ZIMBABWE is ranked 12th among 14 countries in the Media Media Index, a study that provides insights into trends and knowledge of the media sector and how it affects investment, management, local business and the economy.
The African media index, which contains data from Zimbabwe, the Ivory Coast, Ghana, Nigeria, Kenya, South Africa, Uganda, Zambia, Namibia, Tanzania, Mozambique, Botswana, Angola and Ethiopia, identifies trends that are relevant to industry investors who want to increase your prints and reach multiple audiences in a significant way across the continent.
It focuses on five key categories – economy and business, media landscape, media consumers, technology, as well as management and legislation.
As far as economy and business are concerned, Zimbabwe won 41.63 points and became number 11; about the media landscape the country has won 24.71 and became number 12; the South African country's consumers received 43.94 points and became number 10.
Further, in the field of technology, the country has won 33.38 points, securing number 9, and in the area of management and legislation, the country has reached number 12 after reaching 46.80 points.
South Africa is at the top of each of the five categories and the first in the overall ranking.
Ghana is in second place overall, followed by Botswana. Mozambique is the last in its entirety.
For the economy and business, various economic and business factors have been ebbed to achieve the result for the country that best reflects the state of economic performance.
As far as the media landscape is concerned, the country's assessment combines the availability of media and internet penetration with its geographic distribution to reflect on how diverse and influential the media sector in that country is.
The third dimension of the measure is the media population in the country in terms of access and integration with local and international media.
The availability and penetration of technology has been established in order to quantify the country's ability to provide the necessary infrastructure for media dissemination.
Governance and legislation is a numerical representation of the country's administrative and legislative framework and its interaction with media, trade, technology and media landscape consumers.
In his statement, Executive Director of Sub-Saharan Africa GroupM Federico de Nardis said Africa is still struggling to attract significant advertising investment.
"Sub-Saharan Africa hosts 17% of the world's population, but represents only 2% of the world's gross domestic product." With regard to advertising investment, it represents only 0.47% of global investment, "he said.
"This is mainly because Africa is made up of many different countries with many different cultures and languages, unstable rules and regulatory environment, and a historical lack of data that will help understand the market."