2024 EDITION
Nigeria
₦430.9bnREPORTED ATL
EXPENDITURE
Cable TV · 69%
Media and market
Cable television attracted ₦296.8bn, followed by outdoor at ₦74.4bn (17%). Terrestrial TV
represented 8% of ATL expenditure.
Leading categories
Cable platforms led category spending at ₦106.06bn (25%), ahead of betting at ₦39.39bn (9%) and
streaming at ₦32.41bn (8%).
Advertiser context
DStv invested ₦73bn (17%), followed by Showmax at ₦31bn (7%) and GOtv at ₦20bn (5%).
View original country summary ↗
2024 EDITION
Ghana
GH₵1.66bnREPORTED ATL
EXPENDITURE
Television reach · 85%
Media and market
The public summary reports television reach of 85%, radio reach of 82% and internet reach of 69%.
These are audience reach figures, not shares of advertising spend.
Leading categories
Medicine and healthcare led at GH₵266.54m (16.04%). Service companies accounted for 11.2% and
food for 9% of expenditure.
Advertiser context
Scancom (MTN) led at GH₵48.88m (2.94%). NDC and NPP together spent GH₵56.41m in an election year.
View original country summary ↗
2024 EDITION
Côte d’Ivoire
XOF24.07bnREPORTED ATL EXPENDITURE
Television · 52%
Media and market
Television captured XOF12.45bn (52%) and outdoor XOF7.39bn (31%). Radio and press represented 9%
and 8%, respectively.
Leading categories
Food led at XOF3.96bn (16%), followed by non-alcoholic beverages at XOF2.19bn (9%).
Advertiser context
Groupe Cambé d’Or invested XOF2.48bn (10%). Canal+, Solibra and MTN CI were also among the
leading companies.
View original country summary ↗
2024 EDITION
Cameroon
XAF1.14bnREPORTED
ATL EXPENDITURE
Non-alcoholic drinks · 43%
Media and market
The public 2024 edition summary reports ATL expenditure of XAF1.14bn. Beverage advertising was a
major driver of the market.
Leading categories
Non-alcoholic drinks accounted for 43% of expenditure, followed by entertainment at 11% and
automotive at 8%.
Advertiser context
Les Brasseries du Cameroun invested XAF90m (8%), followed by Canal+ at XAF74.8m and MTN at
XAF73.9m.
View original country summary ↗
2024 EDITION
Senegal
XOF1.68bnREPORTED ATL
EXPENDITURE
Television · 56%
Media and market
Television accounted for 56% of the ATL spend reported in the summary and radio 44%. The
published summary does not report outdoor or press expenditure.
Leading categories
Real estate led at XOF617.1m (37%), followed by beverages at XOF307.1m (18%) and entertainment at
XOF126.7m (8%).
Advertiser context
The public summary focuses on category expenditure rather than a named ranking of leading
advertisers.
View original country summary ↗
2024 EDITION
Mali
XOF293.2mREPORTED ATL
EXPENDITURE
Mobile phones + telecoms · 43%
Media and market
Mali is an additional country covered by the original public 2024 summary. Its reported ATL
market total was XOF293.2m.
Leading categories
Mobile phones represented XOF68.5m (23%) and telecommunications XOF57.6m (20%). Real estate and
food followed at 16% and 14%.
Advertiser context
Orange invested XOF91.6m and Moov Africa XOF36.3m, according to the published summary.
View original country summary ↗
SOURCE COVERAGE
Benin
No Benin country summary appears on the original public 2024 website reviewed for this archive.
Verified 2024 figures are needed before a summary can be added.
Open the 2025 Benin profile ↗