Argentina's pay-TV sector grew in the first half of the year within an increasingly fragmented market, says Mediabits citing the latest report from Zenith Research. Free-to-air channels still garner over 50% of the audience, but pay-TV viewers grew five percentage points compared to 2012.
Pay-TV secured 46% of Argentina's audience during Q1 and Q2, with the most watched channels on average being TN, Disney Channel, C5N, Fox Channel and Fox Sports. The same names appear when it comes to prime-time viewing although Fox Channel and Fox Sports come in third and fourth positions.
Two significant facts are reflected on Zenith's figures: sports channels became less important in terms of audience, losing their regular leadership place, which was taken by news channels; and the average viewer is being more and more concrete in their TV preferences. As long as pay-TV diversifies, the audience becomes fragmented. When the Zenith report began six years ago, 15 cable channels shared over 60% of the audience. Currently 21 pay-TV channels are fighting for the audience.
Regarding free-to-air signals, Telefé tops the figures with a 17% share, although it has lost four percentage points compared to 2012. América 2 was the channel with greatest growth, as it reached an average share of 9%, two percentage points more than in 2012.