Mexico. Within the framework of Children's Day, the Federal Institute of Telecommunications, IFT, presents the Report on children's television consumption, which compares the habits of this sector of the population during the first year of the COVID-19 pandemic (March 2020 to February 2021) and the previous year (March 2019 to February 2020).
This report indicates that, during the first year of the pandemic, the average number of children with the television on was 15.98%, while in the previous year it was 14.62 percent. In addition, the time spent in front of the TV from March 2020 to February 2021 was 4 hours and 44 minutes a day, 27 minutes more than in the previous year, when the value was 4 hours and 17 minutes.
The report identified that the month with the highest child consumption was April 2020, with an average ignition of 17.43 percent. Likewise, it was found that the moment of greatest audience with the presence of children was at night, between 9:00 p.m. and 9:30 p.m., when almost 3 out of 10 had the television on.
It was detected that, both in the pre-pandemic and pandemic periods, open television signals are the main consumption option for children, these represent more than 40% of their television consumption, while in restricted television signals it is just over 29 percent.
On the other hand, other signals and devices connected to television, among which are video games and digital platforms, are the third consumption option of children, contributing 28% of their exposure to the television, almost 10% more than the rates registered during the pre-pandemic.
In addition, the programmatic genres to which they are mostly exposed are mentioned, where the case of telenovelas stands out, whose transmissions were seen on average by 219 thousand girls and boys, that is, 66% more than in the previous year, when 131 thousand 750 girls and boys were registered watching said content.
Finally, an approach is made to the audience generated during the transmissions of the program Learn at Home, where children from 4 to 12 years of age represent 38% of consumption, followed by the age segment of 30 to 44 years, which contributed almost a quarter of consumption, which gives indications that these contents are seen by children in the company of adults.
The source of information presented in the Report corresponds to the databases of Television audiences licensed by the company Nielsen IBOPE Mexico. This information represents the population aged 4 to 12 years in 28 cities of the country.
