Kenya 2.13 The advertising market is large enough to maintain a diversity of media outlets. ANALYSIS: The market seems to be large enough. In fact, the average editorial content in the mainstream media 40% while advertisements take up 60% of space. As a general rule, break-even point is to be achieved at a considerably lower ratio of 38 % for adverts. SCORES: Individual scores: 5,3,4,5,5,5,5,5,5,5,4 Average score: 4.6 Overall score for sector 2: 3.0 African Media Barometer - Kenya 2005 17