Looking at the increase in Mexico's pay-TV subscribers over the last few months, the Latin American Multichannel Advertising Council (LAMAC) predicts that the market will grow by 12.5% by the end of the year, reaching almost eight million subscriptions.
According to its latest report analysing the Mexican market over the last six months, LAMAC says that pay-TV in the country will near 50% penetration during the first months of 2015.
The council points out that the Mexican industry works with figures calculated through the Establishment Survey carried out by Nielsen Ibope in 2013. But in a market which is following the general trend of growth in the region, LAMAC fears the figures are not accurate enough for the industry to plan ahead effectively for 2015.
LAMAC predicts that Mexico will kick-off the year with 7.9 million subs and a 49.8% penetration and that the market will continue to grow throughout the rest of 2015.
"It's essential the advertising industry plans its activities based on this growing trend so its plans for 2015 actually reflect the market's reality and are as efficient as possible," explained LAMAC in the report.