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: 2.4 (2006:4.6; 2008:3.5; 2011:4.6; 2013:2.1) 2.13 The advertising market is large enough to support a diversity of media outlets. The size of the advertising market is large enough to support a diversity of media outlets, but given the scope of Ghana’s media landscape, the advertising expenditure cannot stretch far enough to support all of them. “A lot of papers come and go because they can’t sustain themselves through advertising.” In 2011, the size of Ghana’s advertising market was estimated at USD177.4 million (Oxford Business Group, 2012). Telecommunications companies account for a large chunk of advertising expenditure, and with the various emerging platforms, they can now advertise on their own networks, enabling them to carry other entities’ advertising. Advertising expenditure is increasingly moving to the digital arena, decreasing the size of the advertising market to some extent for traditional media. 42 AFRICAN MEDIA BAROMETER GHANA 2017