Latin America. Mexico, Argentina and Colombia led the growth of pay TV in the region, according to a report prepared by the Latin American Council of Multichannel Advertising (LAMAC) with information compiled by IBOPE.
In the case of Mexico, users with pay TV represent 40.5% of the total households in the country, for a growth of 26% compared to figures of the previous year. For Colombia, the percentage of subscribers to this service rises to 80%.
For its part, Argentina has one of the highest penetration rates for Pay-TV with 81% of subscribers between January and December 2011, which marked an increase compared to the 77% reported the previous year.
Based on the above data, LAMAC called on advertisers to rethink their levels of advertising investment on channels broadcast in the region via subscription television. In fact, they emphasized that media consumption habits in the region are changing rapidly.
Finally, in statements to the press Gary McBride, president and CEO of LAMAC, said that "pay television offers content of quality and diversity. Viewers prefer programs with which they can identify and this causes the time spent watching pay TV to increase."
