Alfonso de Angoitia
Management
And after your second question, David, we’re going to see a dramatic change in the way in which we sell advertising. What we have seen, and I’m sure you also notice is that our selling CPMs at a very low price when compared to other parts of the world, especially in Latin America. Today, we have the product; we have the audiences with our productions, our content, which has been very successful. We have the reach, which nobody can deliver, no digital platform in Mexico, nor anybody can deliver the reach that we can, especially through Las Estrellas our flagship. And what we have realized through a detailed analysis is that the manner, in which we have been selling advertising for many years, which is the upfront plan. We’re tying our hands and basically, it was taking leverage away from us, in the sense that it coincided with the fourth quarter, where we were trying to have a successful fourth quarter, which is very important for us cyclically. And that coincidence of the fourth quarter and the negotiation of the upfront and the negotiation of the budget – advertising budgets for next year was creating issues in terms of taking the leverage away, because we wanted to close the fourth quarter with good results. And we also wanted to think that money for the upfront and we were putting pressure on ourselves by trying to close everything at the same time by December. So now, we’re disassociating the post of the fourth quarter with the upfront. So, you’ll see ongoing negotiations during the month of January and February. So, the pricing of the upfront will take place then, rather than trying to do everything at the same time in December. You will see an increase in terms of CPMs, because of what I mentioned if you compare them to other countries in Latin America, they are extremely low. So now, it’s the right time to do it. Of course, it has risks associated with this. But we believe that we have the product audiences and the reach to be able to do it. the advertisers know that they’re paying low CPMs in Mexico, because they know how much, especially, the transnational companies know how much they’re paying in other parts of the world. And they know that our product works in terms of positioning their products and their brands. So, I think we have to do it and we have to give value to our product and we have to change the way, in which we have been doing things. So, this is the right time and that’s what we’re going to do.