South Africa is expected to recover from its economic slump this year, impacting positively on the advertising market. The ad market grew 1.3% from 2015 to 2016, and 2.3% from 2016 to 2017, and another 3% from 2017 to 2018, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
Television adspend will be the biggest recipient of the stronger economy, growing its market share from 56.1% in 2016 to 60.2% in 2019; while radio is expected to grow from 16.5% to 16.9% during the same time period. Meanwhile, newspaper advertising is expected to decline from 16.4% to 13.3%; and magazines from 4.4% to 3.3%, according to Zenith. Unlike most other countries, Internet spend is flat, due to economic and technological infrastructure issues.