SA's population decline affects advertising
The South African Advertising Research Foundation (SAARF) has found that the general decline in the South African population will affect every aspect of the economy and society, both on a micro and macro level and has significant implications for the media industry.
Statistics from the Bureau of Market Research (BMR) of the University of South Africa (Unisa) reveal that both immigration and emigration have increased dramatically since 1990 and continue to grow. People in Africa migrate to South Africa for better economic opportunities and South Africans go abroad for the same reason.
HIV/AIDS has significantly impacted population growth in South Africa with 38.7% of the adult population diagnosed HIV positive. It is estimated that 9 million South Africans would have died from AIDS by 2021.
Life expectancy in two race categories is decreasing, the death rate in South Africa driven by HIV/AIDS (50%) and degenerative diseases, such as cancer, heart disease and diabetes.
If there are fewer people to watch television or read magazines/newspapers, the face of media will change. With entire sectors of the population 'missing', there will be publications/programmes that become superfluous and advertising spend wasted.
South African Advertising Research Foundation (SAARF) annually produces the SAARF All Media and Products Survey to be released mid-November 2005. The survey provides the 'common trading currency' for advertisers and their agencies to select and buy appropriate media space and time. It assists media owners to market their media, and strategise editorial and programme content. The population forecast is of vital importance to these strategies.
