In 2013, TARGET Sarl carried out a research on celebrities preferred by Kinshasa people in order to put at the disposal of advertisers as well as communication agencies information on people capable of better conveying their messages towards their targets. From 6 to 9 June 2014, TARGET agency interviewed a representative sample of Kinshasa people on both Congolese and foreign celebrities preferred in the fields of media, music, drama/cinema, sports and advertisements.

Just as last year, the top 3 preferred celebrities by field contain only Congolese celebrities apart from sport whereas soccer players, Lionel Messi and Cristiano Ronaldo are considered. Media field is still dominated by Congolese music commentators while theaters/movies and advertisements fields are dominated by Congolese comic actors of popular theater. Except for the American wrestler John Cena, classification of preferred sportsmen is totally focused on soccer.

However, the research result of 2014 includes all the same some surprises:

• In Music, Fally Ipupa (14%) and Ferre Gola (9%) are the two greatest revelations of 2014.  They took advantage of Ngiama Werrason (-5%) and Koffi Olomide fall (-6%) to raise up to the first and second position. The fourth position is occupied by Athoms MBUMBA (5%) placed equal with Koffi Olomide and Patrice Ngoyi Musoko. On the contrary to last year survey, classification of 2014 includes 7 foreign musicians against only one in 2013 (Rihanna). This shows that Congolese people are more and more opened to foreign music with a specific attraction to both Francophone singers (La Fouine, Céline Dion and Booba) and Anglophone singers (Rihanna, Davido, P-Square and Beyonce Knowles).
   
• In Theater/movies, it is Elombe Sukari (10%) and Vue de Loin (8%) that are recording the best progression of the year (+4%) and are raising up to the third position and fourth position behind the outstanding Lady Esobe (15%) and Fiston Sai Saï (14%).
   

• In sport, the Argentinean player Lionel Messi (24%) is still at the top but the Portuguese Cristiano Ronaldo (recent winner of Champions’ League UEFA with Real of Madrid) henceforth occupies the second position with 17% (+8%) just before the Congolese player Tresor Mputu (15%). The transfer of this latter to Angola Club Kabuscorp seems to have affected a little bit his popularity towards Kinshasa people.  
   

• In advertisement, the comic artist Fiston Sai Saï (64%) is more and more increasing his leadership (+9% compared to 2013) and largely overcoming all his current competitors: Ngalufar (5%) as well as Tito Pika, Rock Bodo and Lady Esobe (with 4% each). Let also underline entry of players Lionel Messi and Cristiano Ronaldo in classification of 2014 as regards advertisements field for foreign brands which are also seen by Kinshasa people (Nike, Gillette, Armani, Samsung, Pepsi, Lays, Turkish Airlines…)
   
• In media, Mariana Kongo (6%) is taking advantage of the Marius Muhunga fall (-2%) for appearing in Top 3 of 2014 behind Papy Mboma (10%) and Paulin Mukendi (7%). Classification are certainly dominated by commentators of Congolese music, but in spite of that let underline the remarkable entry into Top 5 of politic commentators, Eliezer Tambwe and sport commentators of public channel RTNC François Kabulo (6% each).

Who is the Congolese or foreigner celebrity you prefer the most?
 

    1. Music

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BASE 100% = 1001

    2. Drama / Cinema

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    3. Sports

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    4. Advertisement

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    5. Media

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