The GroupM Africa Media Index (AMI), produced in collaboration with In On Africa (IOA), focuses on 14 of East, Southern and West Africa’s largest media markets. The index is designed to inform media investors and advertisers about opportunities, while also highlighting problems that stand in the way of profitable investment and effective advertising. Balancing raw data with the media sector are surveys conducted with experts in the field. Their perceptions provide depth to the report’s data structure and capture the enthusiasm or pessimism relating to particular aspects of the media environment. From these voices, businesses can hear direction on where to grow their brands.
One conclusion stands out in this report: Africans are diverse as individuals but tend to have uniform tastes in what they wish to receive from their media services. Enabled by the latest technology, investors can meet consumer needs and advertisers can tap into consumer desires.