SECTOR 2 2.10 Government does not use its power over the placement of advertisements as a means to interfere with editorial content. Government advertising consists of communiqués, public procurement announcements, invitations for tenders and similar matters relating to government activities and the criteria for awarding such contracts are left to the discretion of the authorities. The state, however, is not the largest or the most popular of advertisers in the media. Mobile phone companies, supermarkets, food companies and large factories make up the bulk of advertising and easily outdo the state - for good reason. Many media outlets prefer to forego government advertising contracts because the State has a poor payment record and often fails to meet its financial obligations. Some newspapers receive virtually no advertising from the state and yet do not seem to be affected. Government contracts are not really lucrative and budget constraints compel the state to place advertisements in only a few newspapers and stations. Obviously, those with the widest circulation and the largest number of listeners/viewers are awarded the contracts, with some special consideration being given to those media with the “right” attitude towards the government. The placement of these public contracts has not affected media content. 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: 2.8 (2006 = 2.2; 2008 = 2.5) 2.11 The advertising market is large enough to support a diversity of media outlets. The actual size of the advertising market in Madagascar has not yet been properly assessed. In any case, it is believed that the adspend is sufficient to sustain existing media outlets. There are some newspapers that survive for a while without any 96 AFRICAN MEDIA BAROMETER MADAGASCAR 2010