Locally titled 99 da battere, the show, produced by Endemol Shine Italy, premiered last Monday on pubcaster channel RAI2, capturing a strong 6.65% market share and 1,055,000 viewers (4+). It's the third-best seasonal debut for a RAI2 entertainment program in the 2024-2025 TV season. The program performed particularly well among younger audiences, achieving an impressive 11.1% share in the 4-7 age group and a 10.2% share in the 15-24 demographic.
Hosted by the beloved Max Giusti, 99 da battere brings together 100 contestants from across Italy for six episodes of fun, suspense, and high-stakes competition. The series, produced by Endemol Shine Italy, promises to keep viewers on the edge of their seats as contestants compete to avoid finishing last in a series of 99 thrilling games—all in pursuit of the ultimate jackpot.
The format, originally created by VRT and De Chinezen in 2018, has been a global hit, with successful adaptations in 10 countries, including multiple seasons in Germany (Sat.1), the Netherlands (SBS), and Norway (WBD). Upcoming adaptations are also set to launch in 2025 in the UK (ITV) and France (M6). Primitives has partnered up with Banijay Entertainment in four markets, including Italy and the UK.
Orsetta Violante Balsamo, Head of Format Department and International at Endemol Shine Italy, said: "We’re very happy with the ratings and thrilled to have launched the first Latino version of 99 To Beat! The response from Italian viewers has been extremely positive, with great sentiment on social media as well. The show stands out for its unique blend of comedy, compelling storytelling, and unforgettable characters. Collaborating with Primitives and Jo Dehennin, one of the format’s original creators, has been an extraordinary privilege for our team!"
Simone de Pruyssenaere, Director of Sales & Acquisitions at Primitives, said: "It’s no surprise that the format resonates so well with the Italian audience. With its mix of fun, suspense, and inclusivity, 99 To Beat has a universal appeal that brings people together. We’re thrilled to see its success in Italy and beyond."
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