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Pay TV makes possible brand integration to contents which are consistent with those brands and their messages, which is always followed by better results for brand building.
Consistency exists when the experience which is stressed in the media is the same experience which is stressed in the commercial. When in the media mix consistency between mass media and message is given priority, that message effectiveness has a marked growth.
Consistency is independent of ratings.
In the year 2009, LAMAC introduced the advertising community to the results of a pioneering research in Latin America regarding engagement and consistency, picking up real examples from creative works and the media. This research showed again the existence of a positive correlation between media-message consistency and advertising effectiveness, both in attitude toward the brand as in purchase intention.
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