SECTOR 2 2.11 The advertisement market is large enough to support a diversity of media outlets. Analysis: “The cake is shrinking”. This is possibly because of the international economic downturn. Another problem is the fact that so many competitors are fighting for a piece of that cake. Even if its overall advertising budget has decreased, telecom company MTN, for example, can still “The cake is shrinking”. get the same amount of airplay and space because advertisers are demanding and getting bigger discounts. Advertisers can easily make the demand because there are so many FM stations. Newspapers are also forced to give generous discounts. Scores: Individual scores: * 42 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: 2.0 (2007: 2.4) Average score for sector 2: 2.5 (2007: 2.4)* 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 UGANDA 2010