World Media in 2005: Mexico

With the election of the first new president for 71 years in 2000, media in Mexico was shaken up. Sweeping changes have led to greater freedom of the press and TV remains ever popular.

Vicente Fox, a former Coca-Cola executive, governs Mexico. Elected in 2000 after 71 years of rule by the Industrial Revolutionary Party (PRI), Fox, who heads the National Action Party, is Mexico's first president to take power by free and fair elections.

But the mid-term elections in 2002 saw Fox's popularity slump. This may have been due in part to a severe recession in the US which hit Mexico hard. The economy has rallied slightly since then, so it's anyone's guess what the outcome of the 2006 elections will be.

Fox made no secret of the fact that he planned to fight the corruption and shady business practices that typified the former state's relationship with Mexico's media. There was a shake-up in Mexico's newspapers, with "establishment" papers being closed down or sold. Many papers in Mexico City, suddenly without government advertising keeping them afloat, made serious cuts. Drastic changes have led to greater freedom of the press.

The government has also made it more difficult for Mexico's premier media group, Televisa, to continue its stranglehold on the country's broadcast media. Televisa used to have a good relationship with the PRI. But a more competitive market has emerged, challenging its supremacy.

TV Azteca is Televisa's rival terrestrial TV station. It operates two networks and has an audience share of around 40 per cent. Its success is largely due to aping Televisa's traditional content but giving it a more contemporary feel. TV Azteca's telenovelas, for instance, have more daring storylines that extend beyond family sagas. Both Azteca and Televisa export their successful shows around the world.

Radio is popular in Mexico and more than 1,000 local and regional stations attract more adspend than newspapers and magazines combined.

Televisa is a tour de force in magazines with its publishing house, Editorial Televisa. Among its TV guides and football titles, Editorial Televisa produces the highest circulating women's glossies, Vanidades and Cosmopolitan.

A range of satellite and cable services have entered Mexico, but their success is still limited to wealthier sections of society. Vast swathes of the Mexican population still live in difficult conditions, often earning less than $5 a day. Consequently, millions of Mexicans searching for better-paid work still try to cross the border into the US.

ADVERTISING EXPENDITURE

USdollars million at current prices. All years based on US$1=

11.14 peso *Estimated

Total Newspapers Magazines TV Radio

1992 1,096 283 127 467 219

1993 1,668 321 172 840 335

1994 2,042 421 267 986 368

1995 1,345 324 175 651 196

1996 1,753 333 247 814 359

1997 2,523 438 350 1,322 413

1998 2,662 458 360 1,459 384

1999 2,955 525 369 1,594 466

2000 3,449 541 392 1,986 530

2001 3,562 557 409 2,102 494

2002 3,552 547 329 2,179 497

2003 3,635 496 300 2,041 799

2004 4,023 494 388 2,303 837

2005* 4,506 495 504 2,623 883

2006* 5,099 498 658 3,009 934

2007* 5,795 499 855 3,458 984

ADSPEND NOTES

1) Excludes agency commission at 15%

2) Excludes production costs

3) We are currently adjusting reported figures to reflect 75%

discounting from gross

4) Includes classified advertising

FACTFILE

HIGHEST CIRCULATING

Newspaper: ESTO (daily, 385,000)

Business magazine: Primero el Cliente (bi-monthly, 295,000)

Consumer magazine: Agenda Cinemex (monthly, 1,000,000)

Most-watched TV programme (2003): Big Brother - Grand Final

Best new TV format: Quiz shows are making a comeback

MAJOR LOCAL MEASUREMENT TOOLS

Circulation: Media Verifying Institute (IVM), Certified Audit of

Circulation (CAC)

Readership: Ipsos Bisma, Arbitron, Gallup, Nielsen

TV viewing: IBOPE AGB

TOP MEDIA OWNERS

Newspapers: Organizacion Editorial Mexicana, Compania Periodistica

Nacional

Magazines: Editorial Televisa, Editorial Nova

Television: Televisa, TV Azteca

LOWDOWN

Media topic du jour - The commoditisation of agencies.

Reigning media guru and why - Televisa's revered news anchor, Joaquin Lopez Doriga.

Media mogul to be seen dining with and why - Emilio Azcarraga, the chairman of Televisa. If he already has a dinner date, then Ricardo Salinas, the chairman of TV Azteca.

Car to drive - BMW.

Top-selling beer brand - Sol.

Phone to carry - The latest Nokia.

Whatever you do don't say... "Trust me, I'm a politician."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).