Latin American Media Advertising Council

What Latin American Media Advertising Council does

LAMAC (Latin American Media Advertising Council) is a Miami-based non-profit trade association founded in 2002 that advocates for and aggregates Premium Video advertising across Latin America. The organization represents 48 Premium Video channels contributed by 7 multinational media companies (A+E Networks Latin America, AMC Networks International Latin America, NBCUniversal International Networks, Sony Pictures Television Latin America, Warner Bros Discovery, and an Argentine Quotex exchange), creating a unified cross-platform "Video Premium" proposition spanning linear TV, VOD, OTT, and TV Everywhere.

Its core product is Business Intelligence delivered to advertisers and agencies, including audience reach, advertising effectiveness, and category-level insight across the member channels, packaged through a public Knowledge Center / blog, recurring editorial content (active as recently as December 2024), and an annual Premium Video Advertising Summit (Cumbre Publicitaria de Video Premium) held in Miami. The coalition also functions as a collective negotiation and category-promotion vehicle, positioning Pay TV as a coherent multi-channel advertising medium rather than a set of fragmented channel buys.

The business model is non-profit and member-funded: the 7 member media companies underwrite operating costs in exchange for category advocacy, aggregated go-to-market assets, and a shared platform for engaging advertisers and agencies. Revenue mechanics (dues, sponsor commitments, event monetization) are not disclosed. Customers are functionally segmented into two layers — funding members (the 7 media companies, high concentration) and end users (advertisers and agencies consuming intelligence and attending the summit, broadly distributed). The organization is led by CEO Enrique R. Martinez and operates with a small staff in Miami.

Name

Latin American Media Advertising Council

Legal name

Latin American Media Advertising Council

Website

https://lamac.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

LAMAC is a Miami-based non-profit trade association, founded in 2002, that represents 48 Premium Video channels from 7 multinational media companies and delivers Business Intelligence, research, and an annual summit to advertisers and agencies across Latin America.

Ownership category

akta.pro rank

Product category

Media Industry Trade Association

NAICS

Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910), Broadcasting and Content Providers (516)

SIC

Services-Advertising (7310)

akta.pro primary industry

Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG)

akta.pro secondary industry

Content Production (Video, Design, Copy, Studio) (BPAFAAAF)

Keywords

• Premium Video advertising
• Business Intelligence services
• Trade association advocacy
• Multi-channel media platforms
• Latin American media

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership funding: As a non-profit organization, LAMAC is funded by its 48 member Premium Video channels from 7 multinational media companies. The organization provides business intelligence services to advertisers and agencies about the Premium Video ecosystem.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Latin American Media Advertising Council (LAMAC) is a non-profit industry association that promotes Premium Video advertising across Latin America. It provides Business Intelligence to local and international advertisers and their agencies about multi-media platforms and the Premium Video ecosystem, and is funded by 48 member Premium Video channels from seven multinational media companies.

Product overview

Latin American Media Advertising Council (LAMAC) is a non-profit organization that provides a unified portfolio centered on Video Premium — the transformation of Pay TV as an advertising medium. LAMAC offers Video Premium as its core product, which is a multi-channel platform delivering premium quality content across linear and digital screens. Additionally, LAMAC operates a Knowledge Center that provides Business Intelligence information services for advertisers and agencies about multi-media platforms and Premium Video content. The organization also hosts an annual Premium Video Advertising Summit featuring conferences and panels with industry leaders.

Differentiator

Problem solved

Functional benefit

Products and services

• Video Premium

Quantifiable outcome

• 83% of adults and 79% of millennials in Latin America reached weekly by Linear TV
• +4 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• A+E Networks Latin AmericacoreStrategic or Co-development PartnerOne of the seven leading multinational media companies providing Premium Video channels to LAMAC's network, contributing content and audience reach data for Business Intelligence services to advertisers.
• AMC Networks International Latin AmericacoreStrategic or Co-development PartnerMember company providing Premium Video channel content to LAMAC's network, supporting the organization's mission to provide comprehensive Business Intelligence on multi-media platforms in Latin America.
• NBCUniversal International NetworkscoreStrategic or Co-development PartnerPart of the seven multinational media companies contributing Premium Video channels to LAMAC, supporting industry intelligence and advertising solutions for Latin American markets.
• Sony Pictures Television Latin AmericacoreStrategic or Co-development PartnerOne of seven key media companies providing Premium Video channel content to LAMAC's member network, contributing to comprehensive Business Intelligence services for advertisers.
• Warner Bros DiscoverycoreStrategic or Co-development PartnerLeading multinational media company providing Premium Video channels to LAMAC's network, supporting industry research and advertising intelligence for Latin American markets.
• Quotex (Bolsa Argentina)minorStrategic or Co-development PartnerArgentine stock exchange providing Premium Video channel content, representing the broader membership base of LAMAC beyond the six major multinational media groups.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Thinkbox: UK trade body that promotes the effectiveness of TV advertising through research, case studies, and industry events. Directly comparable as a non-profit consortium of major broadcasters and sales houses selling premium video advertising intelligence, though operating in the UK market.
• egta: European trade association for television and radio advertising sales houses. Comparable trade body model promoting multi-channel broadcaster advertising, with broader multi-country European scope but analogous consortium funding and intelligence mandate.
• Video Advertising Bureau (VAB): US trade association representing TV broadcasters and distributors, providing research and education to drive premium video ad spend. Closest functional analog to LAMAC in scale, member composition (major US media companies), and value proposition (BI for video advertisers).
• Screenforce: German marketing initiative of leading TV marketers promoting the power of TV advertising through research and thought leadership. Comparable as a consortium-backed intelligence body for premium video advertising, focused on a single European market.

Broad incumbents

• 4A's (American Association of Advertising Agencies): US trade association for advertising agencies. Comparable as an industry association serving the advertising buy-side ecosystem with research and thought leadership, but broader in scope (all media) and on the agency side rather than sell-side.
• IAB (Interactive Advertising Bureau): Global trade association for digital advertising and marketing. Comparable as a research and standards body serving advertisers and agencies, but covering the broader digital ad ecosystem rather than focusing specifically on premium video.

Regional players

• Canadian Media Directors Council (CMDC): Canadian trade body for media agencies and advertisers promoting media effectiveness. Comparable regional industry association model but focused on the Canadian market and on the agency/buyer side.

Others

• OAAA (Out of Home Advertising Association of America): US trade association promoting OOH advertising through research, advocacy, and education. Comparable non-profit consortium model funded by member media owners and serving advertiser intelligence needs, but for out-of-home rather than video.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lamac_org

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Latin American Media Advertising Council