News media increasingly cover elections as infotainment, highlighting conflicts and strategies instead of campaign themes and proposals. The personalization of politics could explain this phenomenon, either because of the design of some political systems, that concentrate power and visibility in individuals. or the personalized narratives of the media. To investigate its impact on political coverage, we conducted a comparative content analysis of frames related to infotainment in the Mexican press, between a presidential election, highly personalized, (2012) and a congressional one (2015). Findings show a tenuous association between the personalization of election and such frames.