Médiamétrie has published the results of the March 2021 interim wave of its regular declarative measurement of television and radio audiences in Côte d'Ivoire (March 6 to 21, 2021), conducted in collaboration with Omedia. The purpose of this measurement is to provide television channels, radio stations, communication agencies, and advertisers with the data they need to manage their advertising and editorial offerings.
Since 2019, Côte d'Ivoire has begun its transition to digital television. Between March 6 and 21, 2021, more than four in ten Abidjan residents were familiar with DTT (42.5%), and
53.3% of those familiar with DTT intended to purchase an adapter to receive digital television, representing 22.6% of Abidjan's population.
Regarding Internet use, 58.3% of those surveyed said they had been online the previous day.
Social media use remains high, with 74.3% of individuals registered on at least one social network; Facebook is still in the lead, followed by Instagram, Twitter, and LinkedIn. Among those registered on a social network, 40.7% say they log on every day or almost every day.
Regular audience measurement
The TV, radio, and internet usage audience study provides information on awareness, listening habits, and audience figures for television channels six times a year and radio stations twice a year in Abidjan, Côte d'Ivoire. It also includes data on residents' multimedia equipment and internet usage. Médiamétrie and its subsidiary Omedia conducted this study in the ten municipalities that make up Abidjan from March 7 to 22, 2021. The surveys were conducted face-to-face over a 16-day period with 560 people aged 15 and over who were representative of the population living in Abidjan. The data was collected by qualified teams from Omedia. Médiamétrie contributed its expertise and know-how in survey methodology, statistical adjustments, and the production and dissemination of results using its analysis and consultation software. In Africa, Médiamétrie also conducts TV and radio audience declaration studies in Senegal and Cameroon with Omedia.
(Press release)