Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes.
It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s producer Salvador Mejia. Telenovelas, the bedrock format that Televisa and its rival, TV Azteca, are built upon, typically have a lower-middle- to lower-class aud.
“Mariana” managed a strong 26.1 rating in its bow.
Cinemex and Televisa are not affiliated.