Benjamín Salinas, CEO of TV Azteca

TV Azteca: The masses continue on open TV even when the new reality has reduced audiences

Vanessa Maldonado, Mexico City|07 de julio de 2016

Although new platforms are changing and it is a fact that audiences in open TV are decreasing, for Benjamín Salinas, CEO of TV Azteca, it is necessary to see the phenomenon in order to understand it in its proper dimension: the fact is that open TV continues to be the space where brands can meet the masses. “People continue watching TV, that is a fact. In Mexico, they consume an average of 4 and a half hours, out of which 3 hours 16 minutes are open TV and 1 hour 27 minutes correspond to TV Azteca. Out of 105 millions of Mexicans, 40 millions watch TV Azteca every day,” he assured. He also said that 45% of millennials watch TV, although “they certainly watch less and it is necessary to go after them”, they do watch TV. The thing is, he explained, that while a video on YouTube (he mentioned a specific case) can take 10 years to reach an audience of 50 million views, “we can reach the same number of views with a morning show in 10 days”. “There is a relevant topic: pulverization of audiences. We lose audiences that’s true, but everyone is losing. The masses are still with us. No matter what size they are, they continue to be very valuable,” he expressed after mentioning the case of the US as an example, where “the four most important networks are losing audience, but these audiences are worth more and more, because reaching these large masses is increasingly harder for brands”.