+76% in Cameroon, +114% in Senegal in the first quarter of 2022: TV advertising investments tracked by Omedia were boosted by the performance of their national teams in the 2022 Africa Cup of Nations.
Senegal's victory in the competition allowed many advertisers to ride the wave of enthusiasm generated by their national team.
In particular, the partners of the Senegalese Football Federation: Orange, LONASE, 1XBET, and Kirène supported their partnership investments on television, as they were among the top 10 advertisers in January and February. March was also an exceptional month, with a +232% increase compared to March 2021.
The significant increase in TV advertising investment in Cameroon was more predictable, as the competition was taking place there.
Nevertheless, the national team's good performance, reaching the semi-finals, also contributed to the exceptional results observed in terms of gross TV advertising expenditure.
In Ivory Coast, whose national team failed to reach the quarterfinals, the results for the first quarter were not boosted by the AFCON and are, on the contrary, down (-9.2%). It should nevertheless be remembered that 2021 saw strong growth compared to 2020.
The 2023 CAN will take place in Côte d'Ivoire and, for the first time, in the summer (from June 23 to July 23, 2023).