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: 1.1 (2007 =1.0 ; 2009 =1.1) 2.10 The advertising market is large enough to support a diversity of media outlets. he advertising market in Benin is quite large though no current igures are available on its inancial performance. he most recent are those of 2003-2004 and this was estimated at around 11 billion CFA, which was mostly generated in the urban areas. his market is far from generating enough inancial resources to ensure the viability of the media. he paradox is that the major private advertisers (telephone operators, the Port, SOBEMAP) alone generate about 20 billion CFA but the total picture is distorted by the numerous media houses and this shows up as an imbalance and real issue in the market. What is more, this advertising market is not guided by any coded systems and this goes as far as allowing every house to ix its own prices, choose its backgrounds and depending on the need, provisions are made with no due regard for transparency. his is why all the media professionals were concerned when the government gave out an advertising contract of 750,000,000 CFA to the Africa 24 channel to promote its activities. AFRICAN MEDIA BAROMETER BENIN 2011 97