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: 2.7 (2006= 2.2, 2008= 2.5, 2010 = 2.8) 2.11 The advertising market is large enough to support a diversity of media outlets. The advertising market contributes to covering salaries in three directions in the public broadcasting sector. No figures are available for the private (broadcasting sector) but it has become apparent that the crisis has had a damaging effect on TVPlus’ advertising revenues. This downturn has caused a delay in the payment of workers’ wages. Overall, the market has the potential to sustain the diversity of media houses, notably the broadcasters, and to a lesser extent the written media, given that advertisers’ preferences lie with the broadcasters. The main sectors commissioning advertising are the telecommunications and breweries, and they tend to favour TVM. Meanwhile some media groups develop a strategy to get some of that advertising revenue. The PREY Group, for example, imports goods in addition to its media activities and hence taps into the advertising revenue from the goods it imports. Advertising, it must be said, in the provinces, outside the larger centres, bears little significance. Community radios are legally barred from advertising and hence are not able to harness these resources to ensure their sustainability. 88 AFRICAN MEDIA BAROMETER MADAGASCAR