Every other week there are discussions and comments about classic media such as television “dying” in countries all over the world - which would therefore also affect the Latin American region. But as a matter of fact it is nothing like that: TV currently reaches 92.5% of the population in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, and Peru (Statista, 2017).
Television is part of a vivid culture and more vital than ever: football events and telenovelas are broadcast via this classic medium, and it is also politicians’ first choice for promotions. The devices used to access the content vary – especially for the younger generation – from large screens to tablets or phones. This may be associated with the increasing tendency to watch the content on the go and of course with the unprecedented accessibility of online content. In turn, statistics show that 91% of the people now tune into streaming TV weekly in Argentina, Brazil, and Mexico (GlobeNewswire, 2021).
However, broadcast TV is still an important part of the Latin American audiovisual environment. The growth of private channels has increased the number of entertainment programs and accessibility of topics of global relevance. Public television, which has traditionally been a space for culture and national debate, is far from becoming dispensable and has adapted to new formats and technologies – with divergences among the different countries in the region. As in some other parts of the world, the TV ad market in Latin America has also been negatively impacted by the struggles of Covid-19. Even though the future is difficult to predict, some countries like Chile are expected to return to the same pre-pandemic levels of TV ad spendings by 2022 (eMarketer, 2021), which points out to the relevance this medium has for Latin Americans.
Looking at the current situation it can be stated that television culture in Latin American countries not only is very stable but also has a lot to offer. Both businesses in the region and international ones aspiring to grow in Latin America profit from TV content being a reflection of the audience’s preferences. In addition, it serves as a showcase to be present in the regional public and can also be used to observe what others are doing within a particular industry.
As a company of reference in the media monitoring sector, eMM provides the best solution to monitor TV in Latin America – from broadcast and digital television to public and private channels. Our customers are able to monitor the most important ones all over the Latin American region in real-time and have the possibility to add new channels according to their necessity. If you want to monitor TV in Latin America and take advantage of its vibrant television culture, leave a message and we will organize an individual demo:
You might also be interested in: