The Sanremo Festival is not just a music event—it’s a powerful economic engine that significantly impacts multiple sectors, including media, advertising, fashion, tourism, and commerce. Its ability to attract millions of viewers and generate discussions across various platforms makes it a strategic asset for brands, investors, and institutional stakeholders.

Record-breaking economic impact

Each year, RAI invests between €17 and €18 million to organize the Festival, covering expenses such as hosts’ fees, guest appearances, logistics, and production. However, advertising revenues far exceed these costs. According to an EY analysis, the 2024 edition generated an overall economic impact of €205 million, with an added value of €77 million. The standout figure was the record-breaking ad revenue: €60.2 million, marking a 20% increase from 2023, when it stood at €50 million. These numbers highlight the growing interest in the Festival among advertisers, who see it not just as a premier music event but also as a powerful marketing tool.

How to access one of the most coveted advertising channels

Securing advertising space during the Sanremo Festival is highly competitive, given the exposure it provides to an audience of over 10 million viewers each night. Advertisers recognize the strategic value of this visibility and compete for various opportunities offered by RAI Pubblicità, including:

  • Prime-time TV commercials, with costs exceeding €1 million for multiple weekly slots. 
  • Sponsorship of side events, such as the Tra Palco e Città project, which allows brands to integrate into Sanremo’s urban landscape, creating direct engagement with the public.
  • Product placement and branded content, seamlessly incorporated into the show for continuous exposure throughout the event.

These opportunities enable brands to position themselves strategically and maximize their impact on viewers.


The digital evolution of Sanremo

Since its inception in 1951, Sanremo has seen exponential growth, not only in TV ratings but also in social media influence. While traditional media once dominated the Festival’s coverage, today, social media has transformed the event into a dynamic, interactive spectacle. In 2024 alone, the Festival generated over 15 million pieces of content across Instagram, Twitter, and TikTok, continuing an upward trend from previous years (12 million in 2023 and 9 million in 2022). This surge reflects a significant shift in how audiences, particularly younger generations, engage with the Festival. Hashtags like #Sanremo2024 and #SanremoOnFire have gone viral, driving conversations ranging from artist performances to key moments of the event.

A fashion showcase

Beyond music, Sanremo has become a prime event for fashion brands. The visibility offered by the Ariston stage makes dressing hosts, artists, and guests a unique opportunity for global exposure. In 2024, the economic impact of brand marketing activities during the Festival was measured at a Media Impact Value (MIV) of €310 million, marking a 133% increase from the previous year. Additionally, over 43% of fashion-related content generated by celebrities was centered around the Festival, producing an impact similar to a major fashion show. These figures reinforce the notion that Sanremo is not just about music—it’s a high-stakes business for the fashion industry.


A growing business

Sanremo exemplifies how culture and business can evolve together, creating shared value. Each year, the Festival redefines marketing strategies, offering brands and regional economies new ways to enhance their market positioning. It is more than just a music festival—it is a commercial powerhouse. Those who seize the visibility opportunities that Sanremo offers can achieve tremendous brand awareness and return on investment. The Festival’s ability to adapt to changing trends, coupled with its continuous evolution, ensures its lasting success and its substantial contribution to both the Italian and international economy. In this landscape, the Sanremo Festival continues to rewrite the rules, solidifying its place as one of the most influential media and commercial events in Italy.