ZIMBABWE occupies the 12th place in 14 countries in the African Media Index, a study that provides information on the trends and knowledge of the media sector and how it affects investment, governance, local businesses and economies.
The Africa Media index, which includes data from Zimbabwe, Côte d'Ivoire, Ghana, Nigeria, Kenya, South Africa, Uganda, Zambia, Namibia, Tanzania, Mozambique, Botswana, Angola and Ethiopia, identifies trends that They are relevant to investors in the footprint industry and reach multiple audiences significantly across the continent.
It focuses on five key categories: economy and business, media landscape, media consumers, technology and governance and legislation.
In economics and business, Zimbabwe obtained 41.63 points and became number 11; In the media landscape, the country obtained 24.71 and became the number 12; In the media consumers, the South African nation obtained 43.94 points and became number 10.
In addition, to technology, the country raised 33.38 points, reaching number 9 and the governance and legislation the country occupied position 12 after exceeding 46.80 points.
South Africa heads the five categories and is the first in the general classification.
Ghana is second in the overall standings, followed by Botswana. Mozambique is the last in the general classification.
For economic and business, various economic and business factors were weighted to achieve a country rating that better reflects the state of economic performance.
For the landscape of the media, a country score combines the availability of media and the Internet penetration with its geographical prevalence, to reflect the diversity and influence of the media sector in this country.
The third dimension is a measure of the population of consumer media in a country in terms of access and integration with local and international media.
The availability and penetration of technology is proven to quantify the capacity of a country to provide the necessary infrastructure for the dissemination of the media.
Governance and legislation is a numerical representation of the country's governance and legislation framework and its interaction with consumers of media, commerce, technology and the landscape of the media.
In a statement, the CEO of sub-Saharan Africa of GroupM, Federico de Nardis, said that Africa was still struggling to attract significant advertising investments.
"Sub-Saharan Africa welcomes 17% of the world's population, but represents only 2% of the world's gross domestic product. Regarding advertising investment, it accounts for only 0.47% of global investments," he said.
"This is mainly due to the fact that Africa is made up of many countries with many different cultures and languages, regulatory norms and unstable contexts, and a historical lack of data to help understand the market."