The Alliance for the Strategic Value of Brands (AVE), the Media Research Council (CiM) and IAB Mexico present the Total Media Value Study 5th Edition. This study reflects current trends in advertising investment from 2019 to 2023, highlighting the evolution of the industry and covering both analog media and digital platforms and formats.
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In this fifth edition, the study reveals continued growth in advertising investment , reaching more than 134 million Mexican pesos in 2023, led by digital advertising, followed by free-to-air television, pay television and outdoor advertising (OOH).
For the third consecutive year, open television showed growth, reaching $29,291 million pesos in 2023, while pay television reached $8,450 million pesos, consolidating the importance of traditional media within advertising strategies.
Outdoor advertising (OOH) stood out with an investment of $9,119 million pesos, showing remarkable resilience and adaptation in an increasingly digitalized advertising environment.
In turn, advertising on digital platforms of the different media continues to consolidate itself as the main component of advertising investment in Mexico, with an investment of $79,911 million pesos, representing 59.2% of the total investment in media, and positioning Mexico as one of the leaders in Latin America in the adoption of digital advertising strategies.
Conclusions
In 2023, advertising investment in Mexico continues with a posit atb directory ive growth trend thanks to the adaptation of linear media such as OOH, radio and television, in line with the evolution of the media ecosystem in the country.
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These results highlight the need for a multi-channel strategy that capitalizes on the innovation, reach and credibility of all media in both digital and traditional delivery. The digital enviro it is a moving structure. nment has democratized access to advertising, opening up great opportunities for more companies to expand their impact.
With private consumption on the rise, advertising is emerging as a key driver for driving a virtuous circle in the Mexican economy, benefiting both businesses and society as a whole.
