Kantar has just published the results of the Africascope study for 2021/2022. This study covers the capitals of eight countries: Burkina Faso, Cameroon, Côte d'Ivoire, Gabon, Mali, Democratic Republic of Congo, Republic of Congo, and Senegal.
The interviews were conducted face-to-face on tablets with a total sample of 15,300 people, representative of the population aged 15 and over in the survey area, i.e., more than 20.7 million individuals aged 15 and over.
This wave, which averages the results of the second half of 2021 and the first half of 2022, shows great stability compared to measurements for the whole of 2021.
Overall, 89.9% of Africans watched television on a daily basis, representing 18.6 million viewers each day. On average, they watched television for 4 hours and 17 minutes each day (7 minutes more than in 2021).
The cumulative audience remains at very high levels in all countries, but viewing time still reveals significant disparities from one country to another.
With 2 hours and 28 minutes, Mali is the country with the lowest viewing time, while Cameroon remains the country where people watch television the longest each day (4 hours and 50 minutes on average per day).
Among the most watched channels, NOVELAS TV, the pan-African channel of the CANAL+ group, which was in the TOP 3 in all countries studied except Senegal, is now only mentioned in five countries. The channel has lost ground in Burkina Faso to Savane TV, which now ranks third among all channels, and in Cameroon, where Zee Magic has taken third place. It is also absent from the top three in Senegal.
CANAL+ SPORT, which benefits from the popularity of soccer in all countries, is in the TOP 3 in the DRC, Gabon, Congo, and Ivory Coast.
A+, associated with A+ Ivoire, is also in the TOP 3 in four countries: Gabon, Congo, and Ivory Coast. It should be noted that national channels are in the lead in four countries: BF1 in Burkina Faso, Equinoxe TV in Cameroon, SEN TV in Senegal, and ORTM in Mali.
