Even though the Mexican media market has evolved to become diverse with different viewpoints, it’s still dominated by two companies, TV Azteca and Grupo Televisa. These two companies take most of the revenue of Mexican media companies. The two companies also own the four networks that broadcast to 75 percent of the Mexican population.
TV Azteca is a multimedia conglomerate headed by Benjamin Salinas. It is the second largest media company in Mexico. It operates two national TV networks Azteca Trece and Azteca 7. It also has an international TV station, Azteca Trece Internacional, which broadcasts to 13 countries in South and Central America. The network also has an acting school with alumni such as Adriana Louvier, Laura Palma and Fran Meric.
Grupo Televisa is the largest media company in Hispanic America and in the Spanish speaking world. It operates two national TV networks Canal 5 and Canal de las Estrellas. Grupo Televisa also has an exclusive contract with the American media company Univision. The contract allows Univision to broadcast Televisa’s programming in the lucrative American Spanish market. Since the company was founded, it has been owned and managed by the Azcarraga family. Emilio Azcárraga Jean has been the president of Grupo Televisa from 1997. Grupo Televisa has a publishing division that publishes several magazines.
Salvi Rafael Folch Viadero is the chief financial officer of Grupo Televisa. Prior to working at Grupo Televisa he was the Vice President of Banking Supervision at the National Banking and Securities Commission. In 2004 joined Grupo Televisa as the Vice President of Financial Planning before rising to his current post as CFO. He also serves on Grupo Televisa’s board of directors. Apart from his responsibilities at Grupo Televisa, Salvi works as a director on the board of Innova de RL de CV. He has been instrumental in Grupo Televisa’s current financial success.
Norman Pattiz is most well-known as the founder of PodcastOne, which is the leading advertiser supported network for podcast. The network has over 300 hours of programming every week, across 200 podcast shows, and it is able to deliver more than 400 million monthly impressions only through advertising.
The media giant is known for its wide reach and high ratings, that is why some internationally known brands are asking the assistance of Norman Pattiz to have their product advertisement aired. It has been tried and tested that products being aired through PodcastOne shows a huge rise in profit days after the advertisement has been heard by the audience.
However, Norman Pattiz wanted to do a comprehensive research aided by the scientific method, so he asked for the help of Edison Research to conduct a research to validate his company’s claim.
The research that was conducted involves five major brands that are offering new products. The study ran between four to six weeks, and it involves a test that was being given to the audience who are listening to PodcastOne. After the study, the researchers working at Edison Research found out a fascinating data. Read more: Norman Pattiz – Dashconference and Norman Pattiz | LinkedIn
Based on the information about the research, it shows that audiences who have heard the product advertisement inside the grocery store tend to remember it more often. 60% of them recall the name of the product, and some purchased it to check if what the ad says is true. Other results of the research are the following:
- The unaided product awareness dramatically increased, comparing the results from their pre-study and their post study. It went up by 47% for products related with financial services, 37% for products related to the automobile industry and by 24% for products that are related to gardening.
- More than one-third of the respondents have shown a very favorable opinion about the automobile products, which has climbed to 18% compared to previous known studies.
- 22% also stated that they are very likely to purchase a product that is being used on the lawn and in the garden, which has grown from the previous known data of 18%.
- The campaign message that is being broadcasted seems to leave a positive impression to 60% of the respondents who listened to automobile advertisement and 76 % to those who listened to restaurant advertisement.
The result of the research validated the claim of Norman Pattiz that PodcastOne is indeed vital in advertising. Now that the claim is backed by a scientific study and a number of evidences, Norman Pattiz is expecting that more clients will be knowcking on their doors, and he stated that his company is very open for partnership with businesses who wanted to have an advertising boost.