Work

La lealtad hacia la televisión de pago en tiempos de dificultades económicas en México y en Brasil

Year: 2020

Type: article

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.

Source: Cuadernos info

DOI: 10.7764/cdi.45.1687

Authors: Deborah Castro, Luiz G. Duarte, Joseph D. Straubhaar

Institutions: Erasmus University Rotterdam, University of Central Florida, The University of Texas at Austin

Language: Spanish

Topic: Media and Digital Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDGs: Reduced inequalities, No poverty

Open Access status: diamond

OpenAlex ID: W2998084591

FWCI: 0.579

Cites: 36

Cited by: 2

Related to: 10