Media Networks' advertising business in Peru driven by pay-TV


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Juan Fernandez Gonzalez

| 10 February 2016




Telefónica's business-to-business (B2B) unit, Media Networks, saw 8% growth in ad sales in Peru during 2015, driven by its pay-TV operations.



By commercialising advertising slots for Peruvian producers Plus TV and CMD, and international distributors like Turner, Disney, Televisa and NBC Universal, Media Networks leads the pay-TV ad market in the country.

“2015 was a positive year for pay-TV advertising,” said Fernando Espinoza, commercial director for content and advertising, Media Networks. “In addition to the regular content, we had several special events for Plus TV and CMD, which enabled our company to offer alternative spaces for segmented advertising.”

Indeed, income for ad sales grew by 15% if special events in which Media Networks participated indirectly, like the World Cup 2018 qualifiers and the Copa Movistar, are included.

“In addition, Plus TV's mid-season, with eight new shows, Copa América's coverage on CMC, the new reality show with Gastón Acurio, and Plus TV's Wantan Night premiere, were key to improving advertising performance,” added Espinoza.

During 2016, Media Networks will start managing ads for Universal Channel, Universal Studios and SciFi as well as Telemundo.