Carolina Ibarguen Cartagena
Kantar IBOPE Media made between April and June a special online wave of the Target Group Index (TGI) study in seven Latin American countries. The Special Pandemic TGI provides a detailed description of consumers´opinions and attitudes during the pandemic.
“TV consumption increased significantly at the beginning of the quarantine because everyone wanted to be informed and in time, consumption has leveled; digital media consumption has also risen since it generates entertainment, it brings people closer to their loved ones, and makes life easier,” explains Carolina Ibargüen, Managing Director of Kantar IBOPE Media in Colombia.
She adds that the pandemic has generated greater digital media consumption, such as in online TV, VOD, radio broadcasts, social networks, and podcasts.
“The Special Pandemic TGI reveals that 72% of people have been able to adopt technology better in their lives,” she explains.
According to the survey, 66% of those interviewed said that they watched more online videos (free), 71.1% watched more videos and online TV (paid) and 75.8% said that the crisis encouraged them to use video call platforms, which indicates that part of our behavior is increasingly digital.
Traditional TV consumption increased significantly. 46.2% assured that they increased cable television consumption and 39.2% open TV consumption.
The Special Pandemic TGI was conducted online, with 3,000 ages 16-75 surveyed in Colombia, between April 20 and May 7, 2020.
#PRODUprimetime con Francisco Carvajal de Kantar Ibope Media
Con Ariel Hajmi, director general Kantar Ibope Media Argentina y Uruguay
Trayectoria: Ariel Hajmi, gerente general de Kantar Ibope Media en Argentina y Uruguay
Con Ariel Hajmi, director Comercial Cono Sur de Kantar Ibope Media
