Market Insights Advertising & Media Advertising

TV & Video Advertising - Mexico

Mexico

Ad spending in the TV & Video Advertising market in Mexico is forecasted to reach US$4.28bn in 2024.
The largest market within TV & Video Advertising market is Traditional TV Advertising, with a market volume of US$2.46bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The projected average ad spending per user in the Traditional TV Advertising market in Mexico is US$21.55 in 2024.
By 2029, the number of TV Viewers in Mexico is anticipated to reach 119.40m users.
Mexico's TV & video advertising market is increasingly embracing digital platforms, reflecting the country's shift towards online content consumption.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Mexico is experiencing significant growth and development.

Customer preferences: Mexican consumers have shown a strong preference for TV and video content, making it a lucrative market for advertisers. With the increasing availability of digital platforms and streaming services, consumers have more options to access their favorite TV shows and videos. However, traditional TV still remains popular in Mexico, with a large portion of the population relying on free-to-air channels. This presents advertisers with a unique opportunity to reach a wide audience through both traditional and digital channels.

Trends in the market: One of the key trends in the TV & Video Advertising market in Mexico is the shift towards digital advertising. Advertisers are increasingly investing in digital platforms and streaming services to reach their target audience. This is driven by the growing internet penetration in the country and the popularity of smartphones and other connected devices. Advertisers are also leveraging the power of data and analytics to target their ads more effectively, ensuring that they reach the right audience at the right time. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is gaining traction in Mexico, as advertisers look for ways to optimize their ad spend and maximize their return on investment.

Local special circumstances: Mexico has a vibrant and diverse media landscape, with a wide variety of TV and video content available to consumers. This presents both opportunities and challenges for advertisers. On one hand, advertisers have the opportunity to target specific demographics and niche audiences through specialized TV channels and streaming platforms. On the other hand, the fragmentation of the media landscape makes it more difficult for advertisers to reach a mass audience.

Underlying macroeconomic factors: The TV & Video Advertising market in Mexico is also influenced by macroeconomic factors. Mexico has a growing middle class, which has led to increased consumer spending on entertainment and media. This has created a larger market for TV and video advertising, as advertisers seek to capitalize on the growing consumer demand. Additionally, the Mexican government has implemented reforms to promote competition in the telecommunications sector, which has led to increased investment in infrastructure and technology. This has further fueled the growth of the TV & Video Advertising market in Mexico. In conclusion, the TV & Video Advertising market in Mexico is experiencing growth and development due to customer preferences for TV and video content, the shift towards digital advertising, the rise of programmatic advertising, the vibrant and diverse media landscape, and underlying macroeconomic factors such as the growing middle class and government reforms. Advertisers in Mexico have a unique opportunity to reach a wide audience through both traditional and digital channels, leveraging the power of data and analytics to target their ads effectively.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.