Digital budgets are booming in Mexico. Digital media involves a whole new way of thinking about advertising and making effective use of the possibilities, indexes and data offered by this technology.
In this article, Portada examines the state of Mexican media based on Alexa reports.
Digital media rankings in Mexico
Alexa is a simple tool for researching the most important sites by country. Their data comes from millions of users who use some of their navigation bars to browse the web, thus offering a representative sample of the behavior of Internet users in general.
According to Alexa’s Top 100 in Mexico, the most important media publishers in the country are the following:
Digital media rankings
Media | Topic | Ranking |
El Universal | News | 13 |
Esmas.com | Current affairs | 22 |
Mediotiempo.com | Soccer | 27 |
Milenio | News | 32 |
El Norte | Local news | 51 |
Reforma | News
| 54 |
Excelsior | News
| 56 |
CNN | News
| 60 |
De10.com.mx | Actualidad | 77 |
ESPN | Sports | 79 |
El Informador | Local news
| 80 |
Terra | Current affairs | 91 |
The following table shows a breakdown by sex and age of the largest number of users who visit each Mexican site.
Male users far outnumber females surfing the web, except for sites such as esmas.com, CNN and elinformador, where females make up the largest share of viewers.
With regards to age bracket, people between the ages of 18-34 are the most frequent Internet users browsing the country’s most-visited sites.
Demographics of Mexico's leading digital media
Media | Age | Sex |
El Universal | 18 – 34 | Male |
Esmas.com | 18 – 24 | Female |
Mediotiempo.com | 18 – 24 | Male |
Milenio | 18-34 | Male |
El Norte | 25-54 | Male |
Reforma | 35-44 | Male |
Excelsior | 18-44 | Male |
CNN | 35-54 | Female |
De10.com.mx | 18-34 | Male |
ESPN | 25-34 | Male |
El Informador | 18-34 | Female |
Terra | 18-24 | Male |
Editorial media vs. user-content sites
An important point to also understand is the difference between editorial media sites and sites with user-generated content. According to Alexa, the most important sites in Mexico are the latter—such as Facebook, which leads the pack in site visits in that country. Others who are also ahead of any other media publisher are Google, YouTube, Yahoo, Blogger, Windows Live, Twitter, Wikipedia and Mercado Libre—all based on information recovered from users or simply through the web.
The future: Specialized targeting
As we saw a few weeks ago in our interview with Mario Nissan regarding Aeromexico, one of the predictions for the future of digital media advertising is that there will be "more specialized media, with more specialized targeting."
Today, the ability to target ads by type of audience among sites like Facebook and newspapers such as El Universal is clearly uneven. Therefore, the future of these media publishers and their effectiveness as advertising platforms will not only rest on the traffic they attract, but also on the tools they give advertisers to specifically reach their target audience.
