As it does every year, Adweknow has compiled a wealth of insights into how brands managed their TV advertising presence in 2024, based on television advertising data published monthly by IPSOS.
Key findings
- 1XBET remains, as in 2023, the largest advertiser in Senegal. It has been in the TOP 10 all year (12 months out of 12) and has been ranked first or second 9 times out of 12.
- Six advertisers occupied the top spot in the TOP 10: apart from 1XBET, which was number one seven times during the year, KALIMO (real estate) in January, MANAMAURI (energy drinks) in June, SENICO (food) in March, KEUR MATY (shopping center) in April, and BRT (transportation) in May took first place in the monthly TOP 10.
- Overall, the number of advertisers able to invest enough to be among the 10 largest monthly advertisers declined between 2023 and 2024. There were 57 in 2023, but only 48 in 2024.
- Ten advertisers have been in the monthly TOP 10 for at least three consecutive months: KALIMO (Real Estate), ORANGE SENEGAL (Telecom Operator), 1XBET (Betting), K PAY (Money Transfer), CHEF AIDA (Financial Management), MANUMAURI (Energy drinks), DAKAR DEM DIKK (Transport), CANAL+ (Audiovisual), BELLAT (Food), RESIDENCE ADJA MATY (Real estate)
- 34 advertisers appear in the monthly TOP 10 for only one or two months of the year, compared to 42 in 2023.
- January (CAN 2024), March, and April (religious holidays) were the months with the highest television usage by brands in Senegal.
Lessons
- Telecommunications companies, once by far the leading investors in television, no longer occupy the top spots in the TOP 10. On the other hand, online betting and gambling are omnipresent, mainly thanks to 1XBET, although SUNUBET, LONASE, MELBET, and MOJABET also appear once or twice in the TOP 10 for 2024.
- This dependence may raise some concerns for future television channel revenues, given the current discussions on reforming the legal framework for advertising in Senegal, which aims to "control prohibited advertising activities, particularly gambling and products that are harmful to health, in order to protect consumers."
- There are two types of big advertisers: those who invest throughout most of the year and those who concentrate their investments over a period of one to three months.
- In 2023, MANAMAURI and REAL MIX energy drinks and 1XBET and SUNUBET online betting sites engaged in an intense battle for TV advertising investment. In 2024, REAL MIX and SUNUBET surrendered.
In 2024, TV advertising investment in Senegal grew by 16.7%, with a significant disparity between the first half of the year, which grew by 35.5%, and the second half, which stagnated compared to 2023.