Abstract
In professionalized election campaigns, political parties and/or candidates present their policy proposals to the electorate and seek to maximize votes, primarily, through media appeals. The purpose of this paper is to content-analyze all media appeals (30 second spots) broadcasted by Mexican political parties during the 2015 mid-term congressional elections, in order to identify their campaign strategies. The results show an increasing level of professionalization and centralization of media-based electoral strategies. They also show that attack ads were a central component of parties and candidates media strategies during the campaign.
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