SECTOR 2 Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator Average score: Score of previous years: ✓ ✓ ✓ ✓✓✓ ✓✓ ✓✓ ✓ ✓ 2.7 2005: 1.8; 2007: 1.3; 2009: 2.0; 2011: 1.8; 2015: 3.0 2.13 The advertising market is large enough to support a diversity of media outlets According to the panellists, in the 2017/18 financial year the advertising market amounted to about 99,1 million NAD (7,1 million USD). The advertisers contributing the biggest chunk to this amount included government, MTC, Namibia Breweries, the commercial banks and some large retailers. Panellists noted that targeting by advertisers is not always rational and often based on issues such as race and the sales pitch of advertising sales personnel, rather than on market data. ‘The media seem to push advertisers on where to advertise their products, rather than them doing the research on where their clients would be best targeted.’ With regards to race, one panellist noted as an example that ‘Radiowave gets much of the radio ad market. They have a strong sales team, but the advertising it receives is also race driven, as it is seen as a white radio station.’ Given the large number of media outlets that exist in Namibia, although the advertising market is quite large, small media houses and new entrants in the market may struggle to sustain themselves. Established players (such as NMH) also cross-subsidise their advertising across their different media platforms. Scores: Individual scores: 36 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator ✓ ✓ ✓ ✓✓ ✓ ✓ ✓ ✓ ✓ ✓ Average score: Score of previous years: 3.1 2005: 2.4; 2007: 2.9; 2009: 3.0; 2011: 2.0; 2015: 2.5 Overall Score for Sector 2: 3.0 AFRICAN MEDIA BAROMETER NAMIBIA 2018 ✓