Pay-TV takes share from FTA in Argentina


Details

Juan Fernandez Gonzalez

| 19 October 2015





With over eight in ten homes in Argentina being connected to pay-TV, free-to-air (FTA) has lost the battle when it comes to market share, says a report by the Latin American Multichannel Advertising Council (LAMAC).


According LAMAC, pay-TV leads every target in the South American country. After having rocketed during the last decade, in September pay-TV reached a total 53% audience share independently of age group or time slot, clearly beating FTA TV.

In Argentina, subs consume, on average, over four hours of pay-TV per day, a trend enabling high audience segmentation and therefore better brand integration and more efficient messages, explains the report.

And in Latin America's most mature TV market, pay-TV still reports better options for advertisers than the Internet, as Argentineans pay more attention and trust more ads displayed on TV (43% look at them) than those displayed on the Internet (16%).

But according to LAMAC, which is made up from networks and programmers including Telemundo, FOX, AMC Networks, Sony and Turner, advertisers aren't taking advantage of this opportunity. "Advertisers don't encourage consumers to buy their products and don't build a brand image, thus losing effectiveness and efficiency, creating a lose-lose situation," says the report.