SECTOR 2 2.11 The advertisement market is large enough to support a diversity of media outlets. Analysis Although the advertising market is large enough to support a diversity of media outlets, advertisers favour the mainstream outlets, supposedly for wider reach. A survey conducted in the months of January and February 2008 by the Steadman Group16 showed advertising expenditure to television, radio, print and cinema as having risen steadily since 2003 when it stood at KShs 6.6 billion to 2007’s 17.4 billion ( US $ 80-220 mio.). There is the emerging issue of globalization and homogenization of advertizing content, for example by multinationals like Coca-Cola. The multinationals also target the large advertising agencies leaving out the smaller outlets. However, it is to be noted that the small media outlets are beginning to have a niche in the advertising market. This is through new packaging of products and market segmentation. Examples include advertising in moving passenger vehicles, scenes at hospitals, and use of mobile phone advertising, park seats, and money transfer. Scores: Individual scores: 1 Country does not meet indicator 2 Country minimally meets aspects of the indicator. 3 Country meets many aspects of indicator but progress may be too recent to judge. 4 Country meets most aspects of indicator. 5 Country meets all aspects of the indicator and has been doing so over time. Average score: 3.3 (2005=4.6; 2007=2.8) Average score for sector 2: 2.6 16 “10.7m homes own TV or radio”, Daily Nation 19 March 2008. 36 AFRICAN MEDIA BAROMETER KENYA 2009