Africa is a thriving yet diversified continent with a rising media industry. On the world’s second most populated continent, the recorded 328 million consumers are on average under the age of 15 (38%) and 16% of those fall into the LSM8+ category. A predominantly large youth market opens up the field to advertisers wishing to create brand awareness and loyalty early on in a maturing African market. There is a need for a global benchmark where Africa can be accurately compared with its competitors.
The existing media audience research in Africa is difficult to compare owing to the diversity of the markets and the diverging dynamics. The need for a more consistent research approach was identified.
18 x country activity reports are available from various research agencies
- Country overview
- Demographic profile
- Media consumption trends across the different channels
- Comparisons were made where relevant
Suppliers (amonsgt others):
- TNS RMS
- Ask Africa
- Geo Poll
- Media Planning Services (MPS)
- Millward Brown