According to the Omedia institute, which tracks advertisers' television advertising investments (IPTV) in Côte d'Ivoire, these investments grew significantly in the first half of 2024.
With growth of over 50%, the total amount of IPTV reached nearly 8 billion CFA francs for the first six months of the year.
This remarkable growth follows several years of stagnation and even decline in IPTV, raising fears for the survival of private channels and the finances of public channels.
The success of the African Cup of Nations, which took place at the beginning of the year in Côte d'Ivoire and saw the Ivorian national team win the final, led to this surge (+80.3% in the first quarter), which nevertheless continued in the second quarter at a lower level (+21.7%).
Advertisers' gross investments remain nearly 50% lower in Côte d'Ivoire than in Senegal, despite Senegal's significantly lower GDP.
On the advertiser side, no brand was consistently present in the TOP 10 during the first six months of the year. CANALBOX was the most consistent, appearing in the TOP 10 for five out of six months.
In total, 32 brands appeared in the Top 10 at least once during the first six months.
Overall, the first half of the year was divided between advertisers who rode the wave of the Africa Cup of Nations and were mainly present in the first quarter (Orange, Port Autonome d'Abidjan, Total Energies, CNPS, Smart Technologies, etc.) and those who began advertising after this event.