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The 2010 IBOPE Establishment Survey Reveals the Truth
December 15, 2011
Dear Advertisers and Media Agencies,
In our latest message, “It is urgent to approve the 2011 IBOPE Universes,” we shared with the industry our excitement at the fact that the Media Research Council (CIM) had authorized the publication of the 2010 Establishment Survey (ES) results.
These results reveal a very significant trend of the Mexican market. One of the most important findings is an increase in pay-TV households—from 32.2% to 37.8%—in the 28 IBOPE cities, according to data collected by IBOPE from April to September 2010. This represents a 17.4% increase in pay-TV households as reported by IBOPE.
This increase had a tremendous impact on broadcast and pay TV ratings and audience share. For example, for the 18-49 ABC+C target, pay-TV ratings grew 17% on average and for some LAMAC channels (34), the increase was up to 57%. In contrast, broadcast TV ratings decreased 8%. (Source: IBOPE AGB México, 3-domain testbeds and CIM 3 DOM UNIV2010 TESTBEDS, average ratings for October 1 - November 27, 2011, 6:00 - 24:00).
We expect to find such increases and a similar impact in the 2011 results. Thus, we continue to stress how very important and urgent it is that CIM authorizes the publication of the 2011 ES.
To date, no vote on the publication of the 2011 ES results has taken place. We hope that in the next few days, publication of the results is approved so that the industry has access to updated information as soon as possible to correctly plan and invest in TV in 2012.
Sincerely,
Gary McBride
President
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