Advertising in Mexico
By: Evan Baxter
Communications Major
Introduction: Mexico and
Advertising
 Mexico has a population of approximately 111,700,000
people. In that large of a population, millions of people
come across different advertisements every day.
 There are approximately 32,000,000 internet users and
in a study from 2003. 1 of 5 Mexicans own a television
so there is a decent but not large market in Mexico.
 The purpose of my presentation is to show the value of
advertising in Mexico and how education is benefitted
from advertising
Advertising in Mexico
 Mexico spends about 2 billion dollars for advertisements
a year
 Experts say that any American products sells
successfully
 Slightly more than 65 percent of the advertising peso is
spent on television, with more than 80 percent of that
going to Televisa, a communications giant that operates
three nationwide networks.
 Companies that are heavily advertised in Mexico are
Coca-Cola, Frito-Lay’s Sabrita Chips, and Bimbo Bread
Mexican Advertising Struggles
 The Mexican advertising as a whole is a struggling
business. The fairly small size of the Mexican consumer
market and the dislike of Mexican businesses to
spending on advertising have made this a reform age for
the country's advertising industry.
 Many top ad agencies are not based in Mexico. Many
Mexican agencies have survived by allying with
international companies, which tends to obscure the
smaller agency's identity.
Struggles Continued
 Television advertising is the most effective medium in
Mexico. Like the U.S. there are restrictions for certain
products for when and where they can be shown. Ads for
cigarettes and hard liquor are only after 10 P.M, as are
commercials for condoms.
 Another problem for Mexican ad agencies is that
commercials are very expensive ($150,000 per minute).
Small business cannot afford that kind of advertising so
they must settle for other mediums.
 Because about half of the population is under the age of 25,
it is hard to market to the older demographics.
 Advertisers do not even consider people under the age of
25 to be active consumers because they typically do not
have the funds to be in that status.
 In all of Mexico, only 12,000,000 people are considered to
be active consumers
Better Future Ahead
 These days there is a brighter outlook for Mexican media
while they try to extend their markets to the U.S..
 Because 60% of Hispanics that come into the U.S. are
Mexican, Mexican media can target that audience in the
America. The most effective advertising states are the
border states like Arizona, New Mexico, Texas, and
California.
 A prime example is El Latino magazine. In their
publication, they advertise real estate. In Mexico, an
average sized home is $150,000 compared to right over
the border where the price is around $600,000. This has
helped in Americans buying Mexican homes.
Projects Helping Mexican Schools
 The Mexican School Project is a
fundraiser by a high school in
Medicine Hat, Alberta, Canada.
 They raised $7,000 to help
develop Mexican schools in Pedro
Moreno and with help from the
Sunrise Rotary Club they raised
another $2,500 for school
supplies
 The Mexican government also
decided to match what they
raised. By 2010, the schools were
almost finished.
Projects Helping Mexican Schools
 The Camilla Rotary Club and the Bainbridge Rotary Club
joined forces to create their own Mexican School Project.
 Led by Camilla Rotary Club member Marlene Free, the
Mexican School Project raised $26,000 for Puerto Vallarta,
Mexico’s schools
 They bought 20 computers for two middle schools,
furniture, and 50 pairs of glasses
 Their fundraising also included basic baby-sitting and care,
physical hygiene bathing, healthy nutrition, physical therapy
and general rehabilitation, special education classes, speech
therapy, hydro massage, recreational therapy including
music, singing, and dancing, art therapy and access to
specialists.
 They continue receiving grants from the International
Rotary Club to keep this helping trend going
How My Major Can Assist the
Development of Mexican Schools
 In my major of communications, media is the main
focus. It’s mostly about getting the word out to as many
people as possible.
 A career like advertising can be a great way to help and
promote fundraisers and receive grants from people and
companies.
 Advertisements or stories could be broadcasted over
television, radio, magazines, newspaper and internet
about non-profit organizations looking to help this cause.
 These ads could tell the public where to donate, how to
donate, and if they would like to volunteer, how they
could go about doing that.
Bibliography
 (2006). The World Factbook: Mexico. CIA. Retrieved from:
https://www.cia.gov/library/publications/the-worldfactbook/geos/mx.html
 DePalma, Anthony. (1994) The Media Business: Advertising;
Mexican Attitudes Shift to U.S. Goods. The New York Times.
Retrieved from:
http://www.nytimes.com/1994/11/23/business/the-mediabusiness-advertising-mexican-attitudes-shift-in-flood-of-usgoods.html?pagewanted=all&src=pm
 Johnson, Bob.(2011). The Sunrise Rotary Rides Again. The
Mexican School Project. Retrieved from:
http://www.mexicanschoolsproject.com/blog/
 Stripling, Sonia. (2009). Camilla Rotary Club lends helping
hand in Puerto Vallarta. Retrieved from:
http://www.camillarotary.org/Projects/projects.html