According to the data presented by the survey, Brazilian smart TV users spend 91% of their time watching football
Samsung, through its advertising arm Samsung Ads, presented the results of a survey that outlines the consumption scenario for sports content on the brand’s Connected TVs.
The analysis took into account the active and connected base of more than 18 million smart TVs in Brazil and showed that the population dedicates 91% of its time to sports content involving football, mainly during live broadcasts, debates and major championships. Next comes baseball, hockey, American football and Formula 1.
In addition to traditional sports, the study also considered gamers and, when it comes to games, sports are also one of the favorites, behind only action and adventure and shooter themes (shooting games).
Engagement and reach
The survey also highlighted sports as an important catalyst for brands to connect with their audiences. Through CTV, companies can use campaigns to reach the audience that spends 10% of their time consuming linear content, both broadcast and paid.
Another piece of data presented by the company is that more than 7 million activated and connected smart TVs are consuming this type of content and all are enabled to receive advertising.
Samsung also highlighted that sports motivate both male and female audiences, who have a greater preference for CTVs and spend 51% of their time consuming sports content.
Despite this, the sports preferences of these groups differ somewhat. In the case of women, basketball tops the list, followed by athletics, tennis, gymnastics and volleyball. Men differ only in the last item in the Top 5, opting for baseball.
In Brazil, the study showed that football is the absolute leader in audience ratings, followed by motor racing and American football, with the exception of the northern region, where the American sport is replaced by MMA.
In terms of consumption, the Southeast region recorded the highest consumption of sports on CTVs, with 23 million hours per month dedicated to this content. Next comes the Northeast with 7 million hours/month, the South with 5 million, the Midwest with 3 million and, finally, the North with 2 million.
