Demographic trends in above-the-line advertising expenditure in South Africa, post 1994.
Date
2014-08-06
Authors
Mbatha, Brendan
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Abstract
ABSTRACT
The subject of racism or the lack of transformation in the media and advertising sector
received much attention in 2001 when representatives of the sector were called to
make representations to the Portfolio Committee on Communication. This research
report analysed advertising expenditure between 1994 and 2004 to establish if the trend
corresponded to demographic changes in the country over the same period. The
research report made use of data from various research institutions and conducted a
research survey among practitioners from the sector in the process of investigating this
phenomenon. The research revealed that advertising expenditure by the financial
services sector in above-the-line media had improved in terms of more equitable
distribution among the various population groups. The conclusion that was reached in
the report was, however, that although there had been improvement, the distribution of
advertising expenditure still fell short of corresponding to the demographics of the
country especially with regard to reaching the poorest members of the population. The
research report recommended that government should take the lead in facilitating
media access by the lower income groups and a national media strategy should be put
in place and driven by the media and advertising sector to facilitate and ensure the
more equitable distribution of advertising revenue.
Description
MBA 2006
Keywords
Affirmative action programs, Advertising, Mass media.