According to Omedia, which tracks IPTV in Senegal and other countries, TV advertising investment grew by 40.6% between 2022 and 2021.
With a total of 19 billion CFA francs, Senegalese television channels have seen their gross revenues skyrocket in one year. This is the second year that IPTV has grown significantly (+20% in 2021 compared to 2020), but the growth in 2022 is exceptional.
In two years, the Senegalese TV market has grown from 11 billion to 19 billion.
Of course, the presence of the Senegalese soccer team in the final phase of the 2022 FIFA World Cup and its victory in the 2021 Africa Cup of Nations, which took place in January 2022, explains part of this growth (+116% in January 2022 and +63.7% in November-December 2022 vs. November-December 2021) but the two-year increase is indicative of the interest that brands have in TV media in a country where digital occupies a unique position in French-speaking Africa in terms of audience and time spent on the medium, and continues to grow steadily.