In early May 2020, Médiamétrie and Omedia launched the first regular declarative measurement of television audiences in Côte d'Ivoire in order to provide television channels, communication agencies, and advertisers with the data they need to manage their advertising and editorial offerings.
See also: Médiamétrie and Omedia launch the first regular television audience measurement in Côte d'Ivoire
Médiamétrie has published the audience results for the first wave, conducted from May 3 to 18, 2020. Five more waves will follow until the end of 2020.
Please note: the following results should be considered in light of the exceptional context linked to the global health crisis and the measures taken by the Ivorian government, which may have altered usual media behavior.
Television
In May 2020, more than 7 out of 10 residents of Abidjan (76.1%) watched television every day*. They spent an average of 4 hours and 31 minutes per day watching television. Young people were particularly active on television during this period: 78% of 15-24 year olds watched television programs every day and spent an average of 5 hours and 11 minutes per day watching television.
During this period, Ivorian television channels—RTI channels and the new private Ivorian DTT channels that are already broadcasting—alone achieved an audience share of 32.1%.
It should be noted that since 2019, Côte d'Ivoire has begun its transition to digital television. In May 2020, 4 out of 10 Abidjan residents were familiar with DTT (39.7%), compared to just over 2 out of 10 a year ago. 71.6% of those who are familiar with it intend to purchase an adapter to receive digital television. This represents 28.5% of Abidjan residents, compared to 21.6% a year ago.
Internet
Abidjan residents were also asked about their personal smartphone ownership. 71.8% of those aged 15 and over own a smartphone, which is nearly three out of four. When it comes to internet use, 47% of those surveyed said they surf the web daily. Social media use remains high, with 78.1% 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, 35.6% 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 May 3 to 18, 2020. The surveys were conducted using CATI technology over a 16-day period among 556 people aged 15 and over who were representative of the population living in Abidjan. The qualified teams at Omedia collected the data.
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.
See also: Interview with Arnaud Annebicque, Director of Development for Europe & Africa at Médiamétrie
Press release