- 10.5 million households in Mexico have Pay TV

 - One in five households will have Pay TV by the end of 2011.

Mexico D.F. (April 27) – According to numbers estimated by LAMAC (www.lamac.org) by December 31^st, 2010 Mexico had a total of 10,495,981 Pay TV households. This figure places Mexico as the country with the most Pay TV households in Latin America, surpassing countries like Brazil and Argentina, where the number of Pay TV households is 9.8 million and 7.9 million respectively.

Source: LAMAC

Federico Baumgartner, Country Manager for LAMAC Mexico mentioned that “since the year 2007 Mexico has been the leader in Pay TV households in Latin America, however, the growth we have seen during the past year has placed our country as the uncontestable leader in the region: during the past year alone the number of Pay TV subscribers increased by 25%.

Lamac estimates that by the end of 2011, the number of Pay TV households in Mexico will be above 13 million, which would represent a penetration of 49.4% at a national scale: this translates into 5 out 10 households in Mexico having Pay TV by the end of the year.

This accelerated growth in the number of Pay TV subscribers is driven by several factors. The leading one is the increased offer of low cost DTH (Direct to Home). Furthermore, nowadays TV viewers are in search for a wider diversity of content, and it is precisely in Pay TV where TV viewers find programming that caters to very diverse audiences, with different interests and consumer habits. We must also keep in mind that engagement levels are much stronger in series and movies to which the viewers are attracted.

According to Baumgartner’s statement “it is evident that this growth trend in the number of Pay TV households will continue in our country. This should motivate advertisers and media agencies to reevaluate the way in which they distribute their advertising budgets to Pay TV, since this medium offers the opportunity to advertise not only to a significant number of Mexicans, but to a section of the population that has a stronger engagement with this medium, and this definitively guarantees a superior purchase intent for any product or service advertised in the Pay TV platform.”

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LAMAC –Latin American Multichannel Advertising Council- is a non-for profit association formed and funded by over 40 channels. Its purpose is to develop Pay TV ad investment in Latin America, systematically overcoming the industry’s obstacles by means of developing definitive resources that will be used to measure the presence and effectiveness of advertisement, and creating the communication platforms that will argue for a fair distribution of advertising expenditure.