Broadcast, Film and Convergence in Africa - Issue no 386 on 6 May 2022

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African TV advertising looks like it bounced back in 2021 but spending may slow in 2022 with global bad news and digital pressures

6 May 2022

Data on advertising spend in Africa is not always available in a timely fashion and without discounting factored in, the figures are at best only provide a broad indication. Russell Southwood looks at the figures from Kenya and South Africa to try and read the ‘tea leaves’ for 2022. Advertising spending figures are only available for a limited number of countries and are often only published 9-12 months after a year has passed. Advertising expenditure is linked to the health of a country’s economy. According to the African Development Bank, real GDP will grow in 2021 by 3.4%, having contracted…