U.S. HISPANIC
Azteca America: Attracting younger audiences
Maribel Ramos-Weiner| 26 de febrero de 2013
Martín Breidsprecher, CEO of Azteca America, spoke to PRODU about the networks programming changes and adjustments, with more focus on realities and novelas, starting with the March 4th premiere of La Otra Cara del Alma. This has resulted in a drop on the average age of its audiences, which sets the stage for ratings growth.Weve made several adjustments. Weve set the conditions for our ratings to increase and weve managed to reduce our viewers mean age. Early last year we had a significant portion of 50+, but this percentage is now below our competition. Were setting the basis to attract more young viewers and boost our ratings, said Breidsprecher.When asked about this years upfront, the executive said everything is going well, with high expectations: We have excellent relationships with our clients. We use the infront strategy, where we make individual customized presentations. It has worked well for us and well continue these pitches, which culminate with the upfront in New York on May 13.
