USA sponsors get demo info

MEXICO CITY – USA Latin America plans to supply pan-regional advertisers with post-buy analysis using information from IBOPE, the premier Brazilian TV ratings agency.

Advertisers on the Latam channel will receive details on households and demographics for their schedules using IBOPE peoplemeter ratings data.

Advertisers have cited the lack of hard data as a major challenge when considering buying time on pan-regional networks, parent USA Networks said. USA Latam is distributed in 18 countries.

USA Latam will begin to submit to current advertisers IBOPE data from June that has been audited by the Television Assn. of Programmers, Latin America, which is conducting country-by-country audits of Latino cablers. Industry sources say cable operators in the region have tended to under-report their subscribers to programmers, while inflating the numbers to advertisers.

USA Latam also announced a big meal with Mexico’s Cablevision, the No. 2 Mexican cabler, for distribution beginning Aug. 15. The channel will then be available to another 200,000 Mexican households, which should also bolster ratings now that IBOPE and TAP are formulating pan-regional data, spokeswoman Rebecca Lieb said.

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