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Mediaset ad revenues rebounding

Italian broadcaster Mediaset has posted advertising revenue gains in the first two months of 2010, according to chief executive Giuliano Adreani, who was speaking to Italian newspaper Il Sore 24 Ore.

Adreani noted that ad revenues at Mediaset, which is owned by the family trust of Italian prime minister Silvio Berlusconi, were down 8% through 2009. He added that Mediaset’s various digital-terrestrial TV activities would hit breakeven this year.

Advertising buyer ZenithOptimedia’s statistics suggest that overall Italian TV advertising revenues decreased a fraction over 10% last year. It forecasts a recovery in 2010 with full-year ad revenues increasing 0.6% year-on-year.