During the pandemic, media consumption changed drastically, however, thanks to the great diversity of options when choosing what to watch on different platforms, preferences have changed.
Nielsen recognizes this reality by identifying that, although the use of TV has increased significantly in the country in recent months, with an average of 4 hours and 48 minutes a day, the current trend of consumption is growing around the new streaming platforms.
This is demonstrated by Nielsen’s analysis of Share by type of signal, which covers the months of January to June 2021 and shows how 45% of consumers in the Dominican Republic consume national open TV channels, 9% regional channels, while 46% prefer streaming and pay TV platforms. Therefore, they perceive a higher consumption of other platforms compared to previous years, when it represented only 41% (2020).
The digital revolution of recent years has brought with it a complex scenario, in which advances in the development of new alternatives for content consumption have resulted in new challenges, especially for companies that measure the available platforms and for marketing and advertising professionals. This is because companies in this sector need to understand the fragmentation of audiences to reach an audience that is divided between the various screens available.
The preference for digital platforms that audiences have is known by marketing and advertising specialists in the country, as the Nielsen report reveals that investment in traditional media had a decrease in placement of -9.5% and in investment of -14%, which translates into a loss of approximately RD$165,787,257, between the months of January-June 2021.
Within this scenario, investment in traditional media has experienced the largest drop in the last five years, a phenomenon that has affected all of Latin America, where investment is increasingly directed to the digital environment. A phenomenon that is also experienced in the Dominican Republic, where advertising in traditional media, such as television and radio, decreased 100 million dollars between 2016 and 2020, while, in digital media, between 2017 and 2020, it increased just over 100 million dollars.
Such figures point out that this reality has not only generated a change in the way resources are applied, but has also created a new mindset in the way companies view digital media.
Nielsen understands that the change in audience behavior is already here, for this reason, they work to understand the fragmentation and granularity of the traditional and digital audience, the impact of advertising and how the numbers become stories through precise measurement, with diligence and accuracy.
For this reason, Nielsen recommends that the industry break paradigms and become part of the evolution by knowing how audience fragmentation works, so that they can wisely focus their efforts and resources on promotion, which gives them the assurance of obtaining a positive return on investment.