Argentinian viewers are devoting more and more time to enjoying the Pay TV offer, whose accumulated audience share grew 4% so far in this year. This positive trend is more evident when taking into account attitudes in relation to the main thematic genres offered on Argentinian TV: Movies, Sports, Entertainment and Documentaries-Nature are growing, while General Interest and News-Journalism are losing audience.

Audience Behavior Evolves on Account of The Existing Offer

IBOPE rating data, consolidated by genre, show that audiences are increasingly choosing specific programming, in tune with their personal interests. That is why the consolidated ratings for signals offering historically most popular genres, aimed at heterogeneous audiences—as general interest channels or the news—are dropping.

This is also shown in the audience share evolution for each genre as far in 2011 (in comparison to the 2010 average). This indicator reflects a growth in the various groups of channels —those offering Movies grew 11%, Sport channels grew averagely 12%, Documentaries-Nature 7%, Entertainment 16% and Children 4%.

These thematic genres are mostly offered on Pay TV. Among those channels offering contents with an audience share growth are Discovery Kids and Cartoon Network for Children, TNT/The Film Zone and TCM for Movies, Nat Geo/History and Animal Planet for Documentaries-Nature, A&E for Entertainment and Fox Sports for Sports, among others.

In contrast, negative indicators are observed in the consolidated audience share for channels offering “General Interest” programming (which consolidate the free-to-air TV offer), with an 1% drop.

Likewise, the channel group offering News-Journalistic content also shows a significant drop, in this case 14%.

In the 18-49 specific target, changes are also observed as far in 2011 (in comparison to the 2010 average). Audience share grew in the same consolidated genres —11% for Movies, 5% for Sports, 4% for Documentaries-Nature, 4% for Entertainment, 7% for Children. On the other hand, that same indicator dropped by a significant 20% (*) in the News-Journalism genre.

Notes:

• Data made by Lamac based on IBOPE MWS, Argentina, comparative evolution of rating and share percentage consolidated by channel genre (taking into account just turned-on TV sets), total Argentina. Researched periods —from January 1, 2010 to May 29, 2011.
• (*) Excluding channel 26 from total research, since it is not part of IBOPE measures from January 2011 on.
• It is worth noting that the News-Journalism genre had an audience peak in October 2010 with two relevant cases as the miners’ rescue and former president Néstor Kirchner’s death. It went back to previous values in the next month, neutralizing the mentioned peak effect.
• These genres have been assigned by Lamac taking into account the most frequent programming on each channel reported by IBOPE.
  
  

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