The study also found that 3 out of every 5 internet users who were impacted by CTV ads made a purchase
IAB Brasil, in partnership with Offerwise, announced the launch of the survey TV Conectada Brasil 2023: Consumption habits and an overview of advertising, which presents data and insights on internet access via television, preferred formats and the relationship between internet users with advertising on Connected TV (CTV).
According to TIC Domiclios, after two years of stability, the proportion of internet users in Brazil grew, reaching the mark of 156 million this year, which represents a reach of 84% of the Brazilian population.
In this sense, the IAB Brasil study showed that 58% of respondents accessed the internet via TV in 2023, this being the only device that has shown a consistent increase over the years.
The growth reflects the change in consumption habits, with users increasingly giving more preference to television content and, according to the survey, 78% of internet users with internet access on TV consume content on television daily or almost every day.
Regarding time dedicated, 24% said they spend one to two hours a day watching TV, while 31% spend between two and four hours a day on the activity.
Furthermore, the analysis also showed that 83% of internet users carry out other activities while watching TV and, of these, 69% access other devices (smartphones, tablets, notebooks, etc.) simultaneously.
The TV Conectada Brasil 2023 survey also points out that CTV is a space of opportunities for advertisers, given that 69% of those interviewed saw advertisements in this medium recently and 60% of them stated that they “like” or “don’t mind” the advertising. The positive impact was reflected in conversion, as 3 out of every 5 internet users who were impacted by CTV advertisements subsequently purchased the product or service.
