Colombia. For the first quarter of this year, Pay TELEVISION shows a significant growth in audience share already reaching 48%; exceeding the figure of the previous year.
This number means that the growing trend of Pay-TV audience share is rapidly becoming the other half of the television audience.
The entity indicates that "this is the reality of television consumption; in practical terms it means that Colombians who have access to Pay TV, when we watch television, spend almost half of our time watching Pay TV channels."
A strong reality that must be considered in strategic media planning because it represents significant improvements in efficiency and effectiveness metrics.
Lamac clarifies that the source for this data is Ibope Media, Colombia data. Variable Shr%, Monday to Sunday 6:00 to 30:00 hours. Free-to-Air TV and Pay TV, Jan-Mar 2014, Total People. The combined figures for Subscription TV + Community TV correspond to an aggregate percentage of all Pay-TV channels and include "Other Channels", discarding peripherals.
