Tunad study used a methodology that included channel signal capture and automatic classification of commercials
Tunad presented its latest study on advertising investments in open and closed TV for April this year. According to the data, the main protagonists of this time are streaming platforms and digital services.
The analysis used a methodology that included channel signal capture and automatic classification of commercials through audio-matching to provide a detailed study of brands’ investment behavior and advertising impact.
In the survey, Globoplay leads the ranking with an investment of more than R$32 million, followed by SKY and Max, with more than R$23 million and R$21 million, respectively. The Ministry of Education also appeared on the list, with more than R$20 million invested.
Regarding the categories, Tunad pointed out that “sites/applications” led investments with an amount totaling more than R$112 million. The “medicines” sector appears in second place, with an investment of more than R$72 million, while “beauty/aesthetics” had more than R$51 million.
The study also analyzed uplift, which refers to the increase in the performance of advertising campaigns, measured by indicators such as Google searches. In this case, MAX was the one that achieved the top performance, with an uplift of more than one million, followed by Globoplay with more than 600 thousand.
