After more than two years of anticipation, the national audience measurement system for audiovisual media is finally up and running: the High Authority for Audiovisual Communication (HACA) published the first results this week.
The Kantar study was conducted in two waves: from May 6 to 30, 2025, and from June 17 to July 8, 2025, among more than 9,000 individuals aged 15 and over (4,500 per wave) residing in six major cities across the country: Abidjan, Abengourou, Bouaké, Daloa, Korhogo, and San Pedro.
Key findings
92% of households have a television, 68% have a radio, and 91% have Internet access.
Every day, residents of covered cities spend an average of 6 hours and 57 minutes consuming media, including
3:08 a.m. for TV,
31 minutes for the radio
and 3 hours and 13 minutes for the internet
TELEVISION
71.2% of the population aged 15 and over watches television every day.
Men and 15-24 year olds watch more TV than the average population.
The peak audience is at 8 p.m. and represents approximately 36% of the population, or 2.17 million viewers.
Consumption takes place mainly at home (95%) and in public places (approximately 21%).
RADIO
24.4% of the population aged 15 and over listens to the radio every day.
Listening is more common among men (29.7% in June) and more prevalent among those aged 50 and over (36.2%).
The peak audience is between 6:00 a.m. and 6:30 a.m.
Consumption takes place at home (67%) and on public transport (39%).
INTERNET
76.9% of respondents say they access the Internet and social media daily, with 31% of them having access at home.
Men, 25-34 year olds, working people, and students are the most connected audiences.
According to the HACA press release, this national audience measurement "sheds light on the media habits of Ivorians and guides communication, programming, and advertising investment strategies. It is part of a drive for transparency, innovation, and professionalization in the Ivorian audiovisual market.
The regularity of measurements and their certification by the HACA guarantee the transparency and reliability of the data made available to market participants.
It should be noted that, to date, the HACA has limited itself to publishing general indicators on media usage but has not published audience data by television channel or radio station.
The main interest of the new study lies in the now indisputable reference value of the results, which is why the HACA and the channels must go further in terms of transparency by officially publishing overall results for each channel every two or three months (in terms of audience share, which is the most indisputable criterion, or in terms of cumulative audience and daily viewing time) in order to prevent partial or even contradictory figures on channel audiences from circulating under the table.