According to IPSOS, which tracks advertisers' investments in television advertising (IPTV) in Côte d'Ivoire, these investments fell significantly (-14%) in the first quarter of 2025.
This seemingly disappointing result is mainly due to the very sharp increase in January 2024, which saw an all-time high of nearly 2.4 billion CFA francs in a single month.
In January 2024, Ivorian advertisers had invested heavily to take full advantage of the excitement surrounding the Africa Cup of Nations, which was taking place in Côte d'Ivoire: in one month, television channels had earned more than they had in an entire quarter.
A return to a less exceptional situation in the first quarter of 2025, peaking at nearly 3.8 billion CFA francs, which nevertheless represents the highest level ever reached by the TV advertising market, excluding 2024.
Thus, compared to the same period in 2023, the first quarter of 2025 is up +56.8%.
Among the most prominent advertisers on television, it is worth noting that alongside traditional advertisers such as CANAL+, BETCLIC, ORANGE, and MTN, the NCI channel ranked first in February and second in January, despite never having appeared in the TOP 10 advertisers before.
Three advertisers have been in the TOP 10 for three consecutive months: the online betting brand BETCLIC, the beverage OKALAMAR, and Châteaux de France wines.