Premium Calcio number one in Italy

Mediaset’s Premium Calcio is Italy’s most watched pay TV channel, according to ratings agency Auditel.

In the first five months of 2011, Premium Calcio averaged 62,000 viewers over a 24-hour period, giving it a 0.6% market share. Viewer numbers were up 18% compared to the corresponding period in 2010. Mediaset said the growth was down to an increase in the number of Mediaset Premium pay TV subscribers.

Premium Calcio broadcasts live Serie A football matches and during Sunday’s live game viewers averaged 923,000, giving the channel a 3.3% share.