The fourth wave of regular audience measurements, conducted by Médiamétrie from September 5 to 20, 2020, among 560 people aged 15 and over, representative of the population living in Abidjan, has just been published and confirms the strengthening of the trends observed in August.
See also: TV audience in Côte d'Ivoire: private and public channels neck and neck
Over this period, 34.6% of Abidjan residents said they were familiar with DTT, and 36.1% of those familiar with DTT intended to purchase an adapter that would enable them to receive digital terrestrial television.
This indicator is significantly better than that observed during the third wave conducted in August, although it remains lower than what was observed last February at the height of the IDT's communication campaigns.
Cumulative audience
Television coverage levels are down slightly compared to the third
wave but remain around 80% across all targets.
Audience shares
The share of Ivorian channels in September 2020 reached 31.5
% of the total audience, representing a 30% increase compared to the third wave in August. This steady growth of Ivorian channels at the expense of pan-African and international channels applies to both public and private channels, which remain on a par at 15.8% and 15.7% respectively (compared to just over 12% a month ago).
The enrichment of content offerings aimed at Ivorians, whether through public or private channels, continues to attract more and more Ivorians every day. It is likely that the interest generated by the presidential election campaign and the proliferation of debate and commentary programs has played a significant role in this.
Internet
Regarding Internet use, 39.0
% of respondents said they had gone online the previous day (down from 51.8% in August).
Social media use stands at 66.1
% of individuals registered on at least one social network, with Facebook still in the lead, followed by Instagram, Twitter, and LinkedIn. Among those registered on a social network, 51.6% say they log on every day or almost every day.
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.