Investment in advertising in Mexico, below developed countries

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The investment in advertising of Mexican companies continues to be below the levels of other countries, which impacts on economic growth in the country, according to data from Asociación Mexicana de Agencias de Publicidad (AMAP).

The growth of advertising investment in Mexican media in recent years has increased steadily to reach US$8.6 billion in 2017, still insufficient to place Mexico among developed countries.

"Mexico is an underdeveloped country in terms of investment in communication, since investment in communication has a high impact on the economy, since in 2017 for every US$0.05 invested in advertising, US$0.84 was generated in GDP, while for each amount invested, private consumption of US$0.54 was generated," said Sergio López Zepeda, executive president of AMAP.

For López Zepeda, advertising investment represented 0.65% to 0.91% of GDP when in other markets, even smaller than Mexico, such as Colombia, investment is 1.9%; and in others similar to Mexico, such as Brazil, it is 2.5% of GDP.

The executive president of AMAP revealed that the total investment in communication in 2017, the investment made for media was 40% for open television and 7% for closed television.