While traditional TV still commands massive audiences in Mexico, the media landscape is rapidly transforming as streaming services gain ground, digital platforms explode, and radio holds its own amidst a complex, multi-billion dollar industry fueled by telenovelas, sports, and an ever-evolving advertising market.
Key Takeaways
- TelevisaUnivision dominated with a 62% audience share in primetime TV slots during 2022
- Pay-TV subscribers in Mexico reached 22.5 million in 2023, up 4% from 2022
- Over-the-top (OTT) video services had 45 million users in Mexico by mid-2023
- Mexico's radio industry revenue was $450 million USD in 2023
- Radio listenership reached 85% of Mexicans aged 12+ weekly in 2023
- FM stations outnumbered AM by 4:1 with over 1,800 FM licenses in 2023
- Print media circulation in Mexico fell 15% to 8.5 million copies weekly in 2023
- El Universal newspaper had 120,000 daily print copies in 2023
- Magazine market revenue dropped to $180 million USD in 2023
- Mexico's digital media revenue hit $2.8 billion USD in 2023
- Internet users engaging with news online: 68 million monthly 2024
- Social media news consumption: 55% of users weekly in 2023
- Mexico total media ad spend reached $6.5 billion USD in 2023
- Digital ads 52% of total ad market share in 2023
- TV ads still 28% of total spend at $1.9 billion 2023
Mexico's media landscape balances traditional TV dominance with strong digital growth.
Advertising
- Mexico total media ad spend reached $6.5 billion USD in 2023
- Digital ads 52% of total ad market share in 2023
- TV ads still 28% of total spend at $1.9 billion 2023
- OOH advertising revenue $450 million up 6% in 2023
- Influencer marketing spend $250 million in Mexico 2023
- Retail media networks emerged with $180 million spend 2023
- Programmatic ads volume 65% of digital buys in 2023
- Brand safety issues affected 12% of digital campaigns 2023
- CTV ad impressions grew 40% to 50 billion in 2023
- Social media ads $1.2 billion, 40% of digital total 2023
- Audio ads including podcasts $120 million in 2023
- DOOH dynamic screens numbered 25,000 in Mexico 2023
- Affiliate marketing revenue $90 million growth 2023
- Ad fraud losses estimated $200 million in digital 2023
- Shopper marketing integration $300 million spend 2023
- Video ads completion rates averaged 78% on mobile 2023
- Native ads preferred by 62% of marketers in 2023 survey
- Total addressable market for ads $7.2 billion projected 2024
- Gaming ads revenue $150 million emerging segment 2023
- Cross-media campaigns 45% of budgets in 2023
- ROI measurement tools adopted by 70% agencies 2023
- Sustainability-themed ads up 18% in media 2023
- First-party data usage 55% in ad targeting 2023
- Event sponsorships $400 million tied to media 2023
Advertising Interpretation
While digital ads have officially dethroned traditional TV in Mexico's $6.5 billion media kingdom, the landscape is a lively brawl where influencers, retail media, and even billboards are elbowing for attention, all while brands nervously eye the $200 million toll of ad fraud.
Digital
- Mexico's digital media revenue hit $2.8 billion USD in 2023
- Internet users engaging with news online: 68 million monthly 2024
- Social media news consumption: 55% of users weekly in 2023
- Online video views averaged 120 minutes daily per user 2023
- Digital ad spend surpassed $1.5 billion in Mexico 2023
- YouTube monthly active users: 80 million in Mexico 2023
- Online news sites reached 52% trust rating in 2023 survey
- TikTok video consumption for news: 28% among 18-24s 2023
- Streaming audio users: 35 million monthly in 2023
- Facebook news reach: 45 million users monthly 2023
- E-commerce media integration ads grew 25% in 2023
- Mobile news app usage: 62% of digital news consumers 2023
- Instagram influencers monetized media: 50,000 active 2023
- Digital paywalls adopted by 15 major news sites in 2023
- Online gaming media revenue: $900 million in 2023
- WhatsApp used for 40% news sharing in Mexico 2023
- Programmatic digital ad buying: 70% of total digital spend 2023
- VR/AR media trials reached 2 million users 2023 pilots
- Email newsletters subscribers: 25 million for top publishers 2023
- Digital content piracy losses: $500 million estimated 2023
- OTT SVOD subscribers: 28 million in Mexico 2023
- Twitter (X) real-time news engagement: 30 million monthly 2023
- Native digital ads ROI 3.2x higher than display 2023
- User-generated content platforms: 60% news source for Gen Z 2023
- Digital media CAGR 12% projected to 2028
Digital Interpretation
While Mexico's digital landscape thrives on a potent cocktail of 80 million YouTube addicts, 68 million news-hungry internet users, and 55% of the population getting their weekly drama fix from social media, the industry's $2.8 billion revenue party is constantly being crashed by a $500 million piracy headache, proving that where there is a viral trend, there is both a savvy marketer and a clever bootlegger not far behind.
- Print media circulation in Mexico fell 15% to 8.5 million copies weekly in 2023
- El Universal newspaper had 120,000 daily print copies in 2023
- Magazine market revenue dropped to $180 million USD in 2023
- Reforma daily sales averaged 95,000 copies in Mexico City 2023
- Newspaper ad revenue was $320 million in 2023, down 8% YoY
- 45% of print readers also consume digital versions daily 2023
- Total newspaper titles active: 250 in 2023
- Comic supplements reached 2 million readers weekly 2023
- Print media recycling rate achieved 75% in major cities 2023
- La Jornada print run 60,000 daily with focus on opinion 2023
- Magazine subscriptions declined to 1.2 million in 2023
- Regional newspapers accounted for 40% of total circulation 2023
- Newsprint import costs rose 20% impacting print viability 2023
- Sunday editions boosted circulation by 30% for top dailies 2023
- Print ad pages down 12% to 1.5 million annually 2023
- 28% of adults read print newspapers weekly in 2023 survey
- Specialized trade magazines numbered 500 in 2023
- Average print newsstand price increased 10% to $15 MXN 2023
- Print media workforce reduced by 5,000 jobs since 2020 to 2023
- Digital replicas generated 20% of print revenue in 2023
- Women's magazines led segment with 35% market share 2023
- Print closures: 25 newspapers shuttered in 2023
- Library print subscriptions: 4,000 institutional in 2023
- Color printing adoption 95% in dailies 2023
- Print market CAGR -4.2% projected to 2027
Print Interpretation
In Mexico's print media, the patient is still alive—arguing over the Sunday comics with 2 million friends, recycling diligently at 75%, and paying 20% more for the privilege—but it's being slowly but surely digitized into an obituary, shedding 5,000 jobs and 15% of its circulation as it goes.
Radio
- Mexico's radio industry revenue was $450 million USD in 2023
- Radio listenership reached 85% of Mexicans aged 12+ weekly in 2023
- FM stations outnumbered AM by 4:1 with over 1,800 FM licenses in 2023
- Morning drive-time radio averaged 2.8 hours daily listenership in 2023
- Grupo Radio Centro held 25% market share in Mexico City 2023
- News/talk formats captured 32% of total radio airtime in 2022
- Car radio usage accounted for 55% of all listening occasions 2023
- Radio ad spend grew 5% to $380 million in 2023
- 72% of adults tuned into radio daily in urban areas 2023
- Regional Mexican music dominated with 42% airplay share 2023
- Podcast integration boosted radio apps to 15 million monthly users 2023
- Public radio stations numbered 150 with 10% national coverage 2023
- Radio revenue per listener averaged $2.10 annually in 2023
- Sports radio listenership peaked at 18 million during leagues 2023
- Digital radio streaming grew 22% YoY to 8 million users 2023
- Top station W Radio had 12% share in key markets 2023
- Radio music licensing fees totaled $50 million in 2023
- 65% of 18-34 year-olds listen via mobile apps weekly 2023
- Border radio stations influenced 20% cross-border listenership 2023
- Radio ad effectiveness rated 4.2/5 by marketers in 2023 survey
- Community radio licenses issued: 450 active in 2023
- Average station revenue $250,000 USD yearly in 2023
- Talk radio calls averaged 5,000 per top show daily 2023
- Radio market projected CAGR 2.8% to 2028
Radio Interpretation
Despite commanding an enviable 85% weekly reach and a fiercely loyal audience of 2.8-hour morning commuters, Mexico's radio industry, a $450 million giant fueled by Regional Mexican music and talk, must cleverly tune into its digital future—where streaming and podcasts are growing—to ensure its projected 2.8% growth doesn't become just static.
Television
- TelevisaUnivision dominated with a 62% audience share in primetime TV slots during 2022
- Pay-TV subscribers in Mexico reached 22.5 million in 2023, up 4% from 2022
- Over-the-top (OTT) video services had 45 million users in Mexico by mid-2023
- Traditional free-to-air TV still captured 78% of total TV viewing time in 2022
- TV advertising spend in Mexico totaled $1.8 billion in 2023
- 92% of Mexican households owned at least one TV set in 2023
- Smart TV penetration reached 35% of TV households in 2023
- Telenovelas accounted for 25% of prime time programming on major networks in 2022
- Cable TV market share was 28% of total TV subscriptions in 2023
- TV news consumption via broadcast reached 65% of adults weekly in 2023
- Televisa's Las Estrellas channel had 18.5 rating points average in 2023
- Streaming platforms overtook linear TV in 18-34 age group with 52% usage in 2023
- Mexico's TV export value to Latin America was $150 million in 2022
- Public broadcaster Once TV reached 5 million daily viewers in 2023
- 4K TV adoption stood at 12% of households in urban Mexico 2023
- Sports programming drove 22% of TV ad revenue growth in 2023
- TV remote consumption averaged 4.2 hours per day per person in 2023
- Azteca 7 channel grew audience by 7% YoY to 14.2 points in 2023
- IPTV services expanded to 8 million subscribers by end-2023
- Local content quotas mandated 50% Mexican production on TV in 2023
- Evening news shows averaged 15 million viewers nightly in 2022
- TV market CAGR projected at 3.5% through 2027
- 68% of rural households rely solely on free-to-air TV in 2023
- Reality TV formats increased 15% in airtime during 2023
- TV station count reached 1,200 nationwide in 2023
- Women aged 35-54 represented 28% of TV audience peak demo 2023
- Ad-supported streaming TV users hit 12 million in 2023
- FIFA World Cup coverage drew 35 million peak viewers on TV in 2022
- TV content piracy affected 40% of viewership in 2023 estimates
Television Interpretation
Mexico's television landscape is a masterclass in controlled chaos, where the stubborn, towering reign of broadcast TV clings to its throne even as its bricks are being steadily stolen for the digital castle next door, proving that in a country glued to its screens, the remote control is the real seat of power.
Sources & References
- Reference 1NIELSENnielsen.comVisit source
- Reference 2IFTift.org.mxVisit source
- Reference 3STATISTAstatista.comVisit source
- Reference 4REUTERSINSTITUTEreutersinstitute.politics.ox.ac.ukVisit source
- Reference 5IABMEXICOiabmexico.comVisit source
- Reference 6DATAREPORTALdatareportal.comVisit source
- Reference 7PWCpwc.comVisit source
- Reference 8TVAZTECAtvazteca.comVisit source
- Reference 9PEOPLEpeople.com.mxVisit source
- Reference 10OBSobs.coe.intVisit source
- Reference 11SCJNscjn.gob.mxVisit source
- Reference 12INEGIinegi.org.mxVisit source
- Reference 13PRODIFYprodify.com.mxVisit source
- Reference 14IIPAiipa.comVisit source
- Reference 15GRUPORADIOCENTROgruporadiocentro.com.mxVisit source
- Reference 16BILLBOARDbillboard.comVisit source
- Reference 17WRADIOwradio.com.mxVisit source
- Reference 18SACMsacm.org.mxVisit source
- Reference 19FCCfcc.govVisit source
- Reference 20RADIOINKradioink.comVisit source
- Reference 21ELUNIVERSALeluniversal.com.mxVisit source
- Reference 22REFORMAreforma.comVisit source
- Reference 23JORNADAjornada.com.mxVisit source
- Reference 24ANPanp.com.mxVisit source
- Reference 25PRODEXprodex.com.mxVisit source
- Reference 26CANIEMcaniem.org.mxVisit source
- Reference 27SNRTVsnrtv.orgVisit source
- Reference 28RSFrsf.orgVisit source
- Reference 29SEPsep.gob.mxVisit source
- Reference 30DIGITAL2023MEXICOdigital2023mexico.comVisit source
- Reference 31PARROT-ANALYTICSparrot-analytics.comVisit source
- Reference 32EMARKETERemarketer.comVisit source
- Reference 33OAAAoaaa.orgVisit source
- Reference 34AFFILIATE-MEXICOaffiliate-mexico.comVisit source