SECTOR 2 According to panellists, some states have developed contractual agreements in which states pay periodic lump sums to news organisations in exchange for advertising and positive coverage. To stay in business with states, news organisations are requested to promote the interest of state authorities and when required, attack their opponents. 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: Score of previous years: ✓ ✓ ✓✓✓✓✓✓✓ ✓✓ 1.7 2008: 1.4; 2011: 1.8; 2015: 1.6 2.13 The size of the advertising market can support a diversity of media outlets Banks, mobile telephone services, beverage companies and cement producers dominate the advertising market in Nigeria. Over the years, they have scaled back their advertising budget and expanded to other media, such as billboards. Companies that previously advertised in six or more news media outlets have scaled down to two, a panellist observed. Additionally, public relations companies serving as intermediaries for advertisers have reduced the amount of advertising spend reaching media organisations. In the absence of an Audit Bureau of Circulation, the placement of advertising is discretionary, usually by public relations firms. Consequently, relationships built on personal and political relations have developed and the sector has grown increasingly opaque. Advertising distribution also discriminates against small regional outlets in favour of big national publications and broadcasters. Panellists stated that the bulk of advertising goes to the same media outlets. The shrinking size of the advertising market has left the media vulnerable to direct and indirect editorial control. To stay in business, media houses routinely censor stories that would hurt advertisers. One panellist said Premium Times lost millions of naira’s in advertising from Dangote Cement, after resisting attempts by the cement manufacturer to kill a story on human rights violations at its factories. Symbiotic relationships between businesses and political parties or leaders have also resulted in the open display of political affiliation by the private sector in the media. Private companies are often unwilling to advertise in media deemed hostile to their political friends. 34 AFRICAN MEDIA BAROMETER NIGERIA 2019