Cédric Aoun heads MCNC, which distributes multicultural channels targeting diasporas around the world, and is also an international advertising agency for various media (TV and digital).
Can you tell us about MCNC's positioning and mission
? In its role as an international advertising agency, MCNC acts as an extra-local agency, enabling media outlets to market their inventory to advertisers with offices outside the media outlet's national territory. This is the case for various television channels, including Canal Algérie, MBC 1 Europe, Ennahar TV, Nessma TV Europe, Al Aoula, and more than 20 other channels in Sub-Saharan Africa and various websites (Moroccan, Algerian, Tunisian, and pan-Arab).
Your company has been awarded the contract to market the advertising inventory of the 2019 African Cup of Nations international signal covering sub-Saharan Africa. Can you tell us the exact scope of this contract?
We have been chosen to market the advertising inventory of the African Union of Broadcasting (AUB) international signal for CAN 2019 covering all sub-Saharan African countries except South Africa, Lesotho, and Swaziland.
This international signal is carried by all national channels and a few private channels that have acquired broadcasting rights from the AUB and will be broadcast on DTT or Analog Terrestrial Television (except TFM for replays after the end of the match) in countries that have not yet completed their migration to DTT.
Our advertising screens are located 4'30" before the start of each match and 4'30" before the start of the second half.
To date, more than 30 public broadcasting groups have acquired the broadcasting rights for CAN 2019 from the UAR.
Our advertising partners benefit from high visibility by communicating on the international signal, as they take advantage of the unencrypted broadcast provided by all national channels. We estimate the audience for certain CAN matches at over 500 million viewers, given the territory covered by the signal. During the 2013 AFCON, the cumulative audience reached 6 billion viewers.
Not only do our advertising partners benefit from this high visibility, but also from significant economies of scale, as our offers are very competitive when an advertiser wants to cover more than two countries. If our offer did not exist, an advertiser wishing to gain pan-African visibility around the CAN would have to purchase advertising space from each of the partner channels to cover the same territory, which would be prohibitively expensive.
Which advertisers have already signed up?
Several advertisers and sponsors have positioned themselves on the 2019 AFCON, including Total, Orange, Visa, Continental, OPPO, and many others
. The AFCON has already started. Is it still possible to become an advertiser for this competition, and under what conditions?
Yes, it is still possible to position yourself on our pan-African inventory, but given the deadlines, the advertising films of our new advertising partners will not be broadcast before June 30 (third match of the first round) and will mainly focus on the matches from the round of 16 onwards.
To give you an idea of our commercial offers, for a 30-second commercial, we offer the following package: round of 16, quarter-finals, semi-finals, qualifying matches, and final, with two spots per match, i.e., 32 30-second spots (16 matches) for €400,000 excluding VAT, or €12,500 per 30-second spot as part of this package, which is very advantageous for our partners.
We also have other generic offers and are ready to provide customized offers based on our partners' needs.
Contact:
+33 182883336