PR insights from Mexico
Photo by Jezael Melgoza on Unsplash.
As the 15th largest global economy, Mexico is *the* gateway to Latin America. With its vibrant and diverse culture, rich history, delicious culinary traditions, and rapid urban growth, Mexico has quickly become a destination hotspot for many. 🌯
It is also home to one of the highest concentrations of media in the world, making it an incredibly attractive spot for businesses and investment.
What to learn more? Our associate, Deborah Jacob, shares her insights on the Mexican media landscape:
🇲🇽 Televisa and TV Azteca are the dominant TV channels, recognised by a large part of the population. Radio also remains a significant medium, with radio stations including Radio Formula, Grupo Radio Centro, and W Radio leading the way in news and entertainment. Among newspapers, El Universal, Imagen, and El Financiero have the highest trust levels.
🇲🇽 In the current political and cultural landscape, there is a lot of distrust towards media outlets that align with specific political groups and a reduction in government advertising to non-aligned media.
🇲🇽 In the tech space, niche media outlets such as Computer World, Info Channel, and IT Sitio are key publications to be aware of. Influential figures like Pontón, Matuk, and Adrián Santos are important in this field and often share the latest gadget trends and tech news on YouTube and TikTok.
🇲🇽 Media consumption trends are shifting, with live TV viewership decreasing in favour of on-demand platforms like Netflix, YouTube, and Prime Video. For those aged 18-34, streaming ranges from 6 to 20 hours per week. Print media is increasingly moving to digital editions, and many are adopting paid subscriptions. Platforms like TikTok, YouTube, and podcasts are drawing audiences of all ages.
🇲🇽 When it comes to accessing news, television and social media are the primary sources in 2024, followed by news websites and radio. Printed newspapers are losing ground as digital media rises. Demographics show that Mexicans aged 45 and older watch the most TV, averaging over six hours daily, while those aged 18-34 are more focused on social networks. In fact, 70% of Mexicans are active on social media platforms, with Facebook leading the usage rate with 93.2%.
🇲🇽 The media industry continues to face challenges like staff and budget reductions, leading to overloaded newsrooms. Maintaining trust through accurate information continues to be crucial to combat fake news. For PR and communications professionals, exclusivity is highly valued by journalists, who prefer unique content over mass disclosure. Digital events have become more popular due to their convenience, though in-person experiences are still important in lifestyle segments.
🇲🇽 International brands interested in executing PR programmes in Mexico should focus on providing relevant, data-backed stories rather than commercial pitches. Building narratives with supporting data, opinion studies, and performance indicators are essential in securing coverage.
Keen to talk about how PRN can help you make an impact in Mexico? Please get in touch!