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‘More TV, Movies And Series’

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Nine out of 10 Africans, which is 89% of the population, watched more television in French-speaking sub-Saharan Africa during lockdown, says new study.

Here’s another study that throws more light on lockdown consumer behavior in the Covid-19 era.  

Canal+ Advertising, the sales house of Canal+ International TV channels and external publishers, whose activities are mainly focused on French-speaking sub-Saharan Africa, has just released a study on how Covid-19 is influencing behaviors and expectations.

In a first-of-its-kind survey, it found that nine out of 10 Africans, which is 89% of the population, watched more television (two hours and six minutes more than usual) during March to April, when the study was conducted.

“The study noted a significant increase in media consumption due to the stay-at-home orders (confinement and/or curfew situation),” says Damien Legeai, head of marketing of Canal+ Advertising.

The study covered over eight markets in French-speaking sub-Saharan Africa including Senegal, Côte d’Ivoire, Cameroon, the DRC, Gabon, Mali, Burkina Faso and the Congo.

“TV viewers want to be informed and entertained, so they watch more news channels (FRANCE 24 is number one in terms of increase), more entertainment, more movies and series (Canal +, Novelas TV and Nollywood TV),” says Legeai.

The study also noted a definite change in purchasing behavior.

Adds Legeai: “74% of respondents report spending more for their shopping than before. It means having a stock pile of food. Some product categories are more purchased than others: food, body hygiene (hydroalcoholic gel), cleaning materials (bleach) and mobile phone plans.”

The Canal+ study found that a brand that adapts its communication is going to appear as more dynamic, more confident, and has a proximity with consumers compared to brands that are no longer communicating.

Canal+ is soon also launching activities in English-speaking Africa in its efforts to boost original content development.

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