The double front of popularity
The numbers are overwhelming. Claudia Sheinbaum not only governs Mexico, but also dominates the approval ranking in Latin America with 72.3% citizen support. CB Global Data’s measurement for March 2026 places it above figures such as Nayib Bukele (71.8%) or Luis Abinader (58.7%).
This figure does not arrive alone. It is backed by a series of international recognitions that have put its name and management on the global map during the last year.
In April 2025, TIME magazine included her among the 100 most influential people in the world. In September it received the Public Officials Award for its water policies. And in December, The New York Times included her in its list of the 67 most elegant people.
But here’s the interesting thing: while approval rises, his government decides to move into completely different territory. And it is where politics becomes something tangible.
A commitment to national screens
The announcement came almost like a movie script: a package of measures to strengthen the Mexican film industry. It is not a minor issue when we talk about cultural identity and the orange economy.
The proposal has two clear axes. First, a fiscal stimulus of 30% in the ISR for audiovisual productions made here, with a key condition:
- At least 70% of the expenditure must remain in Mexican companies or workers.
Second, and this hurts the large distributors: it is proposed that 10% of the billboards in cinemas correspond to national productions, scheduled at decent times. That is, not at 2 pm on a Tuesday.
“The main challenge continues to be distribution,” they recognize from the sector, which competes against countries with much more juicy incentives.
What is this movement really looking for? Beyond the headlines, there is a strategic play. Consolidate Mexico as a competitive destination for international productions while ensuring that our own stories find an audience.
Popularity is measured in surveys, but it is built with decisions like this. Sheinbaum is betting that supporting Mexican cinema is not just cultural policy—it is connecting with that national pride that transcends ideologies.
Meanwhile, the approval numbers are still there, reminding the entire region who is calling the shots today in terms of citizen support. Political theater has many acts, and this one seems carefully choreographed.
