Canal+ Africa announced it will be the first customer for Omedia and Médiamétrie enhanced TV audience measurement launched in Ivory Coast earlier this month. The service will provide TV channels, advertisers, and media agencies with the main audience indicators on a 6-week basis.
Since the launch of DTT in 2019, Ivory Coast’s free-to-air market has seen the entry of private players (including Canal+’s new channel A+ Ivoire) alongside the public broadcaster RTI. To support their development, private broadcasters will have to seek revenue from advertisers, who are generally reluctant to invest without reliable and regular audience measurements. All Ivorian DTT channels are therefore expected to join the spectrum of Omedia and Médiamétrie studies.
TV audience metrics remain marginal in French-speaking Africa, where some studies are noticeable (AfricaScope, Médiamétrie, Geopoll, …) but not regular enough to drive substantial advertising revenues. Like in Ivory Coast, DTT deployments and the arrival of private actors could trigger the development of such services, but a significant growth in TV advertising revenues will only be possible if the trend is also supported by the multiplication of quality content and a strong collaboration between players.