Art & Commerce




Last Horizon The ad industry in Africa and the Middle East is tiny from an American perspective, probably in the $2-3 billion range in terms of 1996 total revenue. When analysts talk of “emerging” markets, they typically mention Asia or Latin America, not Africa. But it’s inevitable that some focus will shift in that direction as countries, most visibly South Africa, develop 21st-century economies. Pretty much all of the multinational ad agencies are established in South Africa, often having followed their leading multinational clients into the region. And right now, that’s the only market of real consequence. Zenith Media,
however, finds seven other markets with a measurable advertising pulse, gathering what are no doubt rough statistics in assembling a profile of the area. Advertising per capita is miniscule compared to the nearly $400 of the U.S., or even the $135 of Europe. But it is approaching the league of Indonesia ($8.70) and the Philippines ($8.50). –Alan Gottesman (westendal pobox.com) is principal of West End Consulting.

THE GOTTESMAN FILE

Basic statistics for the most developed markets
in Africa/Middle East
……….Advertising ($mil.)…..Population (mil.)…..Adv. per capita
…..Lebanon…..$251.1…..2.9…..$86.57
…..South Africa…..$1,193.0…..31.1…..$38.40
…..Mozambique…..$143.6…..17.4…..$8.24
…..Zimbabwe…..$33.9…..11.2…..$3.04
…..Kenya…..$44.7…..27.4…..$1.63
…..Nigeria…..$117.4…..99.5…..$1.18
…..Uganda…..$12.4…..16.3…..$0.76
…..Tanzania…..$11.6…..21.7…..$0.54
…..Source: Zenith Media