According to IPSOS, which measures television advertising investment in Senegal, this fell by 20.4% in the first quarter of 2025 compared to 2024.
This sharp decline should be viewed in relation to the exceptional level reached in 2024 due to the Africa Cup of Nations: with nearly 8.4 billion CFA francs in the first quarter of 2024, TV advertising investment had never been so high.
Despite this significant decline, the first quarter of 2025 remains well above the level reached in the same period in 2023 (+42%).
Food brands in the TOP 10
No advertiser was present in the TOP 10 advertisers during each of the three months.
1XBET, ORANGE SENEGAL, CANAL+, JADIDA, LACLAIT, SENICO, JAOUDA, and KADI, on the other hand, were present in the TOP 10 advertisers for two out of three months.
The strong presence of food brands in the TOP 10 for the first quarter (JADIDA, LACLAIT, SENICO, JAOUDA, and KADI, as well as AMIRA, DOLIMA, Thé SALA, SEO mineral water, and SUCRIA) sets Senegal apart from other countries: the food industry is highly competitive, and brands invest heavily in TV advertising, which is not the case in Côte d'Ivoire, for example.