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: 1.5 (2005 = 2.0; 2007 = 3.1; 2009 = 1.9) 2.11 The advertising market is large enough to support a diversity of media outlets. The advertising market is generally regarded as being too small to support a diversity of media outlets. Commercial companies tend to choose where to advertise based on the maximum return they will get from their investments, and as such smaller media houses, such as community radio stations, suffer, surviving only thanks to NGO and donor support. In the mainstream media, it is estimated that over 50 per cent of companies’ revenues comes from advertising. 38 AFRICAN MEDIA BAROMETER ZAMBIA 2011