According to the Omedia institute, which tracks TV advertising investments (IPTV) in several African countries, the TV advertising market continues to grow strongly in Senegal. Since the beginning of the year, advertisers' advertising investments have increased by +28.3% compared to the first nine months of 2022.
The third quarter grew by +37.7% compared to the third quarter of 2022.
While in other countries studied by Omedia, advertising investment tends to stagnate or decline, the example of Senegal shows that in a competitive market, television is an effective medium that is highly prized by advertisers, regardless of their sector.
The market's dynamism is due to the arrival of new advertisers: none of the advertisers in the TOP 10 in August 2023 were in the TOP 10 in August 2022, with the exception of 1Xbet and Orange. In September 2023, only 1Xbet was in the Top 10 in both 2022 and 2023; all the others were not in the TOP 10 a year ago.
The TV advertising market in Senegal is no longer dependent on investments from telecom advertisers, which did not even rank among the top 10 sectors in July. They ranked only 8th in August and 10th in September.