Ok so I’m the first to admit when it comes to ccTLD’s, I’m far from an expert and have very few ccTLD domains.
However I know what I see.
Over the last couple of weeks, I’ve had the opportunity to watch some Sky TV (equivalent to Directv or Dish in the states) out of Mexico.
Sky has some US programming like ESPN, but all the commercials are from Mexico for a Mexican audience (of course they have a ton of spanish programming as well).
Here’s what I noticed when it comes to domains and TV commercials in Mexico.
99% of the commercials that promote a website promote the ccTLD and not the .com, and 100% of the commercials that promote a ccTLD site use the 2nd level ccTLD of .com.mx and 0% are using the 1st level of .mx.
I have seen a lot of .MX domains hitting the auction market over the last couple of months and I even picked a couple up over at Bido.
But now that I’ve had the opportunity to watch a little TV from Mexico what I see is every company’s that has both the .com.mx and the .mx versions are using the .com.mx to advertise.
Of course for a non-ccTLD expert, this is counter intuitive.
I would expect that companies would use a 1st level ccTLD over a 2nd level, but that’s Not what I saw, time and time again.
Check out Chevrolet.mx for example, you will see it redirects to chevrolet.com.mx, its official site in Mexico.
Google uses Google.com.mx.
Google owns Google.mx, but they don’t even forward it to Google.com.mx, the domain simply doesn’t resolve.
What does this all mean for .Mx domains?
That’s for you ccTLD experts to figure out.
However it would seem if all the big boys are using .com.mx it should be pause for concern as to the value of .mx domains.
After all that’s why none of us like .Travel, you never see it in use.
One of the reasons I never played in the ccTLD market is I thought you really need a feel for the language and culture which I never had for another country.
In the case of .Mx that might really come in handy.