Digital Ad Spending in Mexico Soars amid Slower TV Growth - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Digital Ad Spending in Mexico Soars amid Slower TV Growth

Digital ad spending to register double-digit annual growth rates through 2017

July 23, 2013 | Media Buying

Online ad revenues growth in Mexico continued to gain speed for a third consecutive year, according to a June 2013 Interactive Advertising Bureau México (IAB México) and PricewaterhouseCoopers (PwC) report. After dropping from an impressive 91% growth in 2008, the expansion has exceeded 30% each year since 2009, reaching MXN6.4 billion ($486 billion) in 2012, when it registered a solid 38% improvement.

Online Ad Revenues in Mexico, 2008-2012 (millions of Mexican pesos and % change)

eMarketer benchmarks its digital ad spending estimates, which include online and mobile ad spending, against IAB México figures. For the year 2012, digital ad spending amounted to $542.2 billion. Boosted by a growing smartphone user base that will represent 45% of all mobile phone users in 2014 and TV broadcasters’ plans to live-stream FIFA World Cup matches via online and mobile properties that year, digital ad spending will nearly double to break the $1 billion mark for the first time by next year.

Digital Ad Spending in Mexico, 2011-2017 (millions and % change)

But not all news has been positive in the advertising industry in Mexico. According to a June 2013 ZenithOptimedia report provided to eMarketer by Starcom MediaVest Group, TV ad spending registered negative changes of 4.8% and 5.6%, respectively, in 2011 and 2012.

The ZenithOptimedia finding, while an outlier, reflects a slowdown consensus over TV ad spending in Mexico. In June 2012 PwC estimated that TV ad spending will post single digit growth rates between 2011 and 2013—down from 23.8% in 2010—until 2014 when double digit rates (22.8%) will return. Similarly, a December 2012 GroupM estimate also predicted that growth in the category will remain in the single digits through 2013.

Ad Spending in Mexico, by Media, 2010-2015 (millions and % change)

Despite the recent slowdown, TV advertising is set to rebound this year and will certainly keep taking in the bulk of advertising dollars in Mexico, especially considering that 94.9% of households in Mexico had a TV in 2012, according to Instituto Nacional de Estadística y Geografía (INEGI) data. By comparison, only 32.2% of households had a computer and a lower 26% had an internet connection.

Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.