The entire advertising market in South Africa in 2019 is estimated to be worth 30.4 billion South African rand (approximately 2.05 billion U.S. dollars), and TV and video advertising spending is projected to account for the largest share of that amount, around 21 percent. The internet is said to be the second largest medium in the country. However, looking at 2018-2023 compound growth rates, TV’s 1.8 percent CAGR in the period will be exceeded by internet’s 12.4 percent CAGR, which means that by the end of 2023 internet advertising will be higher than TV advertising for the first time.
Internet advertising in South Africa
Internet advertising in South Africa is expected to account for 25 percent of the total ad market in the country, with a value of over 580 million U.S. dollars by 2023. At the same time mobile will represent 50 percent of internet advertising revenue, up from 40 percent in 2018. These figures show the importance of mobile platforms to the future of South Africa’s advertising industry. Therefore, it comes as no surprise that some of the largest advertisers in South Africa are telecommunications companies such as Vodacom or and Mobile Telephone Network.
Advertising spending in South Africa from 2018 to 2021, by medium
(in million South African rand)
Characteristic
TV and video
Internet
Newspapers
B2B
OOH
Radio
Magazines
Cinema
Music and podcasts
Video Games
eSports
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PwC. (October 22, 2019). Advertising spending in South Africa from 2018 to 2021, by medium (in million South African rand) [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/386540/advertising-expenditures-by-medium-south-africa/
PwC. "Advertising spending in South Africa from 2018 to 2021, by medium (in million South African rand)." Chart. October 22, 2019. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/386540/advertising-expenditures-by-medium-south-africa/
PwC. (2019). Advertising spending in South Africa from 2018 to 2021, by medium (in million South African rand). Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/386540/advertising-expenditures-by-medium-south-africa/
PwC. "Advertising Spending in South Africa from 2018 to 2021, by Medium (in Million South African Rand)." Statista, Statista Inc., 22 Oct 2019, https://www.statista.com/statistics/386540/advertising-expenditures-by-medium-south-africa/
PwC, Advertising spending in South Africa from 2018 to 2021, by medium (in million South African rand) Statista, https://www.statista.com/statistics/386540/advertising-expenditures-by-medium-south-africa/ (last visited August 24, 2024)
Advertising spending in South Africa from 2018 to 2021, by medium (in million South African rand) [Graph], PwC, October 22, 2019. [Online]. Available: https://www.statista.com/statistics/386540/advertising-expenditures-by-medium-south-africa/