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Lamac’s Gary McBride—Colombia and Chile Are Emerging Markets for Ad Investments (Produ)
“2011’s first semester has been very interesting as we have seen an amazing Pay-TV growth in several countries,” said to PRODU Gary McBride, president and CEO at the Latin American Multichannel Advertising Council, Lamac.
He further specified that “Argentinian Pay TV is now a ripe market having an 80 percent penetration rate. In Colombia, it had a 78 percent growth, in Chile 58 percent, whereas in Mexico new operators have entered the market, adding more than 100 thousand households each month.” In that country, he observed, penetration rates grew from 30 percent to nearly 43 percent, a similar situation to that of Brazil.
“People spend a lot of time watching international channels and that causes as a result that ad sales are now more interesting and varied,” he stressed, adding that “announcers and agencies are still not reacting properly to consumer changes”.
McBride expects that 2011 will end with a 25 percent ad-investment growth in the whole region. He also observed that Colgate and Procter & Gamble are the brands that are turning more strongly to television, as well as luxury products —perfumes and liquor.
In turn, he stated that Chile and Colombia are emerging markets as just 5 percent and 7 percent—respectively—of spot investments are TV-related. “We must quintuplicate those figures. That’s why we are still outreaching to agencies and brands so that they may understand that the consumer’s rhythm goes faster than the announcer’s one.”
Source: Produ
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