Advertising industry had a growth in investments of 5.9% in Mexico. However, experts estimate a smaller increase between 3% and 5%.
From Havas Group, Laura Bonilla, director of media and negotiations of the communications agency in Mexico, explains that there is no metric defined and it is too early to give accurate estimates, but there are brands that have decided to act cautiously.
"We are still in expectation of what will happen in the next six years, so some of our clients are stopping their investments until there is a sign of stability," said Bonilla.
Despite this uncertainty, Marcos Guijarro, CEO of iProspect Mexico, says that the trend indicates that investment in advertising will not stagnate.
"It may not reach 2018 levels, but will maintain its growth at 5%, because the market is becoming more competitive and brands will have to bet on generating content to stay in the mind of the consumer," said Guijarro.
Experts agree that this should be a booming year for the advertising sector, and estimate that it is an industry that drives the national economy.