Every month, Omedia provides information on television advertising investments and ranks brands according to their level of investment in TV. ADWEKNOW has thus been able to produce an insightful assessment of how brands manage their advertising presence on TV throughout the year.
- 51 advertisers are mentioned at least once in one of the monthly TOP 10 rankings in 2021=> 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.
- Only one advertiser is present in the TOP 10 for all 12 months of the year: ORANGE SENEGAL, which also occupies first place in the ranking 11 times out of 12, preceded only once in the year by DJOLOF CHICKEN, which occupies first place in January 2022.
- One advertiser is present in the monthly TOP 10 for 11 out of 12 months: SOFTCARE.
- One advertiser appears in the monthly TOP 10 nine times out of twelve: KADI
- Nine advertisers appear at least once in first or second place in the monthly TOP 10: ORANGE, DJOLOF CHICKEN, 1XBET, CANAL+ (television), KADI (vinegar), SENDWAVE, JADIDA, LONASE, MON CHOCO
- 9 advertisers appear in the monthly TOP 10 at least 3 consecutive months:
ORANGE SÉNÉGAL (telecom operator), UPERFECT (body milk) , SOFTCARE (hygiene products), THE FLETCHA (tea), KADI (vinegar), SENDWAVE (money transfer), DELIA (spread), SUPERCORRECTEUR (anti-blemish/lightening cream), AFRICOM AV (training center for audiovisual and digital professions
- 36 advertisers are only present for one or two months of the year in the monthly TOP 10
With the exception of Orange, Softcare, and Kadi, which have sufficient budgets to maintain a strong presence throughout the year, most advertisers prefer to concentrate their investments at key times for them. For food and hygiene/beauty advertisers, these are religious holidays (Ramadan, end-of-year celebrations).
As a result, March, April, May, November, and December are generally the months when brands in Senegal make the most use of television. In addition, a large number of advertisers are only present for one or two months of the year, preferring to communicate strongly once rather than spreading their investments throughout the year.