When talking about the drop in audience on television, an almost automatic thought would be if TV itself is coming to an end in Brazil, taking into account the various streaming services that have been increasingly common in the lives of consumers of audiovisual services .
Kantar Ibope, responsible for bringing together research companies, data and insights from the world as a whole, guarantees that this “end” is far away. While the loss of audience is a true fact, Brazilians have never watched so much television. A bit contradictory, no? Maybe not so much.
The engagement of soap operas, in turn, is much higher than journalistic engagement, for example, which ends up making sense if we relate this to the continuous growth of streaming.
Linear TV covers everything that is not seen on demand. That is, the television program, for example, is seen at the time it is broadcast on its original channel. Despite the drop, Linear TV in Brazil remains “alive”, but according to Kantar Ibope data, seven out of ten Brazilians are connected to channels that are linear.
Kantar Ibope also admitted to observing the behavior of Brazilians who live in the countryside through a survey, considering that measuring equipment in inland cities is not available. The research results end up being useful for affiliates of both agencies and advertising broadcasters that are outside the metropolitan area that has already been inspected and mentioned in this data collection.
Last but not least, publicizing the audience in scoring mode and not in the inhabitants themselves is a national convention. The audience points in the markets represent a specific number of households and a specific number of individuals. This point, in turn, is relative to the year.
So, did you already know all this?
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