Viewership figures once again show appeal of important live sporting events
Milan, June 3, 2025 – According to data released by Auditel, the Italian TV JIC, and analysed by Nielsen, a global leader in audience measurement, data, and analytics, on average, over 8 million people in Italy tuned in to watch Inter’s defeat in the Champions League final against Paris Saint-Germain (PSG), on Saturday 31st May 2025.
This total audience data includes those who watched the match on linear TV, as well as those watching on digital screens, including PCs, smartphones, and tablets to give a comprehensive view of total viewership across multiple devices.
The match was broadcast on Sky Sport channels and Tv8 and accounted for 41.8% of the average share of TV screen viewing in Italy at that time, confirming once again how sports, especially live, are amongst the most followed events broadcasted.
Despite the scoreline and the impending defeat for Inter, the audience remained strong throughout the match and did not significantly decrease in the second half as the final result became a formality. Indeed, when looking at the minute-by-minute average audience during the middle of the second half, viewership actually increased as it progressed, peaking for a second half high at 10.22pm and a 45.53% of the total audience share, despite Inter still being comfortably behind during this time. Even after PSG scored their third and fourth goals, the audience remained high without a significant drop off, once again highlighting the strength of live sport on TV viewership.
However, despite the match capturing such a large share of the Italian audience, the actual TV screen audience for the 2025 final was down by over 2 million compared to 2023 (broadcast on Canale 5 and Sky Sport Uno), which was the last time an Italian team (also Inter) was in the final of the competition. The timing of the final this year, which took place over the national holiday long weekend, was a contributing factor to the lower audience, with some Italians experiencing access limitations to view whilst away, alongside existing commitments. Additionally, the long weekend itself meant more people gathering to watch in pubs and bars or in their second homes which therefore likely impacted those who viewed the match on their TV screens at home.
Luca Bordin, Country Leader, Nielsen in Italy, said: “The viewing figures from the Champions League final unequivocally demonstrate that live sport remains among the champions of television viewership. In an increasingly on-demand world, it’s the thrill of the live game, the shared anticipation, and the unscripted drama, even in defeat, that continues to draw massive audiences. Huge sporting occasions such as the Champions League final prove the enduring and vital role live sport plays in our viewing habits.
“For brands and advertisers, this presents an unparalleled opportunity to connect with highly engaged audiences in real-time, leveraging the emotional intensity of live sport to drive significant impact and recall, across traditional linear TV screens through to digital platforms and connected TV.”
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Press contact
Roberta De Martino, Senior Manager Communications, EMEA
roberta.demartino@nielsen.com
