SECTOR 2 2.11 The advertisement market is large enough to support a diversity of media outlets. Analysis: There is not enough advertising to support the media industry at present and it is difficult to foresee what may happen when there are more competitors in the field. Due to the economic decline there has been a reduction in the number of advertising agencies as well as an overall decrease in ads from any sector. At the moment advertisements in the print media are placed mostly by NGOs. Tariffs for television and radio are too high. Many prospective advertisers, when weighing up the benefits such as frequency and impact against the cost - for example US$300 for a 30-seconds spot on ZBC - will rather choose to abstain from advertising. 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: 1.1 (2008: 1.9; 2006:2.3) Average score for sector 2: 1.5 (2008: 1.7; 2006: 1.4)* For 2009 the indicators were reviewed, amended and some new indicators such as those addressing Information Communication Technology (ICT) were added. Consequently, the comparison of some indicators of the 2005 and 2007 report is not applicable (n/a) in some instances in which the indicator is new or has been amended. Evidently, this has to be taken into account too, when the overall sector scores are compared. AFRICAN MEDIA BAROMETER ZIMBABWE 2010 41