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: 2.3 (2010: 3.2; 2008: 2.7; 2006: 1.4) 2.13 The advertising market is large enough to support a diversity of media outlets. The general consensus is that the advertising market is large enough to support a diversity of media outlets, although the distribution is not equitably shared. “Private, commercial media institutions get a much higher percentage of the ad spend than community media, which only gets about 3%. This is despite the fact that community broadcasters account for 26% of the total audience, so the playing field is really not even.” According to PriceWaterhousCoopers, the total advertising spend in 2012 was R8, 8 billion, up from R7, 5 billion in 2010.30 The South Africa Media Facts 2013 reported increases in ad spend in all sectors from 2010 to 2012: above-the-line ad spend for daily newspapers went from R3, 500.6 million to R3, 856.9 million, ad spend for weeklies from R1, 644.3 million to R1, 815.7 million, television from R13, 408.3 million to R15, 559.6, and radio from R3, 687.8 million to R4, 934.5 million. “It is a hell of a lot of money and it is growing still, and faster than the rate of inflation.” A point was made that advertisers are not interested in the number of listeners on a particular radio station, for example, but the type of listener and the amount of disposable income this audience has. “Advertisers are not interested in reaching the majority of South Africans, because they don’t have the kind of money to spend of the minority elite.” 30 PWC Global entertainment and media outlook - http://www.pwc.com/gx/en/global-entertainment-media-outlook/ territory-segments-digital-forecast-overview.jhtml. AFRICAN MEDIA BAROMETER SOUTH AFRICA 2013 45