According to the African Development Bank, real GDP across Africa increased in 2021 by 3.4 per cent, having contracted in 2020 by 2.1 per cent.
Against this backdrop, ReelAnalytics and the International School of Advertising provided the first-quarter figures for ad spending across key African markets up to August last year.
According to the report, TV advertising in these key African markets was generally up by 15 per cent compared to figures from the year before.
The report went on to break down the ad spend across the markets as follows by media type:
- TV US$300 billion,
- Radio US$19 billion
- Out of Home US$1.4billion
- Print US$1.7 billion
The report also pointed out the onslaught of Digital ad spending – which is expected to increase this year by 20.4 across markets in Africa. This increase will most likely affect TV advertising, as it has the lion’s share of overall ad spend.