Television is one of the most important means of communication, a source of entertainment and information that allows live visibility of the main events that occur both in the country and in the world. Along these lines, Kantar IBOPE Media, through its Target Group Index (TGI) study, recorded the TV consumption habits of Peruvians and the most viewed program genres in the last year.
“Technology and video transmission services, such as streaming, have changed the way we consume television. However, this medium will always be a fundamental element to keep citizens informed; In addition, it continues to be a space in which many brands invest heavily in advertising to promote their products.”, affirmed Francisco Carvajal, CEO of the Pacific cluster of Kantar IBOPE Media.
According to the study, until October of this year, more than 7 million Peruvians watched television on a daily basis. Likewise, 55% of people did so through a Smart TV, 40% on a conventional television and 22% on a cell phone. In addition to this, the TGI reveals that 41% of those surveyed consider that online TV transmission services have changed the way of watching television and 50% trust this medium to stay informed.
On the other hand, regarding advertising investment, the report indicates that until September 2022, more than 520 brands advertised only on TV, among which the categories of hygiene, supermarkets, medicines and products related to facial care stand out. Along these lines, television accounted for 72% of all advertising, followed by panels (11%), internet (6%), newspapers (4%) and radio (4%).
What do Peruvians prefer to see on TV?
According to the Kantar IBOPE Media study, the behavior towards television programming is varied in the country. Currently, among the contents preferred by Peruvians are: contest programs, magazines, movies, comedies, miniseries, musicals, news, sports, among others.
In addition, people spend an average of 3 hours watching TV from Monday to Sunday during the prime block (7:00 pm – 12:00 am), which is considered the king of national lighting.
World Cups and television broadcasts
Soccer continues to be the most popular sport in the country and attracts a large number of fans. Therefore, at this stage of the World Cup Qatar 2022television viewing, as well as advertising investment during television broadcasts will be boosted throughout the competition.
It should be noted that, in 2018, more than 10.3 million people watched the World Cup in Russia. Likewise, 27 brands were present with more than 8,000 advertisements. Among the categories of brands that invested the most, the mobile phone service, beers and soft drinks stood out.