Chile. In recent years the growth of pay-TV subscribers in Chile has been growing with rates higher than the countries of the region, reaching today a penetration of 68% throughout the country, while in 2009 the cifa stood at 48%.
According to the latest statistics from the Lamac association, pay TV has grown 42% in Chile in the last five years, thanks to an increase in the offer of Pay-TV packages, greater segmentation into channels that responds to the particular interests of different population sectors and a higher quality of content.
According to Gary McBride, president and CEO of Lamac, "Pay TV as a medium is having an accelerated growth in Chile, in recent years we have seen how Pay TV has not only grown but has become massive, reaching today more population sectors, especially socioeconomic levels C and D, with growth from 2009 to this year of 40% and 110% respectively. "
As a result of this increase, the audience has also increased. During the last year the rating grew 6.1% and shows a change in the preferences of Chileans in terms of what they see on television. Lamac's statistics indicate that each Chilean spends two hours and 34 minutes in front of the TV watching pay-TV content.
"The message could not be clearer, Pay TV is a medium that more and more Chileans prefer. Advertisers cannot ignore this reality and will have to follow the new trends of consumers through strategic media plans in which pay television is an essential element to enhance advertising effectiveness, "concluded McBride.
