ADWEKNOW was able to use the television advertising data published monthly by the Omedia institute to produce an insightful report on how brands managed their TV advertising presence in 2023.
- 57 advertisers are mentioned at least once in one of the monthly TOP 10 rankings in 2023 => the Senegalese television market is particularly open, with a large number of advertisers able to invest enough to be among the 10 biggest monthly advertisers.
- 1XBET is the largest advertiser in Senegal. It ranks among the top 10 almost every year (11 months out of 12) and ranks first or second 9 times out of 12.
- ORANGE SENEGAL, which ranked first 11 times out of 12 in 2021, only topped the TOP 10 once in 2023 but remained in the TOP 10 for 9 months out of 12.
- 12 advertisers appear at least once in first or second place in the monthly TOP 10: AFRIMA AWARDS, FREE, ORANGE, SENICO, 1XBET, ANSD, SANTE YALLA, ECO FINANCE ENTREPRISES, DANO, K PAY, MANAMAURI
- Eight advertisers have been in the monthly TOP 10 for at least three consecutive months: ORANGE SENEGAL (telecom operator), 1XBET (betting), SUNUBET (betting), DANO (dairy products), REAL MIX (energy drinks), ECO FINANCE ENTREPRISES (financial management), MANUMAURI (energy drinks), DAKAR DEM DIKK (transport).
- 42 advertisers are only present for one or two months of the year in the monthly TOP 10.
- March, April, and December are the months when brands in Senegal use television the most.
Lessons
- Even though every year the same few major telecom and online betting advertisers (Orange and 1XBET) are able to maintain a presence almost every month with high levels of investment, telecoms, once the leading investors in television, no longer occupy the top spots in the TOP 10 alone.
- Most advertisers concentrate their investments at key moments for them and are only present for one or two months of the year, preferring to communicate heavily over a shorter period rather than spreading their investments throughout the year.
- In 2023, MANAMAURI and REAL MIX energy drinks and 1XBET and SUNUBET online betting sites engaged in an intense battle for TV advertising investment.
- We also note that there are fewer food and beauty brands this year, unlike in 2021, when many brands from these sectors were in the TOP 10.
It should be noted that advertising investments increased by 40.6% in 2022 compared to 2021, but only by +4.6% due to the sharp decline in November and December as a result of events related to the political situation.