By Pedro Valenzuela Parcero
According to Integralia, a think tank based in Mexico City, during this electoral process there will be a total of 24.5 million advertising spots for political parties and candidates. In 2007, changes to the law were made in order to control the access of the parties and candidates to radio and TV. Those changes were a product of the controversial 2006 Presidential Election and are the current normative framework under which campaign advertising is being regulated for the 2015 midterm elections.
Two basic ideas were behind the regulation for campaign advertising. First, it guarantees equity for the candidates and proportionality for the parties, according to previous voting levels. Second, it eradicates negative campaigns. To do that, a special committee was created with the objectives of 1.) allocating times for TV and radio promotion and 2.) knowing and approving all the advertisements.
Following Integralia’s report, the private value of the broadcasts in Mexico City and Estado de México will only be around $1,043,000 USD. The PRI will be able to transmit 5.5 million spots, the PAN 4.7 million, and the PRD 3.6 million. This contrasts both with the newer parties such as MORENA, PH, and ES, which will have around 1 million spots each, and with the independent candidates, which will only have access to 342,504 advertising spots.
With this in mind, it is good to analyze the messages that the parties will be transmitting to the citizens over the next two months. For that purpose, here are some spots and the multimedia accounts for all of the parties, where one can analyze their TV and radio spots (all the spots are in Spanish):
And if you want to check out PT, PH, ES, and independent candidates advertising plus a complete list of all the local and federal advertising by party visit here.