Eddy Ruiz, president, and general manager of A+E Networks Latin America
A+E Networks: More direct contact with agencies & clients
Maribel Ramos-Weiner|02 de junio de 2020
Although ad sales have gone down, A+E Networks Latin America channels have had visualization records these months and the company is working on several fronts to maintain the dialog with clients and agencies.
“In these two months, we have spoken directly with clients and agencies. Being at home has enabled us to have greater contact with them. We have hired two new sales heads: Jaime Guerra Mazza in Mexico and Julio Tortorello in Brazil who comes from Telefónica Digital,” comments Eddy Ruiz, president, and general manager of A+E Networks Latin America.
Additionally, they started to make webinars with new information for their agencies and clients every two or three weeks. The first was El Valor de la Audiencia 35+. “Why are advertisers still in love with kids ages 18 to 24 who don´t have a dime? 35+ has 80% of the money for consumption, while 18-24 just 20%,” he explained.
He mentioned that May has been their month of best performance in the 20 years History has been in the region. For A&E, April was the best month in ratings in the last 10 years and Lifetime is having several peaks as well.
Two months ago, affiliates opened the group´s signals to their users. According to Ruiz, the experience leaves several lessons. "We have told operators: "Your audience loves our programming, why don´t you place us in your basic package? Regarding production, we have realized that in 24 hours we can produce something and bring it out," he comments.
He reported that between June and July, they will launch their big data measuring tool.