How the early adoption of Cross-Media Audience Measurement gave the Brazilian market the edge

How the early adoption of Cross-Media Audience Measurement gave the Brazilian market the edge

Brazil is reaping the benefits of measuring viewers on any screen, writes Melissa Vogel

The average daily viewing time of broadcast linear programming in Brazil was 5 hours 17 minutes in 2022, while online viewing now reaches a third of the population everyday.

With such a vibrant and diverse viewing landscape, being able to understand audiences has become an increasingly sophisticated challenge; one that we are proud to meet.

Changing Behaviours

From connected TVs to tablets and smartphones, Brazilian viewers are watching on all screens – with new opportunities unlocked through the increasing adoption of smart TVs which has already reached 59% of the population (according to TGI).

While broadcast linear viewing continues to represent the largest daily share, 21% of viewing is now done through online viewing platforms - a figure that is only increasing. Moreover, on a typical day, a fifth of viewers are watching both linear and VOD content.

And video as whole now accounts for 68% of advertising investments in Brazil - increasing the need for advertisers and media owners to have a complete picture of what is currently happening on all platforms and on all screens.

Understanding the evolution of viewing

Cross-media audience measurement is playing an important role in the creative approach and design of advertising campaigns at the earliest stages, before media planning even kicks in. Early insights into viewing behaviours across platforms are essential for broadcasters to guide their content and business strategies.

Content providers such as Disney+ and Netflix have launched ad-supported tiers opening new audiences to advertisers. This means that both buyers and sellers of advertising inventory need to profile target audiences and understand how their viewing is spread across screens.

Early adopters are already reaping benefits

In the Brazilian market, some media owners distribute their content via carriage deals with native VOD platforms, but others like Globo have built their own VOD platform with GloboPlay.

For Globo, cross-media audience measurement has played a guiding role in driving its transformation, allowing the business to understand how best to balance its linear and VOD offering.

Flagship content like Big Brother Brazil has become an event on all screens, with the emphasis on ensuring relevance to both consumers and advertisers as Suzana Pamplona, Knowledge and Research Director for Globo explains in our latest guide Unlocking Value.

Recently, Netflix signed up as a subscriber to the Kantar IBOPE Media audience measurement data in Brazil. Starting from January 2023, Netflix has access to a cross-platform view of its performance alongside linear and on-demand networks and platforms.

Cross-media audience measurement provides the unified view that fuels the strategies delivering growth and scale to businesses. Audiences are evolving and we are evolving along with them. In Brazil, our Cross-Platform View™ tool is already proving itself highly valuable by placing the different forms of viewing in context and allowing like-for-like comparisons of time spent.

Thanks to its early adoption of Cross-Media Audience Measurement solutions, Brazil has got the edge.

Melissa Vogel is CEO at Kantar IBOPE Media Brazil.

Inside Video our report bringing cross-media data on Brazilian audiences with analysis of multiple formats, players and devices is available to download here.