Unlike Senegal, where advertisers' TV advertising investments jumped 114% in the first quarter, the Omedia institute, which tracks advertisers' advertising investments in several African countries, has seen a 9.2% decline in Côte d'Ivoire over the same period this year.
It should be noted that the first quarter of 2021 saw significant growth of 33% in Côte d'Ivoire. Thus, the TV advertising market in 2022 remains on the rise compared to 2020 and 2019, the year when the first DTT channels were launched.
However, this decline follows a slight 3% drop in the second half of 2021, which seems to confirm that the Ivorian TV advertising market is stalling.
Canal+, Orange Ci, and Celeste occupy the top three spots in the TOP 10 for each of the first three months of the year.
Four advertisers—LONACI, GLOVO, MTN Côte d'Ivoire, and TOTAL énergies—are present in two out of three months, and 24 advertisers are present only once.
Of note is the arrival of fintech company Flutterwave in the TOP 10 for the first time and the presence of beer brands Bock in January, Ivoire in February, and Guinness in March, which followed one another on the airwaves.