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.

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Keywords Economic crisis, Habits, Latin America, Pay TV
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Castro - Mariño, D, Duarte, L., & Straubhaar, J. (2019). The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil., 45, 41–56. doi:10.7764/cdi.45.1687