As it does every quarter, Médiamétrie provides its subscribers with the results of its regular declarative measurement of television audiences and internet usage in Côte d'Ivoire and publishes a concise press release.
The fieldwork for the second quarter of 2022, carried out by Omedia, took place from April 3 to June 20, 2022.
TELEVISION
The cumulative television audience is at a very high level: 97.2% of those aged 15 and over watched television every day on average during the period, remaining at the same level as in the first quarter of 2022. This applies to those aged 15 and over, but also to the other targets monitored.
It is clear that when an indicator affects nearly 100% of the population over time, it eventually becomes irrelevant.
Curiously, in its press releases, Médiamétrie does not provide information on any other indicators (viewing time, average quarter hour, channel audience shares, etc.), preferring to give its subscribers exclusive access to all the information.
This communication strategy, which avoids any controversy since there is no public information, does not allow us to know or understand the changing balance of power between channels in Côte d'Ivoire.
In particular, agencies and advertisers who do not necessarily have the means to subscribe to the study must make do with the partial and probably biased information that subscriber channels and agencies may provide them with, without having any official reference point that a less succinct press release could provide.
It would be interesting for Mediametrie/Omedia and its subscribers to reconsider the content of this press release, which is not very compelling, at least in its television section.
DTT EQUIPMENT
In its press releases, Médiamétrie provides another indicator measuring the evolution of awareness and equipment intentions regarding DTT.
Over the period from April 3 to June 20, 2022, 66.8% of those surveyed said they were aware of DTT, compared with 66.3% in the first quarter of 2022.
Furthermore, among those who are aware of DTT, 43% intend to purchase an adapter to receive digital television (compared to 51.7% three months ago), representing 28.7% of Abidjan residents (compared to 34.4% in the first quarter of 2022).
This sharp decline in intentions to purchase equipment is worrying at a time when the SIDT announces that only 68% of households are currently equipped to receive DTT.
INTERNET
Over the period studied, 56.6% of respondents said they had connected to the Internet the day before, compared to 51.7% in the first quarter of 2022.
At the same time, social media usage remains high, with 66.7% of individuals reporting that they are registered on at least one social network, compared to
64.7% in the first quarter of 2022.
Among the main social networks, the ranking remains unchanged: Facebook is still in the lead, followed by Instagram, Twitter, and then LinkedIn. Among those registered on a social network, 48.5% say they log on every day or almost every day, compared to 46.8% in the first quarter of 2022.