Kantar has just published the results of the Africascope study for 2021. 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 16,000 people
, representative of the population aged 15 and over in the survey area.
Television
In 2021, 90.5% of Africans watched television every day, for an average of 4 hours and 10 minutes.
While the cumulative audience figures are high and relatively comparable from one country to another, there are significant variations between countries, particularly in terms of viewing time, which ranges from 2 hours and 29 minutes in Mali to 4 hours and 49 minutes in Cameroon.
Novelas TV, the pan-African channel of the CANAL+ group, ranks in the top three in all countries studied except Senegal, which is dominated by national channels.
Radio
In 2021, 61.4% of individuals aged 15 and over listened to the radio every day for 2 hours and 7 minutes. There are significant variations from one country to another, both in terms of cumulative audience and listening time.
Mali has the highest number of listeners, with 90% of Malians listening to the radio every day, while Cameroon has the lowest cumulative audience (41%).
Listening time varies by a factor of two: nearly 3 hours in Burkina Faso and Senegal (2 hours and 51 minutes) and less than 1 hour and 30 minutes in Gabon (1 hour and 27 minutes).
The pan-African radio station RFI is in the top three in four countries (DRC, Congo, Ivory Coast, Gabon).
TV & Radio audience indicators – Definitions:
Total audience (TA): Number or percentage of individuals who listened to a radio station or watched a television channel at any time during the day, regardless of the duration.
Listening time per individual (DEI): average time spent listening to programs broadcast by television channels/radio stations by all individuals in the population studied.
