On Thursday, February 22, the Opinionway research institute will host an awards ceremony for brands that shone during the 2023 Africa Cup of Nations. Around 100 companies will attend the ceremony at the Sofitel in Abidjan.
These trophies are awarded based on the results of the five cumulative waves of CANOSCOPE, i.e., based on 5,000 respondents.
According to our information, NCI, which has the advantage of cumulative viewership, wins the trophy for the most-watched TV channel for matches during the Africa Cup of Nations.
What is CANOSCOPE?
At the request of several advertisers sponsoring the CAN, Opinion-Way conducted CANOSCOPE, a multi-subscription barometer measuring the visibility of the image and impact of brands and their communications during the CAN.
This five-wave barometer provides a wealth of insights that brands have been able to leverage throughout the course of the CAN, particularly to improve their communications.
The results of the last two waves have not yet been made public, but Adweknow was able to obtain the latest available wave (wave 3 from January 25 to 27, 2024), which was marked by Côte d'Ivoire's defeat and its last-minute qualification thanks to Morocco's victory.
Where were the broadcasts of the matches watched the most?
At this stage of the competition, 81% of the Ivorian population say they are interested or very interested in the 2023 Africa Cup of Nations, with television being the population's preferred media.
79% of respondents watched a game on television (during the week of the survey).
24% in CAN villages
22% in bars/pubs/outside the home
13% in fan zones
(Total exceeds 100% because respondents were able to attend different meetings in different locations during the study period.)
According to this survey, the most watched channels are
NCI: 55% of respondents and +6 points compared to the previous wave
CANAL +CAN: 45% of respondents, up 8 points from the previous survey
RTI1 (43%, down 5 points) and RTI3 (39%, up 5 points) came in third and fourth place.
(Total exceeds 100% because respondents watched the meetings and programs on several different channels)
Brand awareness
CANOSCOPE also provides data on the evolution of campaign/brand awareness in connection with the CAN.
The 10 campaigns/brands with the highest overall awareness (top of mind + spontaneous) are as follows:
CELESTE 85%
CANAL+ 81%
TOTAL ENERGIES 80%
ORANGE 75%
SMART 60%
NCI 59%
1XBET 58%
SOLIBRA 55%
LONACI 53%
NASCO 52%
Methodology
Each wave of the barometer covers 1,000 people representative of the Ivorian population interviewed by telephone using the quota method.