The advertising landscape in Cote D’Ivoire is quite robust following the recent economic growth in the country and boosted by a young consumer base. In 2016 it was estimated that the total advertising spend was $110 million, and international retailers such as the French multinational Carrefour have increased their footprint in Cote D’Ivoire. While traditional media including radio, TV, print, and outdoor advertising remain strong, as higher percentages of the population come online, it is expected that digital modes will also increase in power.

A recent GeoPoll study in Cote D’Ivoire, run in conjunction with GeoPoll Audience Measurement’s regular data collection in the country, examined the usage of traditional and new media, along with purchase habits for several fast-moving consumer goods.

Traditional Media in Cote D’Ivoire

GeoPoll’s study of the media landscape in Cote D’Ivoire finds that Television is the most-consumed traditional media, with 48% watching TV for more than two hours a day, and an additional 43% watching at least some TV each day. The youngest age group (15-24) report slightly higher viewership than older age groups. Radio also performs well, with 32% listening for between more than two hours per day, and a total of 84% listening to radio each day.

Both radio and newspapers are more popular with the older age groups, who are more likely to read a daily newspaper and report listening to the radio for more than two hours. The older age group is also slightly more likely to read a magazine every day than younger populations.

Billboards are found to be a polarizing medium, with 38% saying they would not be likely to read or react to a billboard advertisement, and 21% saying they would be highly likely to read or react to an out-of-home ad.

TV Ratings in Cote D’Ivoire

Looking at the ratings of TV stations in Cote D’Ivoire for January to February 2020, we can see the dominance of RTI1 and RTI2. RT1 or La Première had a total share of 23% of the TV viewing audience in January 2020, and 16% in February 2020, while RTI2 had a share of 13% in January and 8% in February. Canal+ Sport was the next most popular station, with 8% of share in January and 11% of share in February. Demonstrating the diverse interests of the audience in Cote D’Ivoire, other top stations include Canal+, NovelasTV, NollywoodTV, France24, National Geographic, TraceTV, and SyFy. Stations that are more popular with female audiences include NollywoodTV and Novelas TV, which are both entertainment channels. 

Internet and Social Media in Cote D’Ivoire

Internet usage in Ivory Coast is low compared to other West African countries such as Nigeria, and GeoPoll found that 41% of our SMS respondents access the Internet on most days, but for less than one hour a day, with only 13% accessing the internet for one to four hours per day. Despite this, several media outlets have started using social media and messaging applications to reach their audience, including La Monde, which has used WhatsApp to grow its audience in Francophone Africa. This study confirmed the dominance of Facebook and WhatsApp in Cote D’Ivoire, with Facebook having the highest levels of use: 39% state that they use Facebook for more than two hours a day, compared to 9% who say the same for Instagram, 20% for YouTube, and 34% for WhatsApp.

Get Data on Ivory Coast TV and Radio Ratings

GeoPoll collects regular audience measurement data through GeoPoll Audience Measurement, which displays daily TV and Radio ratings in Cote D’Ivoire through an interactive dashboard. To get access to GeoPoll Audience Measurement data in Cote D’Ivoire, which is run in conjunction with Harmonies Media and PHD, please contact us here.

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GeoPoll, Harmonies Media Group, and PHD Media are pleased to announce the launch of daily audience measurement data in Ivory Coast, collected through GeoPoll’s innovative mobile-based methodology. With this launch, GeoPoll will become the only provider of daily audience data for television and radio in Ivory Coast, which has previously relied on yearly media reports that do not capture daily changes in audience habits. Harmonies Media Group will use GeoPoll data to optimize the targeting of specific audiences and rapidly evaluate the effectiveness of marketing spend, allowing clients to save significant cost on media buys while ensuring messages reach the desired audience.

“We are excited to partner with GeoPoll to bring their audience measurement service to Ivory Coast. The media landscape in Francophone Africa is always evolving, and with daily data from GeoPoll we will be able to plan more effective media buys and react quickly to a dynamic advertising market, resulting in a higher return on investment for our clients,” said Sidikou Karimou, Chief Executive Officer of Harmonies Media Group.

GeoPoll is the leading mobile-based research company in Africa, and its audience measurement service uses a unique multi-modal methodology to collect daily media data from areas that are difficult to reach using traditional paper diary methods. Since its inception in 2014, GeoPoll’s audience measurement service has expanded to 14 countries in Africa, Asia, and the Caribbean, and is used daily by leading brands, agencies, and media groups.

“GeoPoll looks forward to increasing our presence in Francophone Africa with the launch of our flagship data product in Ivory Coast. As Africa becomes an increasingly mobile-centric continent, GeoPoll’s methodology continues to prove itself, and we are confident that the audience data collected by GeoPoll will be invaluable to those looking to reduce advertising costs across the country and entire region” said Nicholas Becker, GeoPoll CEO.

Media Data from Ivory Coast

Initial data from the product reveals insights around TV, radio, and social media usage among the adult population in Ivory Coast, including:

• 39% of respondents indicating they use Facebook more than 2 hours a day. Just 9% say they use either Instagram or Twitter the same amount.
• Television consumption is high, with 85% saying they have watched TV in the last 7 days.
• The top slot for TV viewership on weekdays is RTI-1 during the 8pm – 830pm time slot. Novelas TV is also popular in the evenings on weekdays.

The data will be integrated with PHD Media’s game changing media planning tool Source, which is launching in Ivory Coast in conjunction with GeoPoll Audience Measurement. Following the rollout of GeoPoll Audience Measurement in Ivory Coast, GeoPoll and Harmonies Media Group will look to bring daily audience data to other countries in French West and Central Africa.

GeoPoll Audience Measurement uses a diary method which collects data through surveys run by SMS and mobile application multiple times a day.  A four-hour recall period provides significantly more reliable data than traditional methodologies, in which respondents fill out paper forms over week-long periods and results are released several months after data collection. GeoPoll data is available the next day through an interactive dashboard, and integrated planning tools allow for targeting of specific audiences by location and demographics.

To request a demo of GeoPoll Audience Measurement in Ivory Coast please contact us here.

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