Mexican Tvolution: The power of segmentation in television and media

Juan Carlos Sanchez

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Introduction

During the last 100 years of audiovisual communication, we have seen how the evolution of media has diluted the impact of content and the attention level of viewers.

The number of devices through which viewers consume content in our region has increased drastically. This evolution has pushed us to better understand the new dynamics that are in place.

Changes in the audience viewing habits have led us to reevaluate the viewership landscape and the core of audience behavior, values and preferences. In seeking to understand our viewers and their new viewing habits, we realized that we needed to go...

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