Mediaset H1 ad sales down 12-13 pct-vice-chairman

MILAN, July 2 (Reuters) - Advertising revenues fell 12-13 percent in the first half for Italy's biggest private broadcaster Mediaset (MS.MI), Vice-Chairman Piersilvio Berlusconi said in remarks on Wednesday embargoed for Thursday.

"The first half ended between 12 and 13 percent down, so in line or slightly better than the first quarter," Berlsuconi, son of Prime Minister Silvio Berlusconi, said at a presentation of the group's upcoming programmes.

In the first quarter, the company's Italian advertising revenues were down 13 percent.

The vice-chairman added there was still "scant visibility" in the advertising market.

Mediaset, owned by the Berlusconi family, relies heavily on advertising revenue for income. Its pay-per-view customer base is still relatively small and largely using cards to pay for single events rather than a subscription.

Mediaset and state broadcaster Rai dominate Italy's free-to-air television with three main channels each which broadcast a slew of game shows, chat programmes and serials.

Mediaset's gross Italian television advertising revenues in the first quarter were 645.7 million euros ($911.1 million) while pay TV revenues were 72.2 million euros. Total revenues for the group in the first quarter were 967.2 million euros.

(Reporting by Claudia Cristoferi, writing by Jo Winterbottom)

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