According to Cenp-Meios, open TV has fallen in the last three years, reaching a 45.4% share in 2021; and the internet is experiencing the opposite moment, with an increase, increasing its share to 33.5%
Published last week, the ranking of media investments by Cenp-Meios showed what many already imagined: the internet gained ground in 2021, moving BRL 6.6 billion while open TV had BRL 8.9 billion in investments of agencies last year.
Considering that, from then until last year, there was a pandemic, open TV recorded three consecutive drops in market share: 52.8%, 51.9% and 45.4% share, respectively, in 2019, 2020 and 2021. On the other hand, the internet had three consecutive growths — 21.2% (2019), 26.7% (2020) and 33.5% (2021).
Herbert Gomes, head of media at Talent Marcel, says that the numbers show that the technology is increasingly reaching Brazilian homes, but it is also associated with the fact that the broadcasters themselves start to offer their services in streaming.
“I believe that there is indeed a loss of investment [em TV]what we cannot forget is this great turnaround that broadcasters are making and providing their own streaming”, he says. “Open TV loses, but are the players losing?”, he asks.
As an example, the executive mentioned Globo, which has packages with 360 deliveries and projects that permeate open TV. “The audience must be summed up by the market (Open TV, Digital, Streaming and PPV), because the behavioral habit has changed and the players are delivering in this complete way at the same time the sum of revenue of each player must be done”, he says.
Adeildo Souza, media director at Leo Burnett Tailor Made, says the answer to the increase in investments in the internet lies in efficiency. “I believe it was a reflection of the pandemic, where digital proved to be more efficient from the point of view of reaching consumers, in addition to having been more connected with the conversion scenario”, he emphasizes.
Souza goes even further and says that the current moment, in relation to media investments, is one of oscillation and that everything depends on the consumer’s journey. “I see that, from now on, we will have TV leading and growing, and digital leading and growing.
Cenp-Meios also showed that agencies invested BRL 19.7 billion in media in 2021, an increase of 12.5% compared to 2019, when there was still no pandemic and the sector reached BRL 17.5 billion in revenue. .
In 2020, in the midst of the health crisis caused by Covid-19, investments stood at R$ 14.2 billion, with data from 217 branches – from 2020 to 2021, the increase was 38.7%.
natural movement
Eric Messa, coordinator of the advertising course at Centro Universitário FAAP, reveals a natural movement towards convergence not only of media, but also of content. “With this, the new generations consume audiovisual content in a way that is detached from their environment”, he highlights.
However, despite this ‘natural movement’, the professor says he is skeptical about a turning point in investments. This is because, according to him, open TV will continue to be very relevant to the public for a while.
“Open TV is increasingly being seen as a complementary medium in relation to the internet”, he says. “What is happening is that people are watching open TV within streaming channels,” she adds.
Roberto Sá Filho, professor of the communication and advertising course at ESPM Rio, says that, with lower media costs, digital is able to reach a specific audience, different from TV. However, he warns of the need to rethink remuneration.
“This dispersion of the media creates a greater need for manpower, reducing profitability. If you do a mass campaign, you talk to millions, and when you go digital, you end up needing more people to reach your audience.”
More than 40 years connected
A new survey carried out by cybersecurity company NordVPN showed that Brazilians spend 41 years, 3 months and 13 days of their lives online. If compared with the average life expectancy in Brazil – 75.9 years – this time represents more than half of life.
The study also showed that, during a typical week, Brazilians spend more than 91 hours using the internet, which amounts to almost four days. That translates to 197 days a year, or more than 41 years in a lifetime.
Of those 91 hours per week, just over 19 hours are spent working, while the remaining 72 hours are spent on various online activities. The average time Brazilians start surfing the internet every day is at 8:33 am and they only disconnect around 10:13 pm.
Of the total 91 hours per week, most of the time – 13 hours and 3 minutes – is used to stream TV shows and movies on platforms like Netflix. Only one hour less – 12 hours and 18 minutes – is spent watching videos, for example, on YouTube.
The other 11 hours and 19 minutes per week are spent browsing through social media channels such as Facebook, WhatsApp and Instagram, while 6 hours and 13 minutes are spent listening to music on Spotify, Deezer, Amazon music, etc.
