As it does every year, Adweknow has compiled a wealth of information based on television advertising data published monthly by IPSOS, providing insights into how brands managed their TV advertising presence in Côte d'Ivoire in 2024.
Key findings
- Only 44 advertisers appear at least once in the monthly TOP 10.
- CANAL+ is the only advertiser to appear eight times in the TOP 10. It ranks first six times. It is both the most frequent advertiser and the one that invests the most each time it communicates.
- Apart from CANAL+, which ranked first six times during the year, five other advertisers occupied the top spot in the TOP 10: ORANGE in January and September, CHATEAUX DE France in May, MAGGI in March (which was also the only month in which this brand advertised), WAVE in July, and CELESTE in August.
- Three advertisers appear seven times out of twelve in the TOP 10: CANAL BOX, BETCLIC, and CELESTE, and five advertisers appear six times out of twelve: MOOV AFRICA, CHATEAUX DE France, LAITY, MTN Côte d’Ivoire, and Pâtes MAMAN.
- 27 advertisers were only present for 1 or 2 months. They represent more than 60% of advertisers, while those who were present for at least 3 months per semester represent only 20% of advertisers.
- January, during which the 2024 African Cup of Nations took place, was the month with the highest television usage by brands in Côte d'Ivoire. This event was an opportunity for many brands, as audiences were particularly high throughout this period given the circumstances. However, seven of the top ten brands present in January did not communicate again after the end of the competition.
- Telecoms, once by far the leading investors in television, no longer occupy the top spots in the TOP 10, or only do so on a very occasional basis.
In 2024, TV advertising investment grew by 33.1% in Côte d'Ivoire thanks to an 83% increase in the first half of the year.