Mexico leads TV audience during World Cup
In Latin America the largest audience was Televisiva network in Mexico
The traditional methods of opinion polls have faced major challenges in recent years to measure the audience of open TVs. In this sense, the Digital Coefficient is a cheaper and more reliable option to measure the people´s interest and the engagement of the public.
The Digital Coefficient is a mixture of observational and algorithmic methods to analyze data flows which takes digital behaviors into account. This may offer a more efficient response to dematerialization and disintermediation (multi-layers) processes that influence the social environment today. At this moment, logics like "Fibonacci", "Newcomb-Benford" and "Bayesianism" have offered more assertive responses than traditional statistical models for behavioral analysis, as it has been registered in elections.
The highest peak of a broadcast TV channel during the World Cup was the Televisa network (Mexico). This happened during the Mexican national team game on June 27, when it reached 42 points in relation to the entire Latin American audience that was accompanying the event at that moment. On the same day Rede Globo reached 27 points during Brazil’s game. These numbers cannot be compared to the traditional evaluations because they consider only the universe inside the same country. The Digital Coefficient takes into account the digital flow of all the countries in Latin America. The second and third peaks are also Televisiva´s network, all in days with mexican team games.
Next comes the surprising performance of TV Caracol (Colombia) that occupies the third position (tied with Televisa), and also the fifth place (peaks). All peaks on the days of the Colombian national team games. Following the same pattern of behavior, Latina Television had strong peaks in the days with Peru’s games, just as Televisión Pública Argentina had strong growth in the days of its selection matches.
In the "trendline" (general average) the best performance throughout the competition was Rede Globo (Brazil), and TV Caracol on the second place. The trendline is represented by the straight line (Blue for Globo, yellow for Caracol).
The evaluation period started on June 6, and finished on July 16.
See the Digital Engagement Map of the five TV networks with the largest audience in America Latina during the World Cup 2018.