Sony targets LATAM millennials

DetailsJuan Fernandez Gonzalez | 21 April 2015

Two of Sony Pictures Television Networks Latin America's most watched signals, Canal Sony and AXN, are achieving record audience figures among the region's millennials, who are watching the channels not only more often, but also for longer periods of time.

sonymillennialsAccording to IBOPE figures presented by Sony Pictures, during the second half of 2014 Canal Sony got its highest ATS (average time spent) among millennials in the last 12 years, becoming the 15th most watched network by young women in Latin America.

AXN reached similar figures during second half of the year, finding a place among the region's ten most watched networks for younger man with high purchasing power.

"Millennials are watching Canal Sony and AXN more and more because they are finding content matching their interests and tastes, as well as interesting brand initiatives which allow them to share their favourites programmes in a social environment," commented Nathalie Lubensky, senior VP at Sony Pictures Television Networks Latin America.

The channels, which have seen specific peaks of growth in key Latin American markets, have been deploying a new line-up since last summer, including popular content such as The Blacklist, Marvel's Agents of SHIELD, How I Met Your Mother and CSI.