Florence Ginier supervises the production and marketing of the AFRICASCOPE study at KANTAR, which focuses on television, radio, and internet audiences in the capitals of eight French-speaking sub-Saharan African countries: Burkina Faso, Cameroon, Côte d'Ivoire, Gabon, Mali, Democratic Republic of Congo, Republic of Congo, and Senegal.
Africascope's first-half survey results have just been published. What are the main findings?
Here are the main trends in this edition:
Consumption across all media continues to grow slightly, with an average of 6 hours and 46 minutes spent each day on at least one of the following media: television, the Internet, and radio.
The distribution of time by media continues to grow for television and the Internet and to decline for radio.
The use of messaging services and social networks is in line with the evolution of the Internet.
Video consumption via SVOD services is stable and still very limited.
You no longer publish results for TV channels or radio stations. Can you explain why?
As Africascope is a multi-client study, these results are available by subscription only.
However, some operational staff at subscriber companies complain that this restriction on results casts doubt on the accuracy of the figures they present and on which they rely. Would it not be more appropriate to publish an audience indicator for each channel and radio station (e.g., audience share for the target audience as a whole) in order to enhance the value and credibility of your figures without harming subscribers?
For 15 years, Africascope has been the benchmark study on the market and is based on a standard methodology recognized by various international, pan-African, and local market players.
We have not received any specific complaints regarding the non-publication of the results.
Can you tell us which pan-African channels have the largest audience? Has this ranking changed over the past year?
Among the top 10 pan-African channels, we note:
Strong performance by entertainment channels, led by Novelas TV, A+/A+ Ivoire, Zee Magic TV, Nollywood TV, Action, and Trace Africa.
An appetite for sports as well, with Canal+ Sport channels followed by Infosport+,
Finally, consumption focused on news media such as France 24 or more generalist channels such as TV5Monde.
You announced the launch of Africascope Impact during the upcoming CAN2023. What exactly does this involve?
In recent years, we have seen strong public interest in this competition, making this event an opportune moment for the media but also for advertisers in terms of communication.
This year, as was the case in 2021 and 2019, we are offering:
A measure of interest, media coverage, and audience for the competition
An impact assessment of communications across several dimensions such as awareness, advertising recall, brand image, and consideration.
This offer will be available for subscription.
Additional information is available on our website: https://www.kantar.com/fr/inspirations/publicite-medias-et-rp/2023-africascope-can-mesurez-vos-communications
Ipsos returns to French-speaking Africa with the acquisition of Omedia. How do you view the return of this powerful competitor?
Ipsos is not new to French-speaking Africa.
The acquisition of Omedia, a former subsidiary of Médiamétrie already present in certain countries, ultimately represents continuity for the institutes operating in the region.