A survey by Kantar Ibope Media also showed that 68% of advertising investment last year was made in video.
Video content reached 99.6% of the Brazilian population in 2022, according to cross-media measurement by Kantar Ibope Media. Among all the devices analyzed, such as connected or not connected TV sets, smartphones, tablets and computers, 78.7% of home consumption time was dedicated to linear television (open and pay TV) and 21.3% to online platforms.
TVs and connected TVs are the public’s favorite, according to the Kantar survey, representing 90.4% of the total time consumed. Smartphones already have 7.6%, desktops 1.6% and tablets 0.3%.
The high levels of consumption in Brazil make video a crucial format for the advertising market. In 2022, 68% of all advertising investment was made in video, one percentage point higher than the previous year. This number rises to 71% when considering the Top 10 most valuable brands and to 74% the Top 10 most chosen consumer goods brands.
The national average consumption time is 5h17min per day watching linear TV. The value is above the national average in the metropolitan regions of Rio de Janeiro (6h04min), So Paulo (5h39min) and Manaus (5h29min).
When looking at the average time a person watches TV before switching channels, in turn, it is possible to see a consistent increase year after year from 36 minutes in 2018 to 43 minutes in 2022. This is combined with a drop in the number of times where an individual changes channels, indicating less zapping by the consumer.
Kantar IBOPE Media’s audience measurement follows these changes and today we already have cross media measurement, which analyzes and reports video consumption data on multiple platforms and screens, comments Adriana Favaro, director of Business Development at Kantar Ibope Media.
(Credit: Glenn Carstens-Peters at Unsplash)
