Kantar IBOPE Media, the industry's Media Currency, carried out a study through its Consumer Intelligence solution (Target Group Index) to find out people's travel intentions this holiday, through behaviors, opinions, attitudes, and product consumption. , services and brands. The information highlights that 54% of Argentines intend to travel to National destinations and 46% to International destinations.
50% of Argentines prefer to vacation in places that are not well known, mainly adults 55+ years of age. Likewise, 74% of young people between the ages of 18 and 24 love the idea of traveling abroad. The Target Group Index also revealed that 69% of Argentines consider that the Internet helps to plan and book trips.
In turn, thanks to Cross Media Performances, a solution that allows the evaluation of advertising campaigns on TV and Internet, knowing Reach, Frequency and Audience Profiles reached, we know that advertising investment in Tourism increased by 217% from January-December 2021 to January -December 2022; The 5 tourism brands with the highest Investment in Multimedia during 2022 are Despegar, Multitravel.com, Turismo City, Almundo and Turismo Felgueres.
In addition, it is now possible to know the deduplicated reach and the additional reach that TV and Internet provide, as well as follow the evolution of the metrics while the campaign is on air and online.
Through Advertising Intelligence (monitoring) solutions, Kantar IBOPE Media provides a complete 360° view of multimedia ad spend for advertisers, agencies and media.