WHY PAY TV

Pay TV is a stable media service which has been continuously growing in Latin America. It meets not only the audience’s needs, but also the advertisers’. Due to its innovative, diverse, cross-platform and high quality contents, Pay TV stands out as the ideal option for all those brands interested in reaching their targeted market segment.

PAY TV IS ESSENCIAL

Pay TV offers your brand countless advantages and benefits that the competition cannot match. Here you will find 7 irrefutable reasons why Pay TV must be included in your media planning:

It allows you
to have a

plan balanceado

The Pay TV and Free-to-air TV mix allows you to get the proper balance for pattern in all targets.

mejora la eficiencia

It improves efficiency:

Including Pay TV makes Media Plan more efficient, optimizes the average target rating point (TRP) cost, and reduce the waste of TRPs.


It increases the scope:


Pay TV lets you increase the pattern scope. It also lets you to get a cross-sectional demographic scope, with high levels of consumption from people of all ages and socioeconomic status.

asociación

It lets you to have a coherent, credible and organic association between brands:

Pay TV simplifies the integration of all brands and advertising messages to the more congruent content.

mejor retorno

It improves the return:


Advertising messages in proper contexts are memorable and create a highest purchase intent.

ENGAGEMENT

Pay TV offers a context for higher audience engagement with contents, which is always followed by better results for TV commercials.

Media engagement is the combination of a person’s experiences with the content /medium with which he or she relates. Experiences are emotions, thoughts, feelings. In simple terms, engagement indicates the intensity of an individual’s emotional bond with the medium.

Engagement is independent of ratings.

The general consensus, following the results from multiple researches on the subject, is that the greater a person’s engagement with the medium, more receptive he or she will be to commercials and, consequently, more effective that message will be.

In the year 2009, LAMAC introduced the advertising community to the results of a pioneering research in Latin America regarding media engagement, picking up real examples from creative works and the media. This research showed again the existence of a positive correlation between media engagement and advertising effectiveness, and at the same time it also shed light on the experiences that build a person’s engagement with the contents of a channel or TV program.

The new media planning model gives priority to people’s emotional bond with the media, taking engagement as a central concept and walking away from traditional concepts such as ratings, coverage and frequency. Combining information on audience size (indicated by ratings) with that audience bond (indicated by engagement), the obtained outcome is a more effective media mix in terms of results.

Greater engagement = Greater purchase intention

tv paga info

Experiences that make up the Engagement on TV

tv paga info

Best Congruence

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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