Comscore survey, sponsored by Kivi, brought data on how the Brazilian population views advertising on connected TV
Brazilians are increasingly a fan of connected TV (CTV). At least this is what the latest Comscore survey points out, sponsored by Kivi and entitled CTV Usage in Latin America, which showed that 50% of the online population consumes content on connected TV.
The survey also indicated that 97% of homes that watch CTV programs have a Smart TV. Of these, 61% are made up of 3 or 4 people and 15% are made up of 5 or more viewers.
Another data presented is that 63% of people stated that they watch the content daily, which highlights the potential reach of this entertainment and information channel in groups of family or friends, as well as the influence that advertisements broadcast on CTV can have on them. .
In relation to advertisements broadcast on CTV, the analysis showed that 33% of people search for information online about the advertisement they watched, 36% learn about new products and 22% comment to someone about what was advertised. Furthermore, 15% of those interviewed indicated that they buy a product immediately after seeing the advertisement.
This search for online information after advertising viewing highlights the predisposition of users to discover something new and reveals that this is a new audience, which had not yet been impacted by the brands’ marketing mix. In addition to awareness, advertising on CTV proves to be capable of motivating action, contributing to fulfilling a desire, said Marcelo Cohen, country manager at Kivi in Brazil.
The Comscore study also brought numbers that reflect other behaviors of connected TV viewers, such as the fact that 72% of respondents indicated that they watch a program or film until the end, 70% pay full attention while watching content and 66% marathon several episodes of a series.
Among the most consumed categories on CTV, at least once a month, are films (92%), series (88%), news (66%), sports (65%), music (47%) and local programs /live (45%).
According to the survey, 63% of the Brazilian CTV audience considers that advertising on traditional TV is more dominant and interrupts their experience, when compared to the 30% who have the same opinion, only about connected TV.
The research also showed that non-targeted advertisements arouse little interest in the audience and that viewers would like advertising to be relevant to their interests, since 44% of people interviewed agree that advertisements should be related to their interests, while 37% believe that they should be linked to what they are watching and 34% believe that advertisements should be related to something they bought or researched online.
For the consumer, I need to bring relevant, exclusive and live content. In digital navigation, there is access to more data and therefore the ad can be worked to reflect the category of content being watched, user behavior, geolocation and weather, among other aspects that will make it more relevant and less invasive, he explained. Cohen.
