At the request of La Nouvelle Chaîne Ivoirienne (NCI), the Ivorian company Omédia (Médiamétrie) conducted a quantitative study measuring its brand awareness and perception among the Ivorian public.
Launched on December 12, 2019, NCI, La Nouvelle Chaîne Ivoirienne, available on DTT, Canal+, Startimes, and Orange TV, already enjoys a very high level of awareness: nearly half of those surveyed (46.7%) are familiar with the channel.
Furthermore, its appeal is also very strong, as 53% of those who are familiar with it have watched it.
NCI already enjoys a very positive image: those who are familiar with it mainly consider it to be:
- Modern
- Entertaining
- A channel that showcases new talent
- Interested in what is happening in Côte d'Ivoire
- and Offering quality programs.
People who know and watch NCI are open to new things and value them.
They pay attention and remember the advertising.
They can be found in all age groups, each choosing the programs that interest them most:
- music videos for younger viewers
- news programs and reports for older viewers
- entertainment programs for everyone.
Although NCI is watched by all audiences, it is over-represented among executives (index 111) and 30-49 year olds (index 110), i.e., the categories with the highest incomes and the highest consumption.
Furthermore, NCI relies on well-known, iconic figures who enjoy an excellent image:
Ali DIARRASOUBA,
who presents NCI NEWS
(the 7:45 p.m. news program) and NCI 360
(a weekly magazine program reviewing the week's news), is considered serious and dynamic by more than 9 out of 10 people; credible, warm, friendly, and kind by more than 8 out of 10 people.
Cheick YVHANE,
who presents the daily talk show "La Télé d'ici" every day at 6:45 p.m.,
is perceived as dynamic, warm, serious, friendly, and credible by more than 9 out of 10 people; kind by more than 8 out of 10 people.
The study was conducted by the Omedia Institute (Mediamétrie). The fieldwork took place from February 21 to 28 in the Abidjan metropolitan area with a sample of 1,079 people representative of the population aged 15 and over. Face-to-face interviews were conducted using CAMI (Computer Assisted Mobile Interview) technology.