The Sanremo Festival is a popular cultural event in Italy that stands out for its ability to engage audiences across various media, including television, radio, and social platforms. This festival is particularly known for its utilization of the 'second screen effect', where viewers engage with the content not just through the primary medium but also through additional devices, primarily smartphones. This phenomenon has become increasingly prominent as it enhances the overall viewing experience, allowing audiences to interact, share, and comment on the performances in real-time while watching the event live on TV.

During the festival's inaugural night, hosted by Carlo Conti and Laura Pausini, there was a significant demonstration of this second screen effect. Audiences remained glued to their screens while simultaneously engaging with their smartphones to post comments, share memorable moments, and interact with others about what was happening on stage at the Ariston Theatre. Monitoring the peaks of digital conversation during this event revealed specific timeframes where audience engagement intensified, particularly between 21:15 and 21:25, capturing the digital attention of users as they reacted to key moments.

This integration of traditional media with digital platforms has broader implications for how live events are consumed and engaged with in today's digital age. It reflects a shift in audience behavior, where engagement is not only about passive viewership but also about interactive participation. The Sanremo Festival’s ability to leverage this effect demonstrates its relevance in contemporary media consumption trends, providing a template for future events to similarly engage their audiences across multiple channels.