The year has started very differently in Côte d'Ivoire and Senegal in terms of gross television advertising investment.
According to the Omedia institute, which conducts monthly surveys of advertisers' television advertising investment, this has increased by +33% in Côte d'Ivoire and decreased by -27% in Senegal compared to January 2020.
While they were at the same level last year in both countries, they are now twice as high in Côte d'Ivoire as in Senegal. These developments are linked both to the specific situations of the audiovisual landscapes and to the political and economic situation.
While in Côte d'Ivoire the market remains dominated by the major telecom players ORANGE, MTN, and MOOV, in Senegal it is the food brand DJOLOF CHICKEN that takes first place in the TOP 10.
The launch of new campaigns or new products, such as the new PAW PAW beauty product range, or the launch of MANSA BANK orchestrated by the VOODOO agency in Côte d'Ivoire, or Welsea, tuna-based products in Senegal, are also helping to boost the market.
