Médiamétrie has published the results of the third wave of the new regular declarative measurement of television audiences in Côte d'Ivoire,
which was launched in May 2020 due to the health crisis.
The surveys were conducted face-to-face over a 16-day period, from July 26 to August 10, 2020, with 554 people aged 15 and over who are representative of the population living in Abidjan.
Awareness of DTT:
During this period, 28.7%
of Abidjan residents said they were aware of DTT, and 33.4%
of those who were aware of DTT intended to purchase an adapter that would allow them to receive digital terrestrial television. These figures were 51.7%
and 73.8%
respectively in February 2020, at a time when communication campaigns were in full swing.
The health crisis brought all communication about DTT to a halt, significantly impacting its awareness and proving, if proof were needed, the importance of communication in raising awareness and driving brand purchases.
See also: DTT awareness: the 50% mark exceeded in Côte d'Ivoire according to Médiamétrie
Audience shares
Since the launch of DTT channels, the influence of Ivorian channels has continued to grow at the expense of pan-African and international channels.
19.7% in the
first half of 2019, i.e. a few months after the launch of A+Ivoire,
22.4% in the second half of 2019
24.4% during this summer wave, at a time when NCI, Life TV, La 3, and Al Bayane TV joined RTI1, RTI2, and A+ Ivoire on DTT.
The enrichment of the content offering for Ivorians is attracting more and more Ivorians every day, despite the still low penetration of these channels.
Furthermore, according to Médiamétrie, in July/August, private Ivorian DTT channels accounted for the same share as public Ivorian channels (12.3% vs. 12.1%). Is this a one-off phenomenon linked to the school vacation period or a significant trend? This will be verified in the next waves
. Cumulative audience
: at 78.6%,
coverage remains high and stable compared to previous waves, even if it is far from the level observed in December 2019 (90.4%).
Internet:
Regarding Internet use, 51.8%
of respondents said they had gone online the day before.
Social media use remains high, with 77.4%
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, 55.9% say they log on every day or almost every day.