Francophone Africa still looks to RFI and France 24 remain reference channels, according to Africascope 2016/2017 survey
8 September 2017
RFI and France 24 should be very pleased with the results of the annual Afriscope survey. Conducted by Kantar-TNS in Burkina Faso, Cameroon, Côte d'Ivoire, Gabon, Mali, DRC and Senegal, it shows that the two-French speaking channels continue to attract strong audiences,
The survey indicates that RFI is top of the charts among international radio stations and remains in the top 5 most listened to radios daily (all radios combined). Between one quarter and two thirds of the total population listen to it weekly in the various countries surveyed.
RFI is particularly popular among professionals like executives and managers. In some countries, such as Mali, for example, the survey reveals that 94% of executives and managers listen to it every day. According to the survey. In Francophone Africa, RFI is known by virtually all of the population.
In Abidjan, it ranks as the first radio station in Abidjan, where 20.1% of the population and 54% of managers and executives listen to it daily. In Libreville also, it is the first radio listened with 36.2% of daily audience and 71% among executives and executives.
The reputation of RFI is also confirmed on the digital. It reached a new record of traffic with an average of 2.9 million monthly visits in very strong growth (+ 47% vs 1st half 2016).
As with RFI, the opinions gathered from the respondents indicate that France 24 remains the first international news channel. Each week, this television channel records an average audience of 46% at the level of the seven countries of the study. France 24 also leads among TV stations followed by the executives and leaders of French-speaking African countries, or 85%.
But it is in Gabon that France 24 records its highest audience where 65.4% of the population follows it every week. Like RFI, 94% of Malian executives and executives follow the television channel each week.
Television is also making progress on digital. Indeed, the survey indicates that France 24 is experiencing a further increase in its traffic with an average of 2.4 million monthly visits over the period in all the countries studied, an increase of 22% compared to the first half year 2016.
In all, it emerges from this survey Africascope 2016-2017 that the two channels of the France Médias Monde group are wicdely listened to and watched by the executives and managers to whom they continue to be references in terms of information. Their digital offers are also extremely popular.
These results from France 24 and RFI, complemented by those of TV5Monde on the same wave 2016-2017, show once again the attachment to the complementarity of the French and French-language channels, which attracts a large number of viewers and listeners in the region.
It should be noted that Africascope 2016-2017 is a face-to-face survey from September to November 2016 and from March to May 2017 of a representative sample of the population over 15 years old in Ouagadougou (Burkina Faso), Douala and Yaoundé (Cameroon), Abidjan (Côte d'Ivoire), Libreville (Gabon), Bamako (Mali), Kinshasa (DRC) and Dakar (Senegal).
So why are these French channels so popular? Obviously they provide high quality content that is relevant to Francophone Africa. But as elsewhere, international channels become popular when local news outlets fall short in telling the truth about what’s happening. So full points to RFI and France 24 but when will local broadcasters up their game?
The survey also provided other insights. The Francophone African women surveyed were interested in cooking (69%), music (6%), family/couples (56%), fashion (53%), and beauty (51%). In a chart highlighting women’s media consumption 89% are watching television, 58% listen to the radio and 38% are connected to the internet. In addition, 80% of women use their mobile phones, 13% laptops, 8% computers, 8% tablets, 2% Smart TV and 8% others means to connect to the internet. In social networking, Afriscope reveals that 19% of women are connected to Facebook. However, a there is a much smaller presence on Twitter (3%) and Instagram (3%).
This compares with social media use among the total sample of: Facebook (87%), Google+ (28%), Twitter (24%) and LinkedIn (1%).
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