CNN Brasil is a leader in trust among media channels, says Kantar

THE CNN Brazil leads the reliability ranking among the brands that are part of the Media Reactions 2021 survey, carried out by Kantar Ibope Media. Besides being top 1 in confidence in the BIP (Brand Image Profile), the channel, which arrived in Brazil just over two years ago, also stands out in other aspects.

In the first global equity assessment of a selection of media channels and brands conducted with consumers and marketers, CNN Brasil is Top 2 in perceived ad quality. It is also vice-leader in the ranking of relevant aspects related to the brand’s personality, such as competence and efficiency , knowledge, wisdom, integrity and honesty which is also perceived as sophisticated and desirable . CNN Brasil’s personality is clearly defined as competent, wise, honest and assertive.

According to CNN Brasil’s head of Innovation and Strategy, Flávio Ferrari, the Media Reactions 2021 survey provides an overall summary of advertising equity, along with a detailed diagnosis of views on different media environments. “This is a consistent study on the power of media channels and brands. The results demonstrate the important role that premium media environments play in long-term brand building. The study also provides clear, actionable insights into how the medium is part of the message.”

Research proves that trust, relevance, entertainment, quality and innovation make the audience more receptive. And he points out that the ads shown by CNN Brasil are considered less intrusive and less repetitive, in addition to being perceived in an environment with fewer advertisements. This result indicates enhanced communication in which advertisers’ brands and sponsored events are better received by the public. According to the study, advertising campaigns are up to seven times more impactful to receptive audiences. “The efficiency of a marketing campaign is not defined only by the message conveyed by it, but also by the context in which this message is inserted”, recalls Flávio Ferrari.

CNN Brasil in line with trends

In line with the indicators of the best environments for advertisers, CNN Brasil created a line of products in the form of small programs that are produced in partnership with the brands. An example was the launch of the Nissan Leaf, Nissan do Brasil’s electric car, through a two-minute advertising piece with the participation of presenter Lia Bock and Argentine businessman Facundo Guerra.

“The formats proposed for the programetes conceived by CNN LAB in partnership with our customers promote trust based on relevant and useful content and are innovative in relation to conventional commercials”, says Flávio. The executive explains that the product is not interruptive because it integrates with the programming, does not compete for space with other commercials, has interesting and dynamic content and can be part of a publicity strategy with other pieces of communication, reducing the feeling of repetition. With the space and the campaign message suited to the communication and the desired audience, the programetes have all the characteristics to increase receptivity and, therefore, enhance efficiency, helping to consolidate the brand’s perception.