Ricardo Feltrin – After the consumption “boom” of the pandemic, open and pay TV “faded” in ibope

After two years of high consumption and population confinement due to the Covid-19 pandemic, outdoor TV has already lost its breath and is back to pre-pandemic levels.

In just one year, the total number of connected TVs has already dropped 11%.

In March 2021, this number was 38% on the country’s 24-hour average. Last month, that index dropped to 34%.

With the end of restrictions and the reopening of commerce and bars, there was a sudden “collapse” in viewers of all open TV and pay channels without exception.

All the TVs are down

Globo, always on the 24-hour national average, dropped from 13.3 points in March 2021 to 11.6 in March 2022 (a decrease of about 12%).

Vice-leader RecordTV also fell: from 4.40 to 4.0 (-9%). SBT suffered a larger loss: 3.7 to 3.2 (16-16%).

Fourth in the country, Band had the lowest loss: just 1%.

RedeTV, on the other hand, went downhill with a 30% Ibope loss. The rating, which was already weak last year, has now dropped to 0.3 points from the halfway point.

Pay TV continues to lose consumption. Payment channels lost about 24% of Ibope in one year (from 4.4 to 3.3 points)

In this measurement, each audience score corresponds to approximately 260 thousand households.

All of the above data was measured by Kantar Media, but obtained by a third party for the column.

Kantar cannot give them to the press on a contractual basis.

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