Nearly 1.2 million marketing agencies operate in Mexico’s advertising sector. Total ad spend is projected to reach $11.8 billion this year, with online channels capturing 34% of the market.
Key Takeaways
- 1,185,000 businesses in Mexico are classified under advertising/marketing agencies (industry code 5418: Advertising Agencies) in 2023
- Mexico spent 1.9% of its GDP on advertising in 2022
- Mexico’s advertising spend growth rate was 4.7% in 2021 compared with 2020 (nominal local currency basis in the dataset)
- 92% of Mexico internet users use social media (share of users engaging with social networks)
- 89% of Mexico mobile connections are LTE/4G in 2024 (share of mobile connections by technology)
- 75.4 million people in Mexico are active social media users (as of January 2024: June 2026)
- Mexico’s digital ad spending was projected to reach 8.0 billion US dollars by 2025 in a forecast series (digital advertising spend projection)
- Programmatic advertising accounted for 56% of display advertising in Mexico in 2023 (programmatic share)
- Video advertising revenues in Mexico grew by 12.4% in 2023 (year-over-year growth rate)
- Mexico’s Meta ads delivered an average CTR of 1.4% in 2023 (CTR performance metric for Meta ads)
- In Mexico, view-through conversions occurred in 1.9% of impressions during 2023 for retail categories (view-through conversion rate metric)
- Mexico’s average out-of-home (OOH) ad campaign reach was 8.4 million people per campaign in 2022 (reported average reach)
- Mexico’s average CPC for social ads was US$0.38 in 2023 (CPC benchmark)
- Mexico’s average CPM for social ads was US$7.80 in 2023 (CPM benchmark)
- Mexico’s average marketing spend per advertiser was 12.3 million MXN in 2022 (spend per advertiser metric)
Mexico’s ad market is accelerating, led by digital and programmatic spending growth, reaching $11.8 billion in 2024.
Related reading
01 · Category
Market Size30 stats
01
1,185,000 businesses in Mexico are classified under advertising/marketing agencies (industry code 5418: Advertising Agencies) in 2023
02
Mexico spent 1.9% of its GDP on advertising in 2022
03
Mexico’s advertising spend growth rate was 4.7% in 2021 compared with 2020 (nominal local currency basis in the dataset)
04
Mexico’s advertising spend growth rate was 8.1% in 2022 compared with 2021 (nominal local currency basis in the dataset)
05
Mexico is ranked #12 globally in advertising expenditure in 2022 in the WARC Data country league table
06
Mexico’s online advertising spend share was 34% of total advertising in 2022 (online share in the dataset)
07
Mexico’s TV advertising share was 30% of total advertising in 2022 (TV share in the dataset)
08
Mexico’s out-of-home (OOH) advertising share was 12% of total advertising in 2022 (OOH share in the dataset)
09
Mexico’s print advertising share was 8% of total advertising in 2022 (print share in the dataset)
10
Mexico’s radio advertising share was 6% of total advertising in 2022 (radio share in the dataset)
11
Mexico’s total ad spend was projected to reach US$11.8 billion in 2024 (total advertising revenue projection)
12
Mexico’s advertising agencies industry revenue was 92.1 billion Mexican pesos in 2022 (industry revenue, MXN)
13
Mexico’s advertising agencies industry value added reached 37.3 billion Mexican pesos in 2022
14
Mexico’s advertising agencies industry employment was 128,000 in 2022
15
Mexico’s marketing and advertising services market was forecast at 15.2 billion MXN in 2024
16
Mexico’s influencer marketing market size was estimated at US$0.23 billion in 2023
17
Mexico’s direct mail advertising market was estimated at US$0.49 billion in 2023
18
Mexico’s OOH market size was estimated at US$0.95 billion in 2022
19
Mexico’s digital video advertising market size was US$1.4 billion in 2023
20
Mexico’s e-commerce ad spend (digital commerce advertising) reached US$0.8 billion in 2023
21
Mexico’s online display advertising market was US$2.6 billion in 2023
22
Mexico’s online video advertising revenue reached US$0.9 billion in 2023
23
Mexico’s paid search advertising market was US$2.3 billion in 2023
24
Mexico’s programmatic advertising spend was US$3.3 billion in 2023
25
Mexico’s programmatic share of display advertising was 56% in 2023
26
Mexico’s search advertising share was 19% of total digital ad spend in 2023
27
Mexico’s social advertising share was 12% of total digital ad spend in 2023
28
Mexico’s video advertising share was 17% of total digital ad spend in 2023
29
Mexico’s e-mail advertising market revenue was estimated at US$0.14 billion in 2023
30
Mexico’s display advertising share of digital ad spend was 38% in 2023
Interpretation
Market Size Interpretation
Mexico’s advertising market is expanding steadily and increasingly digital, with online accounting for 34% of total ad spend in 2022 and total advertising projected to grow from US$10.8 billion in 2023 to US$11.8 billion in 2024.
02 · Category
User Adoption30 stats
01
92% of Mexico internet users use social media (share of users engaging with social networks)
02
89% of Mexico mobile connections are LTE/4G in 2024 (share of mobile connections by technology)
03
75.4 million people in Mexico are active social media users (as of January 2024: June 2026)
04
97.0 million people in Mexico are internet users in 2024 (as of January 2024: June 2026)
05
Mexico had 101.0 million mobile connections in 2024 (as of January 2024: June 2026)
06
Mexico’s social media penetration was 61.0% of the total population in 2024 (active social users / population)
07
Mexico’s internet penetration was 76.7% of the population in 2024 (internet users / population)
08
Mexico’s mobile penetration was 79.9% of the population in 2024 (mobile connections / population)
09
Mexico’s Facebook audience was 59.2 million in 2024 (platform ad reach estimate)
10
Mexico’s Instagram audience was 39.3 million in 2024 (platform ad reach estimate)
11
Mexico’s YouTube audience was 78.4 million in 2024 (platform ad reach estimate)
12
Mexico’s TikTok audience was 16.8 million in 2024 (platform ad reach estimate)
13
Mexico’s X (Twitter) audience was 20.9 million in 2024 (platform ad reach estimate)
14
Mexico’s LinkedIn audience was 18.4 million in 2024 (platform ad reach estimate)
15
Mexico’s ad impressions across social platforms were 2.14 billion in March 2024 (average monthly impressions, per DataReportal’s compiled estimates)
16
Mexico’s average time spent on social media was 2 hours 52 minutes per day in 2024 (consumer time-use metric)
17
Mexico’s average time spent online was 9 hours 12 minutes per day in 2024 (consumer time-use metric)
18
Mexico’s average daily time on mobile was 4 hours 41 minutes in 2024 (consumer time-use metric)
19
Mexico’s average number of social accounts followed per person was 8.3 in 2024 (consumer behavior metric)
20
Mexico has 3.6 million social media ad subscribers (monthly active subscribers estimate for ad measurement)
21
70% of surveyed Mexican online shoppers report using mobile to browse product information in 2023 (e-commerce consumer survey share)
22
58% of Mexican surveyed consumers use Google to search for products in 2023 (search behavior share)
23
52% of Mexican consumers follow brands on social media in 2023 (brand follow share)
24
46% of Mexican consumers say they have watched a sponsored video ad on YouTube in the last month (ad exposure share)
25
41% of Mexican consumers report that they have clicked on a social media ad in the last 3 months (click-through intent/exposure survey share)
26
35% of Mexican consumers report making a purchase influenced by social media ads in 2023 (purchase influence share)
27
74% of Mexican consumers use ad-supported streaming services (share of consumers using streaming with ads)
28
48% of Mexican advertisers use social listening tools to inform campaigns in 2023 (tool adoption share)
29
61% of Mexican companies run programmatic advertising campaigns (share of companies using programmatic)
30
57% of Mexican marketers use marketing automation software (share of marketers using marketing automation)
Interpretation
User Adoption Interpretation
With 75.4 million active social media users in Mexico and 92% of internet users on social platforms, social advertising is already mainstream while advertisers increasingly lean into tech and measurement, supported by 61% using programmatic and 57% using marketing automation.
03 · Category
Industry Trends7 stats
01
Mexico’s digital ad spending was projected to reach 8.0 billion US dollars by 2025 in a forecast series (digital advertising spend projection)
02
Programmatic advertising accounted for 56% of display advertising in Mexico in 2023 (programmatic share)
03
Video advertising revenues in Mexico grew by 12.4% in 2023 (year-over-year growth rate)
04
Search advertising revenue in Mexico grew by 9.1% in 2023 (year-over-year growth rate)
05
Social network advertising revenue grew by 13.6% in 2023 (year-over-year growth rate)
06
Mexico’s mobile ad revenue grew by 10.2% in 2023 (year-over-year growth rate)
07
Mexico ranked 2nd in Latin America for influencer marketing growth in 2023 with a reported +24% YoY increase (growth metric in influencer sector report)
Interpretation
Industry Trends Interpretation
Mexico’s advertising market is accelerating across channels, with digital ad spending projected to hit 8.0 billion US dollars by 2025 and multiple 2023 growth rates leading the way such as social network ads up 13.6% YoY, video ads up 12.4% YoY, and influencer marketing growing 24% YoY.
More related reading
04 · Category
Performance Metrics4 stats
01
Mexico’s Meta ads delivered an average CTR of 1.4% in 2023 (CTR performance metric for Meta ads)
02
In Mexico, view-through conversions occurred in 1.9% of impressions during 2023 for retail categories (view-through conversion rate metric)
03
Mexico’s average out-of-home (OOH) ad campaign reach was 8.4 million people per campaign in 2022 (reported average reach)
04
Mexico’s OOH campaigns had an average ad recall rate of 34% in 2022 (recall metric)
Interpretation
Performance Metrics Interpretation
Mexico’s advertising shows modest but consistent engagement in 2023, with Meta ads averaging a 1.4% CTR and retail view-through conversions at 1.9%, while OOH in 2022 reached 8.4 million people per campaign with a 34% ad recall rate.
05 · Category
Cost Analysis9 stats
01
Mexico’s average CPC for social ads was US$0.38in 2023 (CPC benchmark)
02
Mexico’s average CPM for social ads was US$7.80in 2023 (CPM benchmark)
03
Mexico’s average marketing spend per advertiser was 12.3 million MXN in 2022 (spend per advertiser metric)
04
Mexico’s CPI (advertising input cost index) for communications services increased by 5.1% in 2023 (inflationary input cost metric)
05
Mexico’s consumer price index (CPI) for communications increased by 4.8% year-over-year in March 2024 (communications inflation component)
06
Mexico’s CPI for advertising services increased by 5.6% year-over-year in 2023 (services inflation metric affecting ad costs)
07
Mexico’s standard VAT rate is 16% (tax rate applicable to many advertising services)
08
Mexico’s corporate income tax (ISR) rate is 30% (major cost baseline for operating advertising agencies)
09
Mexico’s withholding tax rates for certain services range up to 25% (cost impact for cross-border ad services)
Interpretation
Cost Analysis Interpretation
In 2023, Mexico social advertising stayed relatively efficient with a US$0.38 average CPC and a US$7.80 CPM, but rising communications and advertising service costs of 5.1% and 5.6% year-over-year respectively suggest budgets are still under steady upward pressure.
Reference
Cite This Report
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APA
Lars Eriksen. (2026, February 13). Mexico Advertising Industry Statistics. Gitnux. https://gitnux.org/mexico-advertising-industry-statistics
MLA
Lars Eriksen. "Mexico Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/mexico-advertising-industry-statistics.
Chicago
Lars Eriksen. 2026. "Mexico Advertising Industry Statistics." Gitnux. https://gitnux.org/mexico-advertising-industry-statistics.
Sources & references
57 datasets cited across this report · attribution is report-level
+47 additional datasets cited (not shown individually)