SECTOR 2 2.13 The advertising market is large enough to support a diversity of media outlets Media must compete with billboards and other platforms for advertising. Very often, advertisers prefer billboards. This gives the impression that the market is small which, in reality, is not accurate given the size of the country’s economy. Other problems are related to the way advertising is inserted in the media. Since there is no Audit Bureau of Circulation and no other independent means of verifying the actual strength of media outlets, advertisement placement depends on media owners’ connections and the discretionary power of advertisers. Advertisers have more power than media outlets and use it to unilaterally set advert prices. A few news organisations, including La Nation, Le Matin Libre and Le Matinal, receive the lion’s share of advertisements. In addition, media outlets that own advertising agencies compete unfairly with those who do not. Some believe that only an advertising law will prevent conflicts of interest and unfair competition. Scores: Individual scores: 29 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: 1.4 (2007 = 1.0; 2009 = 1.1 ; 2011 = 2.5; 2014 = 1.3) Overall Score for Sector 2: 2.9 AFRICAN MEDIA BAROMETER BENIN 2018