After Senegal and Ivory Coast, Adweknow has published its annual report, which provides valuable insights into how brands managed their TV advertising presence in Cameroon in 2024, based on TV advertising data from Ipsos.
- According to IPSOS, ORANGE Cameroon, MTN Cameroon, and CANAL2 ranked first in the monthly TOP 10 four times in 2024.
- Only 40 advertisers appear at least once in the monthly TOP 10. There were 48 in Senegal and 44 in Ivory Coast.
- This concentration is mainly due to advertisers from three sectors: telecommunications, media, and online betting, which represent 20% of advertisers but account for 54% of the top 10.
- Four major advertisers have an almost continuous presence throughout the year:
- ORANGE CAMEROON is in the TOP 10 for 12 months out of 12 and ranks first or second 10 times out of 12.
- MTN Cameroon is present 10 months out of 12 and occupies first place 4 times out of 12.
- 1XBET is present in the TOP 10 for 11 out of 12 months, with investments that always place it above third place.
- PMU Cameroon is present1 in 12 races, but with investments that do not allow it to exceed 4th place.
- Television channels are a special case: they feature heavily in the TOP 10, probably because self-promotion is counted as advertising. CANAL2, which is one of the channels surveyed by IPSOS, ranks first four times out of twelve.
- Beyond the regular advertisers belonging to these three categories, two sectors invest heavily but for limited periods of time: schools at the start of the school year in September, and beer and non-alcoholic beverages.
- Other brands belonging to various sectors (banking, hygiene, beauty, energy, etc.) only use television for a month or two.
Ipsos' TV advertising market measures advertisers' gross investment in Cameroon on the national channels CANAL2, CRTV, and Equinoxe (gross rates, excluding taxes and discounts).