Advertising in Africa - Retaining a share of the pie (2016)
Document type: 150 pages in PDF - 24 Excel spreadsheets
Publication date: 15 July 2016
Number of pages: 150 pages
Advertising in Africa - retaining broadcast’s share of the pie (2016)
State of play (drivers & trends) - Revenues and forecasts to 2020 - Audience data points
Contact directory of advertising agencies
Advertising helps companies communicate, and is one of the main financial sources on which the majority of media in Africa survive. This report looks at how advertising is growing in different African country markets, revenues by country, projections, drivers for growth and current trends. It also touches on the differences in market share for broadcast radio and television.
It takes some of the available data on advertising spend by country in 56 African countries, and in the case of Ghana, looks at what impact discounting might have on projected figures.
The key segments studied in this report include:
TV, Radio, Print, Cinema, Out-of-home (OOH), and Digital advertising (including Social Networking and Mobile advertising).
This report is available from July 2016. It can be updated and customised upon request for additional fees to cover research costs.
In Excel spreadsheets:
- Advertising revenues by country (estimates in 56 African countries) and projections to 2020 for the African continent.
- TV advertising revenues by country (estimates in 56 African countries) and projections to 2020 for the African continent.
- List of key advertising agencies.
- Contact directory within 300 advertising agencies listed.
Release date: July 2016
Use of previous reports produced on the topic, press articles and media audience surveys.
Primary data was collected through on-site face to face interviews and phone discussions.
Advertising revenues by country were collected using three methods: directly from industry experts (analysts, associations, etc.), from agencies and using macro-economic data.
Table of Contents
Advertising in Africa - About this report
A growing middle-class
A large youth segment
Drivers and weekly Reach – What percentage each media segment achieves
Broadcast radio and TV growth as a proportion of total spend
Ghana Case Study – All that glitters is not gold
Changes in Audiences and Advertising – Future fragmentation
Changes in Audiences
Increased use of media
Access to more TV channels and radio stations
Increasing number of TV households
The Impact of Internet and mobile: a brand new game
Increases in wealth, differences of interests
Changes in Advertising
African countries where advertising is big
The explosion of advertising agencies
Massive investments from mobile operators
Advertising: Using 11 tricks to stand out!
An advertising revolution is taking place: new technologies to book adverts
Media audience surveys
The explosion of TV and Radio
Current issues in the advertising sector
• Recommendations for broadcasters
• Recommendations for advertisers and agencies
Data (Stats, Contact Lists, etc.) - Tables, Maps, and Charts in this report:
Table - Advertising spend – World vs. Africa - in 2015
Table - Africa Economic Statistics – 2016
Table : Foreign direct investment (FDI) to Africa - 2010 to 2014
Chart - Africa’s middle class - % of population in selected countries – 2014
Chart - FDI inflows in Africa, top 5 host economies in 2014
Table - Access to electricity figures in 7 selected African countries - 2015
Table – top 25 cities in Africa – number of inhabitants - 2015
Chart - Reality checks for consumer markets across Africa
Table - Population projections to 2050, the African continent, in million
Map - World Population – density by region, in 2016
Table - Sub-Saharan Africa - % of connections by technology (2G/3G/4G)
Table - Africa - smartphone penetration and projection in key countries, 2015 to 2020 (in million)
Chart – Future choice of handset brands – SA market, 2015.
Table - Senegal – Audience Share of Key Broadcasters (2013)
Table - Ethiopia: Top radio stations listened to on a daily basis
Table - Ethiopia: Top TV channels watched on a daily basis
Table - List of key cinema theater chains in Africa- 2016
Chart – Africa: Web penetration by country
Table – Internet Usage stats, 2015
Table – The growth of Facebook users in a selection of Sub-Saharan African countries (2010 to 2014)
Table - Facebook users in selected African countries - Nov. 2015
Table - Selected social media site rankings for selected African countries
Table - Ghana – TV rate card spend vs Actual spend
Table - Ghana – TV spend broken down into spot advertising and sponsorship
Table - Sub-Saharan Africa: radio and TV market liberalisation - September 2011 vs. March 2014
Table - Sub-Saharan Africa: number of radio and TV in 4 countries
Table - Summary - FTA terrestrial TV channels in Africa – comparison between June 2011 to 2016
Chart – Number of free-to-air terrestrial TV channels for 53 countries in Africa: June 2011 to 2016.
Table - Summary: DTT roll out stages by country in Africa - July 2016
Table - Forecasts by 2020 - # DTT channels in Africa
Table - List of TV channels in Africa dedicated to news - June 2016
Table - Top 10 markets in Africa: Number of TV Households by country - April 2016
Chart – Africa : The Growth of Feature and smartphone ownership and other devices
Table - Telecoms Statistics - Africa - to June 2016
Table - Top 10 countries in Africa for advertising expenditure - 2015
Table - Estimates for advertising revenues in Côte d'Ivoire - 2014, in Euros
Table - Number of advertising agencies by country – April 2016
Table - The five largest agencies, with their estimated worldwide revenues – 2014
Table - Largest agencies' networks in Africa, presence by country – 2016
Table - Top six advertisers' sectors in Africa – 2015
Table – Advertising awards - 2015/2016
Table – Key Audience survey agencies in Africa - 2016
Table - Top 25 countries with the largest number of FTA TV channels - 2016
Table: Issues affecting the advertising sector in Africa - 2016
Table - Issues reducing companies’ advertising investments in Africa - 2016
Chart - gaining a complete understanding of the highly fragmented retail industry - 2016
On separate Excel spreadsheets:
Short analysis – July 2016
Table - Africa: advertising revenues - projections 2015 to 2020 (in USD)
Table - Africa: advertising spend, TV advertising revenue by country - Population in Africa by country - in millions US$ - estimates for 2015 - (updated June 2016)
Table - Estimates for advertising revenues in Côte d'Ivoire, based on tariffs (TV, radio, Press, OOH) – 2014
Table - Top 15 Advertising markets in Sub-Saharan Africa (2006, 2009 and 2010 ad spend in US$)
Table - Top 10 Advertising markets in Africa - 2016 (in US$)
Table - Facebook users in selected African countries (Aug. 2010-Oct. 2011-Nov. 2015)
Table - Foreign direct Investment (FDI) in Africa by region - 2010 to 2014
Table - Africa: Telecoms Statistics - 2014, 2015, 2016
Table – Africa: Projection estimates for smartphone penetration in million people - 2015 to 2020
Advertising and Communication agencies in Africa (or focused on Africa) - contact directory (selection of 300 agencies) (2016)
Number of advertising and communication agencies in selected countries by advertising agency brand (selection of 1070 agencies) (2016)
Family trees: Number of advertising and communication agencies by country in Africa - advertising agency brand - A non-exhaustive list - key agency brands (2016)
Largest agencies in the World by revenue (2014)
Table - Top six advertisers' sectors in Africa – 2015
Top Advertisers in Africa (selection of 77 brands) (2016)
The African advertising ecosystem: Associations, awards, events & data agencies - contacts details where available (2016)
Media audience agencies by country in Africa -2016 (selection of agencies in 56 countries)
Francophone Africa - media advertising agencies (2016)
Table - List of key cinema theater chains in Africa (2016)
Issues affecting the advertising sector in Africa (2016)
Examples of adverts from Africa posted on YouTube with the # of views/likes. (2016)
Table – Advertising - key awards (sélection of 17 awards – 2016)
Loeries awards for communication campaigns - 2015 winners
Table - South Africa TV Ratings: 21–27 December 2015 (TV Audience) - Top 20 shows across TV channels
Optionnal at small extra fees
Number of inhabitants, households and TV households by country in Africa (2015)
Table - List of TV channels (terrestrial FTA and PayTV) by country in Africa - July 2016
Table - List of Radio stations by country in Africa - July 2016
Some of the organisations quoted in this report:
Advertising Media Forum (AMF)
Advertising Standards Committee (ASC) / ASBK
Africa Media Initiative (AMI)
agence française de coopération médias (CFI)
Association Camerounaise de Marketing Social - ACMS
Association for Communication and Advertising - ACA SA
Association of Communication Agencies – ACA - Mauritius
Association of Independent Publishers (AIP)
Association of Practitioners in Advertising (APA) of Kenya
Direct Marketing Association of South Africa (DMASA)
Forum of Community Journalists (FCJ)
Haurte autorité de la publicité, Cameroon
Independent Federation of Religious Broadcasters (IFRB)
Kenya Audience Research Foundation (KARF)
l'Association camerounaise pour une publicité responsable (Acpr)
Le Groupement des annonceurs du Maroc (GAM)
Pan African Media Research Organization (PAMRO)
PARC (Pan Arab Research Centre)
Print and Digital Media SA (PDMSA)
Rapaf - Réseau de l'Audiovisuel Public d'Afrique Francophone
South African Audience Research Foundation (SAARF)
The Advertising Standards Authority of South Africa (ASA)
The Broadcast Research Council of South Africa (BRC)
The Cristal Festival
The International Advertising Association (IAA)
The Marketing Association of South Africa, MA (SA)
The Marketing Society of Kenya (MSK)
The Media Owners Association
The national association of Broadcasters South Africa
The National Community Radio Forum (NCRF)
The SA National Editors Forum
Union Africaine de Radiodiffusion (UAR)
World Federation of Advertisers (WFA)
Press Release – 15th. July, 2016
Advertising in Africa: New report provides an industry health check
Advertising in Africa - retaining broadcast’s share of the pie (July 2016) is a new report published in July 2016 by Balancing Act, an independent consultancy and research company focused on ICT and media in Africa, that provides a health check of the advertising industry on the continent.
The report was produced to collect data about the industry on the continent and to highlight emerging trends.
The revenues of the advertising industry are crucial for a number of business sectors in Africa. The media in general and radio and television in particular thrive or contract on the money brands spend on them. Increasingly, mobile phones are becoming advertising channels and operators are getting revenues from this channel. As Africa is increasingly online, advertising money spent on digital banners and social media is growing in size and has become a key part of many online start-up business models.
For over a year, Balancing Act has studied market trends, innovations, weaknesses and opportunities, the impact of advertising in the media and in particular television advertising revenue. The report includes spreadsheets providing: advertising revenue by country; TV advertising revenue by country; and projections of advertising revenue by 2020 for the continent. This report provides advertisers, agencies, content producers, media and other players in this ecosystem a part of quantitative, qualitative information and contact details they need to assess market conditions, identify trends, seize opportunities, make purchase and investment decisions, and assess training needs.
Among the things identified by the report, it notes a "rush of global advertising agencies to many countries across Africa over the past 5 years", also citing equity investments and acquisitions in African communications groups. Advertising agencies come with major advertisers that are investing in Africa, which they see as markets with new opportunities.
Also the rush to buy companies has included several agencies that have purchased new digital agencies, allowing them to get into the newly emerging African online advertising and social media space.
Three major trends have emerged:
Firstly, analysts confirm a significant improvement in the quality of advertising campaigns over the last three years, improvements stimulated by competition between existing and new agencies who are “upping their game” and existing advertisers who are sticking to local expectations.
Secondly, the 2010 FIFA World Cup was a catalyst that put the continent in the spotlight for multinationals. South Africa has been the main gateway of African advertising, but Nigeria, Kenya and the Ivory Coast are now among the other countries that are also serving as platforms to reach neighboring regional countries.
Thirdly, although there is considerable disagreement about the size of the emerging African middle class, there is no doubt it exists and it is the target of many marketing strategies. After mobile telephony, financial services, food and the transport sector, there are new brands in other sectors that need to communicate to keep or gain market share.
In the coming years, the liberalization of many sectors, regulations to strengthen competition rules, the emergence of national brands, the need for diversification of economies and the transition from informal to formal economies will provide further fuel for growth to brands and advertising agencies. Furthermore, digitization and media fragmentation will force many African brands to re-invent themselves, and to communicate differently.
Main authors: Sylvain Béletre | Russell Southwood.
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