SECTOR 2 generally considered to be very small. Only about three private companies advertise regularly in the media, while the bulk of advertisingt comes from staterun institutions and ministries. More and more advertisers prefer billboards and other platforms, partly out of fear of being perceived as supporting media outlets that may be critical of the state. Because of the thinness of the media’s share of the advertising market, advertisers tend to impose advert rates that can be as small as 150,000 francs CFA (approximately US $332.5) for a display advert on a full page. Many see advertising as a favour to the media owner, and there are no clear criteria for the placements of advertisements. Personal relationships tend to be a stronger factor than circulation, periodicity, regularity and readership or viewership. 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: 2.9 (2008 = 1.8) Average score for sector 2: 2.6 (2008 = 2.0) AFRICAN MEDIA BAROMETER CAMEROON 2011 87