During 2010, both advertising spending and consumer / end-user spending rebounded as markets started to recover from the global financial crisis according to Vicki Myburgh, leader – Entertainment & Media (E & M), PricewaterhouseCoopers (PWC), Southern Africa.
In her introduction to PwC’s Entertainment & Media Outlook 2011-2015 report (www.pwc.com/za/outlook) Myburgh writes: “As we forecast in last year’s survey, the entertainment and media industry that is emerging from the recession has changed profoundly in many markets as consumer migration to digital has continued apace, triggered in large part by the device revolution.
“In 2010 the South African economy began to recover from its steep decline in 2009. This, together with the impact of the FIFA World Cup, helped total E & M spending to rise by 21.1% – in dramatic contrast to the 3.7% growth seen in 2009 and the 4.6% growth experienced globally in 2010.
“Over the next five years, as we move into what we believe will be the golden age of the empowered consumer, the demand for digital experiences will increase and become the norm. Advertisers are responding by seeking greater involvement with individual consumer’s media and entertainment experience. For E & M companies, we see the route to competitive advantage in this dynamic environment being created through increased multiparty collaboration as their businesses transform into collaborative digital enterprises.
“The impact of the digital migration is starting to be felt in South Africa thanks to the increasing affordability and availability of broadband and mobile infrastructure.’