Why is video a crucial format for the advertising market?
Posted: Tue Jan 21, 2025 3:51 am
Measuring household video consumption in Brazil, a Kantar study indicates promising numbers for online audiovisual advertising
There is an old saying: “out of sight, out of mind.” What does this have to do with Marketing? Everything. According to Inside Video 2023, a study produced by Kantar IBOPE Mídia, which provides figures on home video consumption in Brazil, in 2022, audiovisual productions impacted 99.6% of the population.
The study analyzed all types of screens, from TV sets – connected or not – to smartphones, desktops and tablets. The analysis of the data indicates some significant particularities between the devices used, especially paraguay whatsapp data in relation to the frequency of use: 78.7% of household consumption time was dedicated to linear television (free-to-air and pay TV) and 21.3% to online platforms.
Adding up the variables, the study indicates that the average national consumption time is 5h17min per day watching linear TV. The metropolitan regions of Rio de Janeiro (6h04min), São Paulo (5h39min) and Manaus (5h29min) exceed the national average.
The public's favorites, TVs and connected TVs, account for 90.4% of total time consumed. Next come smartphones, with 7.6%, desktops (1.6%) and tablets (0.3%).
In this context, the advertising relevance of connected TVs gains strength with the possibility of playing videos online. This production category reaches 31.8% of the population every day, and reaches 61.1% on a monthly basis. Additionally, the study suggests that 56% of streaming service users are willing to accept advertising on the platforms, under the condition that the subscription fee is lower.
There is an old saying: “out of sight, out of mind.” What does this have to do with Marketing? Everything. According to Inside Video 2023, a study produced by Kantar IBOPE Mídia, which provides figures on home video consumption in Brazil, in 2022, audiovisual productions impacted 99.6% of the population.
The study analyzed all types of screens, from TV sets – connected or not – to smartphones, desktops and tablets. The analysis of the data indicates some significant particularities between the devices used, especially paraguay whatsapp data in relation to the frequency of use: 78.7% of household consumption time was dedicated to linear television (free-to-air and pay TV) and 21.3% to online platforms.
Adding up the variables, the study indicates that the average national consumption time is 5h17min per day watching linear TV. The metropolitan regions of Rio de Janeiro (6h04min), São Paulo (5h39min) and Manaus (5h29min) exceed the national average.
The public's favorites, TVs and connected TVs, account for 90.4% of total time consumed. Next come smartphones, with 7.6%, desktops (1.6%) and tablets (0.3%).
In this context, the advertising relevance of connected TVs gains strength with the possibility of playing videos online. This production category reaches 31.8% of the population every day, and reaches 61.1% on a monthly basis. Additionally, the study suggests that 56% of streaming service users are willing to accept advertising on the platforms, under the condition that the subscription fee is lower.