrupt, move toward CPM (TKP) pricing, favouring coexistence of TKP and spot-by-spot models rather than a fixed hardcut. He described Joyn as one distribution channel among others and emphasised a strategic difference to RTL+’s subscription-focused approach. Lussana also wants to target more small and medium advertisers currently allocating budgets to platform ecosystems.

MFE Ad Growth in Italy and Spain Signals Promise

European TV ad revenues show early signs of recovery in 2024, led by MFE-MediaForEurope. In Q1 2024, MFE reported a 6% year-on-year rise in ad revenues, with Italy up 5% and Spain up 8%, signaling a healthier start after a challenging previous year. Mediaset (Italy) contributed to the uplift, as Mediaset Italia posted full-year 2023 ad revenue growth of 2.1%, while Mediaset España faced a 2023 full-year decline of 2.2% after a weaker first half. The wider Spanish market was down 2.4% in 2023. Across sectors, spend rose versus pre-pandemic levels in areas including retail, home care, and media. MFE attributes its success to a two-pronged strategy: a strong content proposition and a cross-media offering (seven media formats) that leads clients to buy multiple formats. Early April indicators suggest continued growth in both Italy and Spain through 2024.

MFE Signals Recovery in European TV Ad Market

MediaForEurope (MFE) reported a 2.1% year-over-year revenue decline for the first nine months of 2023, with advertising revenues down 1.1%. Operating costs fell 2.1% due to synergies from the Mediaset España merger. Spain’s TV revenues fell 2.3% YoY, while Italy’s TV revenues declined 0.8%; Publitalia CEO Stefano Sala noted Italian ad revenues grew 8% YoY in October. In Germany, MFE’s 28.9% stake in ProSiebenSat.1 contributed to margin pressure amid inflation. Group profits stood at €71 million for the period, down 9.6% YoY. Despite softer early results, MFE expects increased ad revenue momentum in Q4, with Italy and Spain outperforming other major markets and noting last year’s World Cup rights impact. Overall, MFE outperformed RTL and ITV on ad-revenue declines during the nine months.