LAMAC: Latin American Media Advertising Council

Who we are?

LAMAC is a non-profit association that represents a diverse group of Premium Video platforms, distributed by seven of the world’s leading multimedia companies:

  • A+E Networks 
  • AMC Networks 
  • NBCUniversal 
  • Sony Pictures Television 
  • Warner Bros. Discovery

LAMAC Member Platforms

A&E, AMC, Animal Planet, AXN, Boomerang, Cartoon Network, CDF, CNN Chile, CNN en Español, CNN International, Discovery Channel, E! Entertainment, El Gourmet, Esporte Interativo, Europa Europa, Film & Arts, Glitz, History, History 2, HLN, Home & Health, HTV, ID, ISat, Discovery Kids, Lifetime, Más Chic, Much Music, Space, Sony Channel, Sony Movies, Studio Universal, SyFy, TBS, TCM, Telemundo Internacional, TLC, TNT, TNT Series, TNT Sports, Tooncast, TruTV, Universal TV, and Warner Channel.



To drive and promote the development of multiplatform audience measurement solutions and technology in Latin America with a focus on Data, Research, Insights and Advanced Advertising Solutions.

LAMAC is committed to:

  • Advance data science in support of Premium Video advertising solutions.
  • Standardize audience measurement services and drive a narrative that cultivates and advances industry currency.
  • Translate innovations in technology and industry trends into actionable insights.
  • Analyze audience behavior and evolution, attribution models, programmatic and addressability solutions, all within the video content ecosystem.
  • Represent the Premium Video advertising industry in the evolution towards a Total Audience Measurement.

Our team


Chairman of the Board of Directors

Martínez is responsible for leading the overall strategy and execution of the LAMAC partners priorities across Latin America. Martínez was part of the organizing committee that envisioned the formation of LAMAC in 2002, which started out with a handful of members that has now grown to include 56 networks from 8 of the most powerful media companies in the world. Prior to this role, Martínez served as president and managing director of Discovery Latin America/U.S. Hispanic/Canada which has 15 networks and more than 370 million cumulative subscribers in 48 countries and territories and customized in three languages.


Director of Data Analytics and Insights

Almaraz is responsible for leading LAMAC initiatives related to research, data analysis and forecasting for Latin America. Almaraz has specialized in translating Premium Video consumption data into actionable insights for the strategic use of the medium in the advertising context, both for LAMAC members and for agencies and advertisers in the region. Almaraz actively participates in various international technical groups, always advocating for improvement in audience measurement, and collaborating with other industry representatives to promote the evolution of metrics in Latin America.


Executive Assistant

Tofield is responsible for assisting LAMAC’s Chairman of the Board of Directors with daily administrative duties as well as other office and operations functions including accounting and human resources. Prior to joining LAMAC, Eileen managed a small business in New Jersey and worked as an Administrative Assistant at Wells Fargo Bank and Capital One Mortgage Company.

Juan Carlos Calle

Research Coordinator

Calle is responsible for supporting proyects for LAMAC’s business intelligence and analytics tool. Calle is a business administrator with a Master’s in International Business and has experience in database management and construction, as well as audience analysis and syndicated studies for Latin America. Prior to LAMAC, he worked at Viacom as a Research Analyst for Ad sales, at Discovery communications he worked as a Research Strategist for content and AMC Networks as a Research Analyst.

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