Mexican pay-TV penetration soars
Ińaki Ferreras ©RapidTVNews | 14-02-2012
According to the IBOPE institute, pay-TV penetration has reached 40.5% in Mexico by the end of 2011, representing growth of 26%.
One of the main reasons cited for this increase is increased consumption across all social classes: it grew by 48% among the working classes and over 30% in the middle class.
Among the reasons given for this growth are consumers' search for more content variety and the fact that pay-TV nowadays is more affordable, which allows those with lower incomes to be able to access the service, contradicting the received wisdom that pay-TV was the sole preserve of the upper-class, and now it's starting to become a massive media outlet.
Within Latin America, several countries—such as Mexico, Chile and Brazil—find themselves in the middle of a true revolution as far as media consumption goes. According to Latin American Multichannel Advertising Council (LAMAC), pay-TV and the internet are leading this transformation and will only get stronger.
Said Federico Baumgartner, country manager at LAMAC in Mexico: "We are very pleased with the fact that pay-TV is one of the leaders in this media consumption revolution. This becomes evident when you see the percentage of pay-TV penetration in Mexico. In January, IBOPE AGB Mexico updated the percentage of Mexican homes with pay-TV (in the 28 cities they studied)."
"Media agencies and advertisers are probably facing one of the hardest challenges they've ever had to face: either plan their future purchases and investment taking this revolution into consideration, or not keep up with the changes in the audiences' demands and get left behind," Baumgartner concluded.