Investment in advertising in Mexico, below developed countries

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 Asociaci├│n 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 L├│pez Zepeda, executive president of AMAP.

For L├│pez 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.