The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil

Abstract: This article explores how socioeconomic status and level of education relate to the retention or change of media habits, such as cable or satellite television viewing, in periods of a stagnant or declining economy. Particularly, we explore two of the most important markets in the Latin Ame...

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Autores principales:	Castro,Deborah, Duarte,Luiz G., Straubhaar,Joseph D.
Lenguaje:	English
Publicado:	Pontificia Universidad Católica de Chile. Facultad de Comunicaciones 2019
Materias:	pay TV habits economic crisis Latin America
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2019000200041
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spelling	oai:scielo:S0719-367X20190002000412020-01-03The loyalty to pay TV in periods of economic difficulty in Mexico and BrazilCastro,DeborahDuarte,Luiz G.Straubhaar,Joseph D. pay TV habits economic crisis Latin America Abstract: This article explores how socioeconomic status and level of education relate to the retention or change of media habits, such as cable or satellite television viewing, in periods of a stagnant or declining economy. Particularly, we explore two of the most important markets in the Latin American region (i.e., Brazil and Mexico), which went through similar economic downturns, but different social experiences in recent years. Survey data from Kantar Media’s Target Index (TGI) Latina service -the most extensive market study in the region- and qualitative data from a second online survey conducted through eCGlobal online panel have been analyzed. Data reveals that the rush to cancel cable or satellite television services did not occur at the high rates expected and were not remarkably influenced by social class, as they were by education factors.info:eu-repo/semantics/openAccessPontificia Universidad Católica de Chile. Facultad de ComunicacionesCuadernos.info n.45 20192019-12-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2019000200041en10.7764/cdi.45.1687
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	pay TV habits economic crisis Latin America
spellingShingle	pay TV habits economic crisis Latin America Castro,Deborah Duarte,Luiz G. Straubhaar,Joseph D. The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil
description	Abstract: This article explores how socioeconomic status and level of education relate to the retention or change of media habits, such as cable or satellite television viewing, in periods of a stagnant or declining economy. Particularly, we explore two of the most important markets in the Latin American region (i.e., Brazil and Mexico), which went through similar economic downturns, but different social experiences in recent years. Survey data from Kantar Media’s Target Index (TGI) Latina service -the most extensive market study in the region- and qualitative data from a second online survey conducted through eCGlobal online panel have been analyzed. Data reveals that the rush to cancel cable or satellite television services did not occur at the high rates expected and were not remarkably influenced by social class, as they were by education factors.
author	Castro,Deborah Duarte,Luiz G. Straubhaar,Joseph D.
author_facet	Castro,Deborah Duarte,Luiz G. Straubhaar,Joseph D.
author_sort	Castro,Deborah
title	The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil
title_short	The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil
title_full	The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil
title_fullStr	The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil
title_full_unstemmed	The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil
title_sort	loyalty to pay tv in periods of economic difficulty in mexico and brazil
publisher	Pontificia Universidad Católica de Chile. Facultad de Comunicaciones
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2019000200041
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The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil

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