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: 2.2 (2008=1.5; 2011=1.7) 2.13 The advertising market is large enough to support a diversity of media outlets. The advertising market in Cameroon is small and dominated by a handful of mobile telephone companies, breweries, banks and the state. The state’s total ad spend is about CFA 5 billion (approximately US $10 million) annually, but most of this goes to the public media. The advertising budget of the private sector is often limited by bad business strategy and ignorance. Many companies see spending on advertisement as assistance to media outlets, rather than a marketing investment from which they can expect a return. In the absence of clear criteria, the placement of adverts is determined by personal relationships. Advertising rates vary but are often some of the lowest compared to other countries. On average, many newspapers charge as follows: - Back cover: CFA 400,000 (US $800) Full page: CFA 250,000 – 300,000 (US $500 – US $600) Front page banner: CFA 125,000 – 150,000 (US $250 – US $300) Half page: CFA 150,000 – 200,000 (US $300 – US $400) However, all rates are negotiable and could drop by as much as 80%. Media owners often lack the power to negotiate rates and accept whatever the advertiser offers. One community radio station accepts as low as CFA100,000 (US $200) for the broadcast of 100 radio spots of 30 seconds. According to one panellist, “an advertiser comes to you and says ‘this is what I have’, and it’s a matter of taking it or leaving it”. 108 AFRICAN MEDIA BAROMETER CAMEROON 2014