Abstract:

The introduction shows that television has a higher share of ad spend in Latin America than in any other part of the world. This leads to an even higher share of television in the media research budgets. The following parts review the introduction and development of television and pay-tv in Latin America, emphasising the recent wave of privatisation of the medium. The last section deals with the dramatic changes going on in television audience measurement in Latin America and proposes a joint effort towards harmonisation of television audience measurement systems,” following the European model.