Médiamétrie has published its findings on TV and radio audiences and internet usage for the second half of 2021.
This study was conducted by Médiamétrie and its field partner Omedia in the four municipalities that make up Greater Dakar.
The surveys were conducted face-to-face in three waves of 16 days each, between October 3 and November 29, 2021, among 1,445 people aged 15 and over who are representative of the population living in Dakar.
During the period studied, 78.6% of Greater Dakar residents watched television
every day (Monday-Sunday average). They spent an average of 3 hours and 40 minutes watching television daily.
These results are significantly lower than those observed in 2019 and 2020, when the cumulative audience exceeded 80%.
TFM, SEN TV, and SUNUYEUF are the top three channels. Together, these three channels account for 43.7% of the total television audience. While TFM and senTV maintain their positions, SUNUYEUF takes third
place from 2STV, which held this position in 2020.
Over the same period, 56.6% of Greater Dakar residents listened to the radio, averaging 3 hours and 9 minutes per day (Monday-Friday). These results are also down sharply compared to the same period last year, when the cumulative audience reached 65.2% and listening time was 3 hours and 49 minutes.
ZIK FM and RFM together account for 69.1% of the radio audience, a significant increase compared to 2020, ahead of LAMP FALL FM, SUD FM, and RFI.
Individual smartphone ownership is also on the rise: 85% of Greater Dakar residents own a smartphone, compared to only 79.4% last year.
Internet use is increasing slightly: 74.4% of those surveyed used the Internet every day or almost every day, compared to 70.3% last year.
Meanwhile, social media usage continues to decline: 63.7% of individuals are registered on at least one social network, compared to 64.3% in 2020 and 66.1% in 2019.