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With over thirty years' involvement in strategy planning and media buying for international ad. campaigns, Fox Media has all the skills, knowledge, contacts and experience to ensure that your African campaign is planned and implemented successfully, whatever your spend level. You'll find our full contact details here. Wherever you are in the world, we look forward to hearing from you!
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These regions encompass countries which are light years apart in terms of media availability and advertising regulation. Fox Media has extensive experience of planning and buying media space and airtime in Africa and the Middle East.
Certain major African markets such as South Africa (population around 44 million) offer advertising facilities which in broad terms match those of most advanced 'first world' countries. But others, including some other quite large states, still lag behind, often hindered simply by a lack of demand for media advertising. Literacy rates in Africa are a major factor, too: there are still twenty-two countries where more than half the population is illiterate - fifteen of them are in Africa.
And language - South Africa has eleven official languages - is also a key media consideration in planning and buying African media advertising campaigns. Where economic growth is minimal, this depresses the advertising revenues which might otherwise galvanise the development of new media. One practical effect of this is that in many African countries most newspaper revenue is derived from cover sales, rather than advertising - very different from the situation in (for instance) Europe.
Having said that, there is one media sector that is growing faster in Africa than anywhere else in the world: satellite services and the telecommunications technology that inevitably accompanies it. An estimated twenty new satellites with coverage in Africa will be launched in the next five years, which should address the current capacity shortage. This is having, and will continue to have in the medium and longer term, major implications for media planning in the areas of broadcast, internet and mobile. In 2000, there were only eleven million cellular subscribers in Africa. The number has now risen to over 300 million, though this figure is still well below the worldwide average in terms of penetration per head of population.
In terms of media research, there is very little available on a pan-African basis, though Telmar is making progress on harmonising multi-country data, comparing the ways in which media research questions are framed and exploring the possibility of stablishing a "core" questionnaire which could be used in research across the continent.
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The most valuable generally-available source of data when planning media campaigns in Africa and the Middle East is TGI, which currently offers media and product surveys covering Algeria, Bahrain, Egypt, Iran, Jordan, Kenya, Kuwait, Lebanon, Qatar, Saudi Arabia, South Africa, Syria, Tanzania, Uganda and United Arab Emirates. Target Group Index isn't the kind of research  one would use to assess audiences to TV or radio spots, of course, but it can provide valuable product profile data which when cross-tabulated with media consumption patterns can be an extremely useful input into media strategy planning.
There is ample reliable media research in South Africa, where those planning media advertising campaigns can make use of the SAARF segmentation tools, as well as surveys such as AMPS®, the All Media and Products Survey, RAMS®, the Radio Audience Measurement Survey and TAMS®, the Television Audience Measurement Survey.
Governmental authorities in Africa have a variety of attitudes to the regulation of product advertising: tobacco-producing countries such as Malawi, Kenya and Zimbabwe face a real dilemma over controls on tobacco advertising, whilst most other countries in the region are well advanced with either controls or outright bans. A number of countries in both Africa and the Middle East have stringent controls on the advertising of products which are 'frowned on' for religious or cultural reasons.
In a number of countries where Western media have established a presence, it is the case that locally-produced media are trusted more than those whose programming or editorial is sourced from abroad. These too are factors which need to be borne in mind when planning media campaigns covering Africa.
But whilst each African country has its own set of media characteristics and quirks, it's rare to be unable to find a combination of media choices which will provide effective coverage and impact for a particular advertising campaign. And as the enduring popularity of the TV series Big Brother Africa - 2012 sees the launch of the seventh series on DSTV - continues to show, some of the backstreets of the global media village are just as much a part of the media superhighway as all the rest.
For more details about our international media planning and buying services call Richard Fox direct from the UK on 01354 740916 or on +44 1 354 740916 from outside the UK - or get in touch via the form on our contact page.
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Useful links
UNICEF - information by country
: North Africa & Middle East
: West & Central Africa
: Eastern & Southern Africa
Internet World Stats.: Africa
: usage and population statistics
South Africa News
: politics, business and people
Guardian Unlimited - Newsguide
: links to key African news media
Africa Business Pages
: "promoting your business in Africa"
Africa Investor
: links to websites useful for investors
The Story of Africa
: BBC site - African history from the dawn of time
Talking Travel Africa
: travel-orientated links
The Webbook of Africa Language Resources
: detailed info. about African languages
Egypt Guide
: Middle East and local news for Egypt
Escapeartist.com
: Middle East news and media links
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Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
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Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
|
Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
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EMS AFRICA - LATEST EDITION
EMS Africa is a city based survey and represents the behaviour of 3.3 million of the region's most affluent individuals.
EMS Africa 2012, produced by Ipsos Synovate, which represents the top 15% of
income earners in the region, is the second EMS survey
to be conducted in Africa. The first survey was released
in 2010. EMS Africa 2012 incorporates both Ghana and
Uganda for the first time.
Affluent and educated
The middle class affluent continue to grow in Africa, the proportion with a personal income of €80,000+ (equivalent) has risen from 5.9% in 2010 to 7.6% in 2012, with the mean income of respondents rising from €36,321 to €42,006.
72% of respondents had at least a single degree, including 38% with a second degree or masters, which helps explain why 94% of respondents could understand enough English to read a newspaper or watch television.
It will be of no great surprise that soccer is the favourite sport in the region with 60% being interested; athletics, rugby and golf are also popular. Snow skiing is less popular in Africa than in Europe, although there are still 9% who have an active interest in the sport!
The African elite are not afraid of indulging in life's little luxuries. Whether it's a designer suit or the latest expensive fragrance, they are a must have in Africa.
Financially astute
While traditional safer methods of investing are popular - investing in banks, pensions, etc. - the C-Suite, Africa's most influential executives, are prepared to be a bit more adventurous with their assets, including offshore investments and foreign currencies.
Upwardly mobile
The adoption of internet-based personal communication devices has been extensive in Africa, particularly when you compare penetration to Europe. The Blackberry is the most popular, with almost double the penetration of the iPhone. Tablets (including the iPad) have already reached 36% penetration in Africa, three times higher than in Europe. It is however important to note that the size of the total EMS population is much smaller in Africa (3.3 million) than in Europe (49 million).
Media literate
The African elite work hard and play hard but they still find plenty of time to consume media. In terms of total time spent consuming media they are slightly heavier consumers of all platforms than their European counterparts but below that of Middle East’s elite. The definition of readers includes digital editions (excludes books), and it is interesting to note that the proportion of heavy readers amongst tablet owners in (54%) is higher than average (49%).
International media has a strong following in Africa, particular among the regions "Influential Opinion Leaders" - these are the individuals whose opinions really count – they speak at conferences, give media interviews, set up companies and advise government.
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