Advertising spend in Mexico  – the second biggest media market in Latin America, after Brazil – rose eight per cent last year, to US $4.1bn, the Mexican Association of Advertising Agencies (AAM) reports. 

The Media Industry Value Study, carried out by KPMG for AAM, shows that broadcast TV claimed 58 per cent of the adspend, with pay-TV pulling just six per cent. Radio and outdoor advertising accounted for nine per cent each, newspapers took eight per cent, magazines four per cent, the Internet just three per cent and cinema two per cent.

AAM predicts there will be a five per cent fall in adspend this year, due to the global financial crisis and also swine flu, which has affected local tourism and events. AAM president, Franny García Domínguez, commented: “The second half of 2009 will be filled with new challenges. If we truly want to stimulate media investment we will definitely have to work hard.”