Mexico's pay-TV leads social video


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Juan Fernandez Gonzalez

| 13 November 2015





Almost 80% of the entire TV-related Twitter activity in Mexico is inspired by pay-TV programming, says the latest Latin American Multichannel Advertising Council (LAMAC) report.


LAMAC has published Nielsen's IBOPE social TV figures in Mexico which found that in August alone 340 million tweets were generated by TV. And 77% of these referred to pay-TV programming.

"It seems clear that when people watch relevant content, they share their opinions and comment via the social media," said Fernanda Campos, LAMAC's country manager in Mexico.

According to the analysis, such level of engagement is related to the content quality and programming diversity in pay-TV, and shows how some platforms are able to involve advertisers with their target on a personal level.

"Mexican advertisers have to start to seeing pay-TV as a platform growing beyond the main screen. Pay-TV has the ability to create associations between brands and consumers, as we have seen in the US and are now experiencing in Mexico," added Campos.