Target conducted a survey at the second quarterly of 2018 on voting intentions related to elections of next December.
IMPACT OF ADVERTISING IN DR CONGO
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Since several years, we observed a certain development of the number of advertising and communication agencies in the DRC as well as some modernization of various communication media (SMS, internet) and technical design / production advertising (graphics, billboards, 3D imaging ...).
At this stage, the need is to measure the impact of all these developments on the Congolese consumers especially in terms of audience of different advertising media. To realize this, a survey was conducted from April 1st to 14th, 2013 in seven major cities of the DRC (Kinshasa, Lubumbashi, Matadi, Kisangani, Goma, Bukavu and Mbuji-Mayi) with a sample of 3528 people with the method of quotas (age, sex and place of residence).
Analysis of the results clearly shows that in the Democratic Republic of Congo, television (65%) and billboards (50%) are the advertising media that reach the most people, followed by the radio (34%), posters (21 %) and SMS (20%). In the other hand, the internet, flyers and print media seem to attract less interest in terms of advertising except in Lubumbashi.
The media generally have less impact in the towns of Goma, Bukavu and Mbuji-Mayi; this can be explained by security concerns or the electricity shortage.
In terms of profile, the media has more impact on men, aged of 18-34 and active people.
On which of these have you followed an ad during the 30 latest days?
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Base 100% = 3528
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Detailed results by city
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Detailed results by sex, age and occupation
Friday, August 30, 2013 - 16:01
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