Mexico's pay-TV market is on the rise: the North American country boasts some 10.9 million homes connected to this way of watching television, according to the national association for telecommunications COFETEL.

Federico Baumgartner, LAMAC's director for Mexico, said that pay-TV continues continue growing and that the penetration of this service was 41.54% last March on a national level.

The report also says that on average some 130.000 new monthly subscribes subscribe to this system. This means that four out of ten homes already have pay-TV services and thereafter pay-TV has highest penetration that the internet in this country.

At the same time the executive added that in order to guarantee a good return on the advertising investments, advertisers must make more investment into the media.