The Influence Of Culture On Advertising In Mexico

"The media landscape and the influence of culture on advertising in Mexico"

Leo Dieter

Content

Media landscape

Hofstede analysis

Analysis of advertising

Media landscape

The media survey should cover the following information in as much detail as possible:

- Population (incl. breakdown by age, income etc)

- GDP, total, per capita

- number of households

- share of households with radio, TV, cable, video, Internet,

- media use (per medium, which age group)

- TV viewing time

Mexico is the most populous Spanish-speaking nation on earth, home to 117 million inhabitants, ranking among the 15 largest economies in the world.

28 percent of the Mexican people are younger than 15 years, 65 percent of the population is of working age,

https://data.oecd.org/gdp/gross-domestic-product-gdp.htm http://www.tradingeconomics.com/mexico/gdp Among the OECD countries, which represent mostly wealthy, developed countries, Mexico ranks the last for income inequality – the GINI coefficient is 0.5. Along with these circumstances comes a high poverty rate of 47 per cent.

One positive aspect is the unemployment rate of approx. 5 percent, one of the lowest among the OECD countries. Inflation has been moderately between three and five per cent.

There are 29 million households in Mexico, compared to three fourth who live in urban areas, one fourth of the population is settled in rural areas. The country is quite heterogeneous as 70 percent of the people are ethnically mixed, 20 percent Europeans and 10 percent are considered to be of indigenous origin. Around seven per cent of the Mexican people don’t speak Spanish, but an indigenous language. [p. 11]

The Christian country is represented by a 90 percent majority of Roman

Approximately 70 per cent watch Free-TV, followed by 22 per cent who watch Paid-TV daily. Only after that Radio and Internet are favoured for daily consumption. (see Figure) Whilst Television as a medium is under fire by new digital devices, its daily use doesn’t give the impression to diminish: “In 2005, the average TV viewing time per household was 527 minutes per day. By 2009, it had increased by 36 minutes. The TV viewing time per head rose from 265 minutes to 281 minutes over the same period.” (p.16)

But how do Mexican people get informed about the news? Due to the fact that there is a big proportion who does not yet use the internet, traditional media like newspapers, magazines and radio play an important role, as you can see below. It should be mentioned that when people decide to get an internet subscription, they change their source of news and information strictly in favour for the internet. The other media falls behinds subsequently. Online Newspapers gained in popularity among internet users, so the share of internet users who visited newspaper websites climbed up from 33 percent in 2008 to 54 percent in