Ad revs expected to continue growing
Liberty Global’s Argentine pay TV distributor and programmer Pramer has opened an office in Mexico City, and is mulling a move into Miami, as it tries to boost ad sales and the distribution of its nearly two dozen feevees.
The Liberty Global unit previously relied on representatives to sell commercial time in Mexico, Latin America’s second-biggest economy.
Ads and product placement, once a minor source of revenue compared with affiliate sales, now account for 20%-30% of Pramer’s annual revenue and are expected to continue growing, said Pramer CEO Alejandro Harrison.
Pramer also plans to increase the penetration of its feevees from 40% to 50%-60% of Mexico’s 5 million cable homes over the next year, he said.
Pramer has been a leader for years in southern markets like Argentina, Brazil and Chile, meaning that it now must look for growth further abroad.