MetaX COVID-19 awareness campaign in Brazil highlights high effectiveness of connected TV advertising




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In May 2020, MetaX Software ran a non-profit COVID-19 awareness campaign reaching 300,000 people in Brazil on connected TVs(CTV), the largest media segment in the country, aiming at raising Brazilian households’ awareness and capability for self-protection in the crisis.

We also made a questionnaire among people who have viewed the campaign to find out the effectiveness and acceptance of CTV advertising, which showed that CTV campaign especially power-on ads achieved extremely high CTR.

MetaX Software has covered 25 million OTT devices and 80 million large-screen users worldwide. In Brazil, MetaX has 5 million OTT devices and 16 million TV users. The market is still growing rapidly.

We released the COVID-19 Awareness Campaign in Brazil Report to reveal what we found through the campaign and questionnaire. Below are the key findings:  

Average CTR of the COVID-19 campaign reached remarkably 16.78% high: CTR of Power on placements reached 19.82% and Pre-Launch placements also achieved 11.53%. 

Brazilians have a high willingness to accept CTV ads: Over 84% users thought the campaign material is helpful for them to cope with COVID-19. More than 62.7% users would like to see more advertising materials on their TV devices. 

Most covered users have strong consumption power: The campaign covered over 60% A class consumers, 21% B class consumers, 14% C class consumers.*

Users aged 25 to 45 account for the vast majority: The largest fraction is of the ones over 45 years old (26.5%), followed by children under 18 (23.4%), 35 to 45 (22.2%), 25 to 35 (18.7%) and 18 to 25 (9.2%).

*A, B, C refers to the level of consumption power. 

Interested in getting to know more about the campaign? Please register and leave a message at our website or send an email to to get the full report.

About MetaX Software 

MetaX Software is data-driven Connected TV (CTV) advertising and operation company. MetaX Software has connected over 20 TV brands and channels which cover about 25 million OTT devices and 80 million large-screen users. It maintains fast and strong growth across Europe, Southeast Asia and Latin America, etc. 

Leveraging its unique strength on the large screens, MetaX Software is dedicated to enabling advertisers from different industries to effectively target their desired audiences; meanwhile, it helps content providers and application developers broaden distribution channel and commercialize inventory across the world. 

For more information about MetaX Software, please send an email to or visit: