HBO LatAm: Research is not only ratings but the brand’s value

Laura Pellerano Berga, director of Strategy and Programming Analysis of HBO Latin America, spoke about the challenges of conducting research in the current environment during her keynote in the BB Media Day Miami 2018.

“Doing research is a challenge. The business model is different. Not in all the channels we are doing ad sales. 10 years ago, we researched ratings, now we are analyzing how to measure success, KPIs. It’s not just ratings, it’s the brand’s value. During those times, it was not a complete evaluation. We changed in order to measure with panels lines, consumer feelings in social media and measurement of other distribution platforms” Pellerano said.

She said that in the last 10 years, the profile of the work she does in the company has changed a lot. “Now we integrate ad tech tools to define media buying and audiences, to know what types of audiences they are. We try to make all these technological breakthroughs invisible to the consumer” she says.

She said that there are many challenges ahead regarding the research field.

“We work with different markets, more than 40 countries. That is a big challenge, which can’t be controlled. We do cross measurements searching for a complete audience. We make data visualizations to enable the company to react internally, adapt the supply and the message” she says.

Towards the future, she stressed that there is still a great craving for content. “We still see the opportunity to coexist with many players. What I think that changes is how and when the contents are consumed”.