Negomedia, the media and digital consulting agency founded by Ahmadou Gueye and based in Senegal, Ivory Coast, and Morocco, has just published a study on the evolution of the Senegalese advertising market.
Key findings
- With a gross investment of 21.3 billion CFA francs, Senegal's advertising market closed 2025 down 21% compared to 2024.
- Gross advertising investments are concentrated: three sectors—food (24%), telecommunications (15%), and beverages (9%)—account for 49% of total investments across all sectors.
- A single month, March (the month of Ramadan), accounts for nearly 28% of annual investments.
- Television alone accounts for 64% of advertising budgets, confirming its central role in mass visibility strategies. Outdoor advertising accounts for 21% of investments, particularly to support local presence and proximity, while radio accounts for 13%.
Unfortunately, the study does not provide any indication of the importance of digital technology or how advertisers view digital communication, but concludes that "the concentration of budgets, the increasing maturity of media strategies, and the increased search for efficiency are paving the way for better-designed and better-managed systems"… a context in which Négomédia's added value comes into its own.