Alvaro Jimenez Gonzalez climbed up to try to get rid of the explicit footage, as he was worried it could cause an accident.
Drivers had been slowing down to stare and take pictures, creating hazardous conditions on the road.
But he slipped and fell to his death while trying to get rid of the film playing on a loop showing a woman using a sex toy between her legs.
The director of the fire brigade, Raul Esquivel, confirmed that a fireman had died.
He said: ‘We regret the death of our pal Alvaro Jimenez Gonzalez from the fire brigade.
Credit: CEN
‘All the support of our institution and of the government of Mexico will go to the family of our friend.’
The company who own the advertising board apologised to anyone who had seen the video in San Antonio, Mexico City, which they believed was shown due to hacking.
A spokesman for Carteleras.com, said: ‘We know the discomfort of this to passersby, drivers and society in general.
‘Therefore we are investigating the case with authorities.’
One motorist on the Periferico Sur motorway used his phone to record the giant advertisement panel as it displayed the porn in the middle of the day.
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