MEXICO CITY — Grupo Televisa unveiled a one-stop ad sales plan for its pay TV operations.
Mexico’s dominant broadcaster is also a leading provider via its majority stakes in satcaster Sky Mexico and Mexico City cabler Cablevision, and its pay TV production arm Visat supplies channels to cable systems outside the capital.
Advertisers now have a single contact to place ads on either pay TV system — each one has roughly 400,000 subs — or the channels.
“”This represents the only option where advertisers can invest in one place and reach cable and satellite audiences across the country,” said Televisa research veep Ariana Azcarraga at a Nov. 29 press conference.
The initiative was spearheaded by pay TV veep Jorge Alvarez, who has been charged with making the pay TV biz more efficient — part of a corporate-wide program — and he is seeking to expand the division’s share of the ad pie.
Broadcast still leads
Broadcast TV — particularly Televisa’s four channels — still grabs the lion’s share of overall ad spending in Mexico.
Pay TV penetration is low at 15% of TV homes, or about 5 million. Despite the attractive demo of subscribers, advertisers continue to devote just a small percentage of their ad budgets in pay TV, in part due to the highly fragmented audience.
Televisa expects the bulk of its pay TV ad biz to be through pre-sales, giving advertisers until Dec. 15.
Ironically, Mexico’s cable piracy problem is giving Televisa a hand when setting pay TV rates: Stats on cable channel viewership were 45% higher than official rates to allow for illicit connections.
(Mary Sutter in Miami contributed to this report.)