The Africascope study, which measures television and radio audiences and Internet usage twice a year, surveys the populations of the capitals of eight French-speaking African countries twice a year
.
In order to enable broader geographic targeting, Kantar is offering Afriscascope Urban
for the first time since July 2021, which extends the results of the Africascope study to the entire urban population of the eight countries covered, representing a universe of more than 55 million people (compared to 19.6 million for Africascope in 2020)..
Twice a year, Africascope Urban will provide a broader estimate of the performance of different media in French-speaking Sub-Saharan Africa.
To carry out this study, the Africascope 2020 data was supplemented by specific fieldwork carried out in provincial cities in the second half of 2020 and by socio-demographic and equipment data available on urban areas in each of the countries (censuses, etc.).
The benefit of Africascope Urban is that it gives market players a broader view than just the capital cities.
While there are no fundamental changes in the main audience indicators for radio compared to what we see with Africascope in the capital cities, the cumulative audience and viewing time for television are much lower. In absolute terms, however, Africascope Urban records 41,051,000 daily television viewers compared to 17.8 million for television and 36,388,000 daily listeners compared to 13 million for radio.
Main TV results
Results by country
Main radio results
Results by country
Africascope Urban's TOTAL URBAN results are available by country and can be broken down according to a dozen socio-demographic criteria.
The results are also available in media planning tools, enabling optimized media plans to be drawn up.