Skip to content
Subscriber Only
Technology
Pursuits

TV Azteca Sells Milk During Telenovela Plots: Corporate Mexico

A teary, blonde woman sits alone at her kitchen table. In a matter of days, she’s been left fatherless and buried in debt. A handsome man offers her milk, though not just any milk, Lala milk from Grupo Lala SAB.

This is a scene from one of TV Azteca SAB’s newest prime-time telenovelas, “Las Bravo.” Mexico’s second-biggest broadcaster is taking advantage of hits that reach an average of 65 million viewers a week to encourage marketers to pay for their products to appear or be featured in soap operas and reality-television shows.