Every month, Omedia provides information on television advertising investments and ranks brands according to their level of TV investment in a monthly TOP 10 list.
After Senegal, ADWEKNOW was able to assess how brands managed their TV advertising presence in 2021 in Ivory Coast.
- 48 advertisers are mentioned at least once in one of the monthly TOP 10 rankings in 2021 out of a possible 120
- Four advertisers—telephone operators ORANGE and MTN, CANAL+, and mineral water brand CELESTE—occupy 80% of the TOP 3 spots.
- Two advertisers are present in the TOP 10 for all 12 months of the year: ORANGE and MTN.
- One brand, CELESTE, is present 11 months out of 12
- 2 brands, CANAL+ and LA RIZIERE rice, are present 10 months out of 12
- In total, six of the 48 brands are present for six months or more: ORANGE, MTN, CANAL+, CELESTE, and RIZIERE, as well as the home delivery service GLOVO.
- Three-quarters of the other brands are only present for one month of the year or one month per semester
Our analysis
The Ivorian television advertising market appears to be two-tiered, with a few large advertisers capable of being present every month or almost every month with high levels of investment (they appear in the TOP 5 almost every month) and, on the other, a large number of brands that seem to be testing television with investments concentrated in a single month and at levels that do not allow them to compete with the major advertisers.
Apart from telecoms, there is no competitive battle in Côte d'Ivoire: food and health and beauty products such as beer, oils, mayonnaise, baby diapers, and spreads, which are particularly numerous in the TOP 10 in Senegal, are virtually absent from these TOP 10 or have very low levels of investment. These brands, which are omnipresent in outdoor advertising in Côte d'Ivoire, do not yet seem convinced of the superiority of television in terms of effectiveness, despite its proven track record around the world. The television advertising market in Côte d'Ivoire is still young, but in light of what we are seeing in Senegal, its potential for development is still great.