Report predicts less advertising in the Mexican market, which would affect TV Azteca sales

TV Azteca’s sales in 2013 are projected to see a slight increase of 0.1%, in addition to pre-tax earnings, write-offs and depreciation (Ebitda) of 0% due to weak growth (0.2%) in advertising sales as a result of the industry’s complex environment, says Monex Grupo Financiero.  TV Azteca has a subsidiary in the U.S. Hispanic market called  Azteca Americas.

The TV network’s operating margins and EBITDA will stay unchanged at 32.4% and 36.8%, respectively, as a result of higher costs and sales expenses compared to the company’s total revenues.

Valeria Romo, securities analyst for telecommunications and airports at Monex, notes i that TV Azteca is Mexico’s second-largest television company, with a 32% market share.

The company operates three television channels aimed at different segments of the population: Azteca 7 targets middle and upper-class young people, Azteca 13 is directed at the whole family, and Proyecto 40 targets viewers interested in news and culture. "Azteca’s strategy in the Mexican market centers on a multi-functional format that uses content production to generate value relationships with viewers and a win-win relationship with companies that place ads on its channels," says Romo.

Romo believes that Azteca’s value proposition is directed toward generating virtuous relationships between viewers and content, in order to provide advertisers with attractive and therefore more profitable ad space.

According to the report, the company has about 400 national advertisers and over 6,000 local ones, with its 10 largest advertisers representing 24% of the company’s total sales.

Translated by Candice Carmel 


Avatar

Débora Montesinos

Débora es una periodista especializada en agencias de noticias e información digital. Su camino en los medios, como reportera y editora, pasa por empresas internacionales como Reuters y CNN, así como mexicanas como el periódico Reforma, donde por 10 años apoyó también la formación de nuevos talentos, que hoy son periodistas reconocidos. Estudió Comunicación en Guadalajara, Jalisco, y después cursó una maestría en Periodismo en la ciudad de México, donde vive desde hace 16 años.Por sobre todo, ama la vida y a sus dos hijos, además de que es feliz y agradece desempeñar una profesión como el periodismo.

Leave a comment

MORE FROM PORTADA



Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.