Tap Latin American members claim greater reach in Latin pay-TV homes

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MEXICO CITY--Channels produced by members of the Television Association of Programmers Latin America (TAP Latin America) reach more affluent and acquisitive consumers than other pay-TV channels, according to the most recent Los Medios y Mercados de Latino-america (LMML) survey, the association said. LMML is an annual product consumption research survey sponsored by TAP members and other media networks and developed by Audits & Surveys.

TAP Latin America is a consortium of TV programming suppliers for the pan-regional Latin market. Its members include Discovery Networks Latin America, Fox Sports Americas and Canal Fox, Turner Networks, USA Network, MTV Latin America and Nickelodeon Latin America.

Latin-American households with some form of pay television tend to be more upscale and educated than those without. The survey revealed--by tracking the purchasing habits of viewers of TAP members' channels--that this subsector showed a greater tendency to make high-end purchases of a range of products and services.

"Multichannel viewers continue to be a fast-growing demographic that advertisers need to look at when making their media decisions for Latin America," says TAP Chairman Michael Fox, who is also VP-worldwide advertising sales at ESPN International. "More significantly, viewers of TAP Latin America signals garner a significant share of the buying power and present advertisers with an opportunity to increase their share of the marketplace."

In individual Latin American markets, pay television receives a relatively low share of overall ad spend because the audience is fragmented. Viewers of the channels produced by TAP members comprise just 18% of Latin America's total population, but they are disproportionately represented among purchasers of products and services such as electronics, household appliances, new cars and cruises, the survey said.

The study was comprised of 6,581 interviews in 18 countries. Of the viewers of TAP members' channels, 36% own a cell phone and 30% own two or more automobiles. They travel more--with 44% having visited the U.S. in the last three years. Of the TAP viewers, 44% have a major credit card--versus 22.9% of multi-channel viewers overall (and just 8.1% of those who only have access to broadcast television).

Copyright January 1999, Crain Communications Inc.

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