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AFRICA
& THE MIDDLE EAST
AFRICA
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!

AFRICA
These regions encompass countries which in some ways 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. 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. Africa will retain its position as the second biggest regional mobile market by subscriptions, according to Informa's forecasts for the next few years. However, there is a strong trend for Africa mobile subscribers to have multiple SIM cards and consequently the number of unique users of mobile services on the continent is smaller than the number of subscriptions. The number of unique users in Africa by the end of 2016 is forecasted to be 572.35 million.

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.

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 continues in 2014, 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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We can plan and buy campaigns across all or any of the countries listed below.
AFRICA
Algeria
Angola
Bahrain
Benin
Botswana
Burkina Faso
Burundi
Cameroon
Cape Verde
Central African Rep.
Chad
Congo
Djibouti
Egypt
Ethiopia
Gabon
Gambia
Ghana
Guinea
Iran
Iraq
Ivory Coast
Jordan
Kenya
Kuwait
Lebanon
Lesotho
  
Liberia
Libya
Madagascar
Malawi
Mauritania
Mauritius
Mali
Morocco
Mozambique
Namibia
Niger
Nigeria
Oman
Qatar
Reunion
Rwanda
Sao Tome
Seychelles
Saudi Arabia
Senegal
Sierra Leone
South Africa
Sudan
Swaziland
Syria
Tanzania
Togo
Tunisia
UAE
Uganda
Yemen
Zambia
Zimbabwe

 

On 1st August, 2013, South Africa and ten SADC Nations welcomed a new player in the international arena of news broadcasting: the South African Broadcasting Corporation's new 24 hour news channel. With bureaux dotted across the continent, SABC News continues to offer a quintessentially African perspective on world issues.

 

Useful links
africa
buying
media buying
international buying
international media buying
international planning
media buying worldwide
international media strategy
worldwide buying
buying tactics
tv buying
press buying
radio buying
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

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

Egypt Guide
  : Middle East and local news for Egypt

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

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

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.

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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Fox Media Company Limited   •   Tel./fax (from UK): 01354 740916; (from outside UK) +44 1 354 740916   •   Email: info@foxmedia.co.uk
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