Study of relationshio between people and TV advertising

Area: All | 06/19/2020 |


With the participation of Ariel Hajmi, Isabel Penelas, Agustina Servente, Jimena Urquijo and Daniel Mamone, Kantar Ibope Media carried out a global Webinar presenting the Dimensión 2020 study on television as a means of communication and its relationship with the public and advertising.
It was noted that ‘opportunities need to be maximized in the face of a more personalized and diverse media landscape, connecting with the audience to enhance growth through more content, greater competition and greater engagement .

‘TV consumption is growing all over the world’, indicating that, for the public from 35 to 49 years old, from 12 to 6 p.m. the audience has grown 35% in Chile, 34% in Argentina, 24% in Brazil, 21% in Mexico and 18% in Uruguay, compared to 2019 values, and that the increase in consumption after the start of the health crisis has been 25% for linear TV, 99% for BVOD, and 68% for Netflix and 105% for YouTube.

The planned investment in production for 2020 is $ 18.5 billion for Netflix, $ 8.5 billion for Amazon's Prime Video, $ 6 billion for Apple TV + and equally significant values for Hulu, Disney +, HBO Max, Peacock and Quibi, with a total of 44.l500 million dollars.

Regarding the number of subscriptions to streaming services, 44% of households have two, 18% have three and 7% have four. The preferences indicated in the study are 49% for AVOD services, with a free subscription that includes advertising; 36% for payed subscription without advertising, and 15% without preference.

On the other hand, 97% of respondents watch TV on a television; 77% watch movies or TV shows on a television using an Internet connection device; 74% watch movies and TV shows online and 83% watch video content through a website or app.

It is pointed out that 'people expect to continue watching advertising', with only 8% of respondents considering that 'brands should stop communicating' and negative values of purchase variation of between 3 and 39% if companies stopped advertising due to the crisis. Another table indicates that 'strong brands recovered up to nine times faster after the 2008 financial crisis' but also warns that 'excessive frequency and poor targeting can cause rejection or negatively impact the brand' , noting that 54% of respondents "find advertising intrusive when they realize it is the product of their browsing history" on the Internet.

Regarding age, "the younger the consumer, the more relevant advertisements are expected" and "creativity is the main driver of media effectiveness" according to 50% of respondents. Regarding the current Covid-19 pandemic, it is recommended that the coronavirus can be referred to, but should not be exploited; not getting obsessed over the concept of social distancing; you can get to work with the humor resource; It is important to communicate the practical solution to a specific problem, to ensure branding, giving a sense of solidarity and accompaniment, but not to remain in a 100% emotional message without a concrete proposal.

Concerning the 'post-pandemic', in the case of Argentina it is considered that 'growth is fragmented and uncomfortable', quoting a phrase from ß: 'Mass production in the 20th century was to have dozens of markets for millions of people each; the 21st century is for millions of markets of dozens of people each. ’ 45% of households reduced their average consumption in the first month of isolation and ‘the fragmentation of consumers and frequency of purchase is a reality that challenges the physical and mental presence of brands; brands that grow in a context of general contraction will be those that generate visibility and accessibility; the axes to sustain the business in a fragmented Argentina will be “making profitable”, with innovations, niche, small trends; 10% of launches reach 1 penetration point after six months. And, keeping consumers grows faster by attracting more buyers than by developing more frequent buyers. You have to guarantee physical and mental access to avoid losing households, with a focus on the base of the pyramid. ’

Source: Prensario

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