In 2024, the power of major sporting events broadcast on television was confirmed, with record audiences and growing advertising investments.
The 2023 Africa Cup of Nations, which took place from January 13, 2024, to February 11 in Ivory Coast, broke all records:
According to the Confederation of African Football (CAF), the 2023 Africa Cup of Nations has become the most-watched final in history:
- More than 2 billion people watched the tournament live on television.
- 173 territories around the world broadcast the final
- More than 600,000 spectators were recorded in stadiums in total.
- The competition saw an increase of more than 50% in sponsorship compared to the 2021 Africa Cup of Nations.
- More than 110 TV partners covered the competition.
In total, the 2023 CAN generated 10 times more revenue than the 2021 edition.
In Ivory Coast, the national team's bumpy but ultimately victorious journey contributed to the competition's historic success.
- Ivory Coast became the first team to win the Africa Cup of Nations after changing coaches during the competition and narrowly avoiding elimination in the group stages.
- Several Ivorian television channels broadcast the matches: RTI, NCI, and CANAL CAN, generating maximum advertising revenue: +80.3% in the first quarter of 2024 compared to the first quarter of 2023, according to the Omedia institute.
- In Senegal, advertising revenues measured by Omedia also saw a boost: +78.4% in the first quarter of 2024.
The success of the African Cup of Nations, which followed on from the FIFA World Cup held in November/December 2022 in Qatar, encouraged channels to take an interest in sporting events: the Champions League, for which New World TV acquired most of the rights, appeared on certain private channels such as NCI in Côte d'Ivoire, which broadcasts a UEFA Champions League match on Wednesdays at 7:00 p.m. Similarly, Euro 2024 was broadcast on RTI and the Paris Olympic Games on RTI and CRTV in Cameroon.
In recent years, sporting events have demonstrated their role as key catalysts for audiences and advertising revenue in Africa.
The 2023 Africa Cup of Nations, with its record audiences, massive partnerships, and economic impact, illustrates the growing importance of these competitions in the media landscape.
This success, like that of the 2022 World Cup, and the arrival of New World on the rights market have renewed broadcasters' interest in sporting events and demonstrates the insatiable appetite of viewers and advertisers.
Even in the absence of standardized audience measurement tools in some countries, brands remain confident in the advertising potential of sport. Through the popularity of local teams, the economic benefits for broadcasters, and the enthusiasm of spectators, major sporting events are positioning themselves as key drivers for the growth of the audiovisual sector on the African continent.