I dont know Massas wife (I dislike seeing her in every picture) but Insaurraldes 'wife' is Jessica Cirio, a proffesional GATO. A whore. Everyone knows that, she has been with complete futbol teams in one night. Even a former Boca president, Pedro Pompilio, died having sex with her.
My opinion is that this fake or show off romances have a target population, the Doñas Rosas, the Mirthas and Normas, + 60 years old who like Gente, Caras, etc. Retired people, good consumers of TV, especially in the afternoon. Those ladies like families a lot (that also explains Macris persistence with his daughter Antonia, mentioning her every time he can, or even Menems son, both kids born suspiciously in the middle of political campaigns). Buenos Aires, like a lot of european or delvelopment world cities, has a demographical problem, which is, it has an aged population. I know this cause I studied it. And considering all this people vote, they have a huge wieght in the electorate, like 20%, or even more.
Anyways, its not something new that appearing with the wife or with the family gives you a lot of porcentual points on positive image.