World Television Day is celebrated every November 21, an event promoted by the United Nations Organization since 1996 and which seeks to promote the responsible use of television as one of the main channels for the dissemination of public information.
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A special survey conducted by Kantar Ibope Media in commemoration of World TV Day shows that Latin Americans consume 5 hours 57 minutes of content on the medium daily. The data takes into account television consumption in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Paraguay, Peru and Uruguay.
Movies and news are the genres most consumed by Latin American audiences, 87% and 83% respectively. Sports programs, soap operas, national or foreign, and series complete the top 5.
“At a time when we are bombarded with information everywhere and at all times, television continues to be our trusted source of information. What appears on the big screen guides all the conversations and news on the other platforms ”, explains Antonio Wanderley, CEO of Kantar Ibope Media for the entire region.
“If before television was restricted to the time when the family was inside the house around the big box in the living room, today television is with the population throughout the day, wherever it is, there will always be someone watching a video,” he says the executive.
Kantar Ibope Media is part of Kantar, specialized in market research, research and analysis. The company offers the most complete and accurate information on media consumption, performance and investment, providing Latin American clients with data for better decision-making. Kantar Ibope Media has approximately 3,000 employees and is the main source of information for the Latin American media.
Paraguay. According to the survey carried out by Ibope, in the country, the average consumption of television is 9 hours and 13 minutes. In this regard, the host and producer of TV, Agustín Genovese mentions: “National television was strengthened in a pandemic and showed how important it continues to be in our lives. The transition in which it has been for several years also paid off, because more and more people are talking about traditional media, since they are the same old media but with a great presence in the digital world ”.
It refers to the sum of recognized and credible figures, local content and information, entertainment, novels, sports and a wide reach that gives it free air broadcast plus paid television distribution, and this gives it a unique character , which shows the importance it still has in society today.
“The closures, and the moments of uncertainty generated by the pandemic more than ever put in evidence the need for credible information that we still have. In a digital environment in which a link to a publication of dubious origin easily attracts attention on any social network, the credibility of a figure, the editorial line of a medium, are still insurmountable and very necessary. And as for advertising too. This year we saw how several commercials went viral and had a lot of impact ”, he highlights.
For Genovese, marketing and advertising experts have to be creative and national content must have an increasingly international quality at the level of streaming platforms.
“Television has to continue to improve. You have to continue betting on excellence in content. You cannot sleep and think that the times of before continue. That television no longer exists, but this new tradigital TV has come to stay, “concludes the communicator.
Antonio Wanderley,
CEO of Kantar Ibope.
