DistantNews
Support us
Dominican TV audience shows unexpected growth
🇩🇴 Dominican Republic /Culture & Society

Dominican TV audience shows unexpected growth

From Diario Libre · () Spanish

Translated from Spanish, summarized and contextualized by DistantNews.

At a glance

News Named sources New plan
  • Dominican television's relevance is growing, defying expectations of decline due to digital platforms.
  • A new audience measurement system has expanded its sample size to over 13,000 households nationwide for more accurate data.
  • The new system emphasizes measuring actual audience numbers over traditional ratings, providing valuable insights for advertisers and content creators.

Contrary to the widespread belief that open television has lost its footing against digital platforms, recent data from the Dominican market reveals a different story. The medium continues to hold a significant place in the viewing habits of millions, showing stronger performance in certain segments than previously imagined. This resurgence is a key finding from a new audience measurement initiative led by Johnny Matos, a market research and marketing professional.

The industry needed constant measurement that reflected the reality of television consumption and its content. Today, it's not just about the television set as a device, but about the content circulating across multiple platforms.

— Johnny MatosExplaining the need for a new, more comprehensive audience measurement system.

This project represents a major advancement for the industry, expanding the measurement sample from a mere 400 households to over 13,000 across the nation. Matos explained that this methodological leap moves beyond the limited scope of traditional studies, offering a far more precise representation of viewer behavior. "The industry needed constant measurement that reflected the reality of television consumption and its content. Today, it's not just about the television set as a device, but about the content circulating across multiple platforms," he stated.

The benefits extend beyond television channels, providing valuable information for advertisers, advertising agencies, content producers, and businesses. Matos highlighted that 78% of television viewing time is dedicated to local channels, indicating that Dominicans continue to favor local news and entertainment. This detailed data allows for a more nuanced understanding of the market.

78% of television viewing time corresponds to local channels. Dominicans continue to prioritize information and entertainment.

— Johnny MatosHighlighting the strong preference for local content among Dominican viewers.

A significant shift proposed by the new system is the reevaluation of how program performance is analyzed. Matos advocates for moving away from an exclusive focus on ratings, which he describes as a statistical percentage, towards measuring actual audience numbers. "We must get used to talking about audience. It's a language much closer to market reality and allows us to truly understand a program's impact," he affirmed. Understanding who is watching, where, when, and on which platform offers a more comprehensive picture for advertising investment decisions than relying solely on percentages.

We must get used to talking about audience. It's a language much closer to market reality and allows us to truly understand a program's impact.

— Johnny MatosAdvocating for a shift from traditional ratings to actual audience measurement.
DistantNews Editorial

Originally published by Diario Libre in Spanish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

More Stories

From Our Blog