Médiamétrie has published the results of the fifth wave of its regular declarative measurement of television audiences in Côte d'Ivoire, conducted from October 18 to 30, then on November 2, 7, and 8, 2020, and carried out in the field by Omedia.
It should be noted that this wave of surveys took place in a particular context linked to the presidential election held on October 31, 2020.
Compared to the July/August and September waves, there have been significant changes in the results, particularly in terms of the distribution of audiences between public channels, private channels, and pan-African or international channels.
While they accounted for only 68.5% of the audience in September, they reached a record 75.8% in October/November.
At the same time, Ivorian private DTT channels lost nearly half of their audience (8.6% vs. 15.7% PDA), while public service channels remained broadly stable (15.6% vs. 15.8% PDA).
According to our information, this upheaval could be due to the presence of football competitions (Champions League during the observation period), which boosted sports channels (CANAL+SPORT) at the expense of private Ivorian channels.
See also: 4th Médiamétrie wave – nearly 30% increase in audience for Ivorian public and private channels.
Other indicators remain stable:
The cumulative audience for those aged 15 and over reached 80% compared to 77.4% in September,
The percentage of people who are familiar with DTT reached 35.7% compared to 34.6% in September.
37.4% of those familiar with DTT intend to purchase an adapter to receive digital television, representing 13.3% of Abidjan residents (compared to 12.5% in September).
Regarding Internet use, 43.2% of those surveyed said they had been online the previous day (compared to 39% in September).
Social media use remains high, with 63.4% of individuals registered on at least one social network; Facebook is still in the lead, followed by Instagram, Twitter, and LinkedIn. Among those registered on a social network, 53.6% say they log on every day or almost every day.
Omedia conducted the study in the ten municipalities that make up Abidjan from October 18 to November 8, 2020. The surveys were conducted face-to-face with 560 people aged 15 and over who are representative of the population living in Abidjan. Médiamétrie contributed its expertise and know-how in survey methodology, statistical adjustments, and the production and dissemination of results using its analysis and consultation software. In Africa, Médiamétrie also conducts TV and radio audience surveys in Senegal and Cameroon with Omedia.