There is little data available on advertising investment in Guinea, and when such data does exist, it is not generally disclosed.
This lack of visibility on developments in the advertising market is one of the reasons limiting the growth of advertising investment and, consequently, media funding.
We shared this observation with Naromy Kourouma, who heads Direct Dialog in Guinea, and agreed to publish regular updates on the evolution of media advertising investments in Guinea.
Exclusively for Adweknow, here is the breakdown of IP addresses in Guinea for the first half of 2025:
- Outdoor advertising dominates, accounting for two-thirds of advertising investment.
- Radio accounts for 17.5% of investments, slightly ahead of television, which accounts for 16.4%.
- The press accounts for less than 0.2% of the total.
| Scope of the study: Press: Weekly print media outlets | |
| Radio: National and private news and commercial stations. | |
| TV: National and private news channels. | |
| Raw data, including TV and radio sponsorship. | |
Overall, advertising investment in Guinea amounts to 23.2 billion CFA francs across all media, or €3.5 million.
This amount is up 33% compared to the first half of 2024.
Most of this growth was in advertising, particularly because Sotra Money, a new mobile money app brand that is very active in advertising, was launched in April 2025.
It should also be noted that in May 2024, the licenses of six private radio and television stations were revoked (Espace fm and Tv, Fim fm, Evasion fm, Sweet fm, Djoma fm) for non-compliance with specifications, misconduct, and attacks on national unity, which had a significant impact on the amount invested in TV and radio by advertisers.
