Ý GROUP’S CHANNELS THE AUDIENCE OVER FRENCH SPEAKING SUBSAHARIAN AFRICA Results of 2015 AfricaScope Survey 2015 TNS-Sofres THE MEASURE OF AUDIENCE IN SUBSAHARIAN AFRICA

The assessment of audiences of audio-visual media, the knowledge of number of viewers of TV channels and their socio demographic profiles make up major information for advertisers and media agencies because they allow them to assess in a scientific way, the appropriate efficiency and targeting of the medium they use within the scope of their commercial communication. These audience data are also essential to the fixing of neutral rates references of advertising spaces and also for the assessment for advertisers regarding the return on investments on media.

The knowledge of the evolution of the audience of audio-visual media makes up a crucial stake in Africa like everywhere in the world. The choice of an appropriate methodology to the field is essential.

Three main issues are raised then : • What type of method of data file keeping ? • Which geographic perimeter ? • What would be the frequency of data output ?

Compared to what is currently being implemented worldwide, the ideal would be to use an electronic data measurement of TV audience. The cost of the implementation of such a tool reveals to be out of proportion compared to the advertising investments realised over the sub-Saharan African market.

It is therefore recommended to approach the methodological choices of audience measurement by placing these ones in an insight of middle term evolution. It is in this view that has been made up the new version of AfricasScope survey. Implemented by TNS Sofres, Paris, AfricaScope Survey takes advantage of KANTAR MEDIA African subsidiaries on the field. AFRICASCOPE 2015

1.• A MODERNISED WAY TO COLLECT 2. A WIDEN AREA DATA : face to face interviews at home made on I-Pads in CAPI mode (Computer assisted personal interview) 7 COUNTRIES • SURVEY ENVIRONMENT • Individuals of 15 and over. 14 TOWNS Face to face questionnaires made at interviewees’ home. • Method of quotas • Sex • Age (6 categories) +than 17 MILLION • Level of instruction (4 categories) individuals aged over 15 • Profession of the interviewee • 1 eligible person per household Reference period : Monday – Sunday AFRICASCOPE 2015

3.• A FREQUENCY OF IMPROVED DATA OUTPUT Interviews spread over a period of time dedicated to an even more reliable file of audience. In 2015, 3 countries (Senegal, Ivory Coast, Cameroon) have benefited from two different studies.

SENEGAL IVORY COAST CAMEROON CRD GABON MALI BURKINA FASO

Geographic DAKAR ABIDJAN DOUALA KINSHASA LIBREVILLE BAMAKO OUAGADOUGOU area THIÈS BOUAKÉ YAOUNDÉ LUMUMBASHI PORT GENTIL SIKASSO BOBO DIOULASSO

Dates of interviews 23/05 to 28/06 4/06 to 24/07 14/06 to 23/07 12/06 to 20/07

S1 Number of interviews 1477 1579 1480 1454

Extrapolation (000) 2.061.000 3.136.000 2.861.000 7.302.000

Dates of interviews 5/10 to 2/11 8/10 to 8/11 7/10 to 25/11 23/10 to 7/12 16/10 to 30/11 23/10 to 7/12

S2 Number of interviews 1483 1517 1480 1450 1568 1450

Extrapolation (000) 2.061.000 3.136.000 2.861.000 502.000 1.219.000 1.559.000 MAIN INDICATORS AND DEFINITIONS

• AUDIENCE • REACH • COVERAGE • AVERAGE • DAILY VIEWING • SHARE QUARTER TIME

• Viewing of a specified • The cumulative • Number of • Percentage of total TV • Amount of average time population, whether percentage or total individuals/homes that viewing across a spent watching television, households or (usually expressed in can receive or are specified time interval during a day, esp with individuals, that is tuned thousands) of a exposed to a medium. of a given channel, regard to a particular to a particular population that has been programme or other station programme or station counted as viewers at use of TV set. during a given time least once during a interval, and expressed specified interval as a percentage of the (daily/weekly/monthly total TV audience during reach, advertising that interval. campaign reach, programme reach/ programme series reach, daypart reach and so on). A PRIVILEDGED ACCESS TO AFRICAN CONSUMERS

2.000.000 EVOLUTION OF NUMBER OF SUBSCRIBERS OF CANAL+ PAY-TV BUNDLES (IN THOUSANDS) SUBSCRIBERS French speaking sub-Saharan Africa have got 2.000 11,228,148 electrified equipped households.

The number of subscribed households to 1 550 PACKAGES represent 18%, which means 2,000,000 active households or 12,280,000 individuals (6.14 individuals per household in average). 1.083 By integrating the piracy distribution, potential audience of  TV channels represent more than 120 706 million viewers. 521 421 BENIN – BURKINA FASO – BURUNDI – 331 CAMEROON – CONGO – IVORY COAST – 140 191 DJIBOUTI – GAMBIA GUINEA – GUINEA-BISSAU EQUATORIAL GUINEA – GABON – MALI – MAURITANIA – NIGER – CRD – RWANDA – 2007 2008 2009 2010 2011 2012 2013 2014 2015 SENEGAL – TCHAD – TOGO  PACKAGE SUBSCRIBERS PROFIL

KNOWLEDGE OF FRENCH LEVEL OF EDUCATION LANGUAGE

TOTAL POPULATION 12% 15+

UNSCHOOLED 19% 16% CANAL+ PAY-TV BUNDLES SUBSCRIBERS NON FRENCH 31% SPEAKING PRIMARYPRIMAIR +11 pts 41% versus Base 15+ 29% SECONDARYSECONDAIR 84% 25% FRENCH SPEAKING

27% UPPER 16%

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / Universe : CANAL+ PAY-TV Bundles Subscribers  PACKAGE SUBSCRIBERS PROFIL

SOCIO-PROFESSIONAL CATEGORIES TV EQUIPEMENT CANAL+ PAY-TV BUNDLES SUBSCRIBERS 8% TOTAL POPULATION 15+

15% 36% 38% 32% 1 TV SET 20% 28% +28 pts 33% versus base 15+ 62% 2 TV OR MORE AA --SUPÉRIEURUPPER CLASS 28% B B- -MOYENNEMIDDLE UPPER SUPÉRIEUR CLASS C C- -MOYENNELOWER MIDDLE INFÉRIEUR CLASS D D- -INFÉRIEURLOWER CLASS

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / Universe : CANAL+ PAY-TV Bundles Subscribers TELEVISION, MEDIA N°1 IN AFRICA

84%

OF FRENCH SPEAKING 84% AFRICANS watch TV everyday, which remains by far the major media. 51% 11% 6% In Africa like everywhere, television remains the key media to build awareness.

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ Ý GROUP’S CHANNELS, N°1 IN AUDIENCE SHARE

Pan-African channels CANAL+ channels leader in audience leader of TV consumption in French speaking Africa

21% 52% Þ PAN-AFRICAN CHANNELS 48% NATIONAL CHANNELS 31% OTHER PAN-AFRICAN 48% CHANNELS NATIONAL CHANNELS

TELEVISION AUDIENCE SHARE

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ WESTLes AND chaînes CENTRAL du Groupe ¢ AFRICA LEADERSHIP Leaders en Afrique de l’Ouest et en Afrique Centrale

N°1 N°1 WEST AFRICA CENTRAL AFRICA 23% 19%

 CHANNELS AUDIENCE SHARE

AfricaScope 2015 / West Africa (Senega–IvoryCoast–Burkina Faso–Mali) - Central Africa (Cameroon–Gabon–DRC) / 15+ ALL TARGETS LEADERSHIP

UPPER SOCIAL CLASS MEN PERSON IN CHARGE OF WOMEN 15+ 25-39 ACTIVE HOUSEHOLD PURCHASES

26% 22% 21% 20% 21% 20%

 CHANNELS AUDIENCE SHARE

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ VIEWERS MORE DILIGENT

The Daily Viewing Time on Ý channels is higher than the other measured channels on average

Daily viewing time per viewers in minutes

67' 86 84 DVT 77 75 + 69 67 10' (sub-Saharan 62 for 55 African channels 48 42 42  average) 77' channels DVT Trace Africa TV5 Africable France 24 Euronews ( channels average) DAILY VIEWING TIME PER VIEWERS (DVT), 15+

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ A LARGE AND BALANCE COVERAGE, EVERYWHERE

TRACE AFRICA EURONEWS AFRICA 24 FRANCE 24 TV5MONDE AFRICABLE

SenegalSénégal CôteIvory d'IvoireCoast CamerounCameroon RDCDRC Gabon Burkina Faso Mali

PAN-AFRICAN CHANNELS AUDIENCE SHARE PER COUNTRY

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ 2 CHANNELS, LEADERS ON MEN 2 CHANNELS, LEADERS ON WOMEN

500

450

400

350

300

250

200

150

100

50

0 06h00 à 07h15 à 08h30 à 09h45 à 11h00 à 12h15 à 13h30 à 14h45 à 16h00 à 17h15 à 18h30 à 19h45 à 21h00 à 22h15 à 23h30 à 06h15 07h30 08h45 10h00 11h15 12h30 13h45 15h00 16h15 17h30 18h45 20h00 21h15 22h30 23h45

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / Average Quarter / Targets: Men/Women AUDIENCE PER CHANNEL

CANAL+ CANAL+ SPORT A+ NOLLYWOOD TV NOVELAS TV THE « BIG EVENTS » CHANNEL

Sex Education

UNSCHOOLEDNON SCOLAIRE 18,7%

PRIMARYPRIMAIRE 26,1%

65% 35% SECONDARYSECONDAIRE 38,5%

SUPERIEURUPPER 16,7%

Socio-Professional Categories Age

23% 28% A -ASUPERIEUR- UPPER CLASS 21% 40 years and over B -BMOYENNE- MIDDLE UPPER SUPERIEUR CLASS 39% 15 - 24 years old C -CMOYENNE- LOWER MIDDLE INFERIEUR CLASS 40% 25 - 39 years old 32% D -DINFERIEUR- LOWER CLASS 17%

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ THE « BIG EVENTS » CHANNEL

A large Upper Class attendance Very competitive on main targets Audience per 1/4h (in 000), Target: AB Social Category Audience shares, 15+ 6%

5%

4%

3%

2% 8%Upper Social Category 6 % Men 1%

0% Pan-African channel N°1 on Men Audience shares, Men, Ý Pay-TV Bundles Subscribers 12,8% 9,6% 9,6% 8,5% 4,7% VIEWERS OVER THE DAILY VIEWING TIME 3,6% 3,3% 3,0% 2,8% 2,6% LAST 7 DAYS Target: Men 77 minutes 3 259 000

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ FOUR CHANNELS 100% SPORT

Sex Education

UNSCHOOLEDNON SCOLAIRE 19,8%

PRIMARYPRIMAIRE 31,1%

90% 10% SECONDARYSECONDAIRE 38,6%

SUPERIEURUPPER 10,5%

Social Categories Age

23% 26% A - ASUPERIEUR- UPPER CLASS 21% 40 years and over B- MIDDLE UPPER CLASS B - MOYENNE SUPERIEUR 42% 15 - 24 years old C - MOYENNEC- LOWER MIDDLE INFERIEUR CLASS 37% 25 - 39 years old 16% D - DINFERIEUR- LOWER CLASS 34%

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ FOUR CHANNELS 100% SPORT

Pan-African N°1 channel in Very competitive on Men evening on Men target and A&B socio-professional categories Audience per 1/4h (in 000 ) Audience share, 15+

5%

5%

4%

4%

3%

3%

2% 2% 5,1%Upper Social Category 6,5% Men 1%

1%

0%

VIEWERS OVER THE LAST 7 DAYS DAILY 75 minutes Target: Men 5 339 000 VIEWING TIME

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ IT’S ALL AFRICA

Sex Education

UNSCHOOLEDNON SCOLAIRE 22,6%

PRIMARYPRIMAIRE 25,8%

34% 66% SECONDARYSECONDAIRE 33,3%

SUPERIEURUPPER 18,3%

Social Categories Age

28% 29% A -ASUPERIEUR- UPPER CLASS 21% 40 years and over B -BMOYENNE- MIDDLE UPPER SUPERIEUR CLASS 43% 15 - 24 years old C -CMOYENNE- LOWER MIDDLE INFERIEUR CLASS 36% 25 - 39 years old D -DINFERIEUR- LOWER CLASS 32% 11%

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ IT’S ALL AFRICA

Audience peak all day long Well balanced on all on Women Upper Class main targets Audience per 1/4h (in 000), Target: Women AB Social Class Audience share, 15+

3,0%

2,5%

2,0%

1,5%

1,0%

0,5% 1,5% Upper Social Category 3 % Women AB Social Category 0,0%

VIEWERS OVER THE LAST 7 DAYS DAILY 62 minutes Target: Women AB 346 000 VIEWING TIME

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ THE FIRST PANAFRICAN CHANNEL DEDICATED TO AFRICAN FICTION

Sex Education

UNSCHOOLEDNON SCOLAIRE 19,8%

PRIMARYPRIMAIRE 31,1%

36% 64% SECONDARYSECONDAIRE 38,6%

SUPERIEURUPPER 10,5%

Social Categories Age

16% 25% A -ASUPERIEUR- UPPER CLASS 16% 40 years and over B -BMOYENNE- MIDDLE UPPER SUPERIEUR CLASS 39% 15 - 24 years old C -CMOYENNE- LOWER MIDDLE INFERIEUR CLASS 28% 39% 25 - 39 years old D -DINFERIEUR- LOWER CLASS 31% AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ THE FIRST PANAFRICAN CHANNEL DEDICATED TO AFRICAN FICTION

The most watched channel Efficient by women on FMCG targets 9,5% Audience Share, Women Audience share, 15+

6,4% 5,6% 5,0% 4,6% 4,5% 4,0% 3,9% 3,8% 3,2%

10% WOMEN 7 % PERSON IN CHARGE OF HOUSEHOLD PRUCHASES RTI 1 (CI) RTI 2 (CI) (SN) NovelasTV RTNC 1 (CD) TV5 MONDE TV5 Canal 2 Canal2 (CM) RFM / TVTFM Molière Molière TV (CD) Mirador TV (CD) VIEWERS OVER THE LAST 7 DAYS FIRST CHANNEL IN DAILY VIEWING TIME 86 minutes Target: Women 3 846 000

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ YOUR HEART BEAT STRONGER

Sex Education

UNSCHOOLEDNON SCOLAIRE 16,3%

PRIMARYPRIMAIRE 34,7%

27% 73% SECONDARYSECONDAIRE 36,7%

SUPERIEURUPPER 12,3%

Social Categories Age

28% 19% A -ASUPERIEUR- UPPER CLASS 23% 40 years and over B -BMOYENNE- MIDDLE UPPER SUPERIEUR CLASS 41% 15 - 24 years old C -CMOYENNE- LOWER MIDDLE INFERIEUR CLASS 21% 36% 25 - 39 years old D -DINFERIEUR- LOWER CLASS 32% AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ YOUR HEART BEAT STRONGER

Prime : the next episode Very competitive on Women and Person in starts at 4 pm charge of household purchases targets Audience per 1/4h (in 000), Target: Women Audience share, 15+

4% 4% 3% 3% 2% 2% 1% 4% WOMEN 3 % PERSON IN CHARGE 1% OF HOUSEHOLD PRUCHASES 0%

VIEWERS OVER THE LAST 7 DAYS SECOND CHANNEL IN DAILY VIEWING TIME 84 minutes Target: Women 2 194 000

AfricaScope 2015 / Senegal–Ivory Coast–Cameroon–DRC–Burkina Faso–Gabon–Mali / 15+ AUDIENCE PER COUNTRY

SENEGAL MALI BURKINA FASO IVORY COAST CAMEROON GABON CRD SENEGAL

National Channels of SÉNÉGAL 1st pan-African channel AS = 4,6% International Leader in all strategic targets: 13% Channels Women / Person in charge of household purchases 71% Others African Channels 4,6% % 1st pan-African channel on Men and Upper Category 4,3 Others Channels AS on Men = 8,9% AS on AB Social Category = 7,4%

2nd pan-African channel on Men and Upper Class – Universe of CANAL+ channels subscribers AS on Men = 7,8% AS on AB Social Category = 6,4%

Nollywood Novelas TV Canal+ Infosports Canal+ A+ Canal+ Canal+ Canal+ Gulli Africa TV Sport Cinéma Séries Family

AfricaScope 2015 - Senegal – Audience Share- 15+ (cumulative figures over Sem.1+Sem.2 sliding figures) MALI

National Channels of MALI 1st pan-African channel on Men Upper Category International AS = 13,2% Channels

52% Others African Channels 1st pan-African channel on Women Upper Category 5,9% 19% AS = 13,6% 5,6% Others Channels

3rd pan-African channel on Women – Universe : CANAL+ PAY-TV Bundles Subscribers AS = 11,5%

Nollywood Novelas TV Canal+ Infosport Canal+ A+ Canal+ Canal+ Canal+ Gulli Africa TV Sport Cinéma Séries Family

AfricaScope 2015 - Mali – Audience Share- 15+ BURKINA FASO

National Channels of BURKINA FASO 1st pan-African channel on Women AS = 5,9% International Channels

57% Others African 16% Channels 1st pan-African channel on Women Upper Class % AS = 11,5% 4,2 Others Channels

1st pan-African channel on Women with kids – Universe : CANAL+ PAY-TV Bundles Subscribers AS = 7,9%

3rd pan-African channel on Women AS = 3,9%

A+ Nollywood Novelas TV Canal+ Infosport Canal+ Canal+ Canal+ Canal+ Gulli Africa TV Sport Cinéma Séries Family

AfricaScope 2015 – Burkina Faso – Audience Share- 15+ IVORY COAST

National Channels of COTE D’IVOIRE 1st pan-African channel AS = 13,3% Leader on all strategic targets: 43% International Women/Upper Class/Women with kids/ Channels Person in charge of household purchases 13,3% Others African 33% Channels 1st pan-African channel on Men Others Channels AS = 10%

2nd pan-African channel AS = 6,7%

2nd pan-African channel on Women AS = 4,8%

Nollywood Novelas TV Canal+ Infosport+ Canal+ A+ Canal+ Canal+ Canal+ Gulli Africa 3rd pan-African channel on Women Upper Category TV Sport Cinéma Séries Family AS = 4,9%

AfricaScope 2015 – IvoryCoast – Audience Share- 15+ (cumulative figures over Sem.1+Sem.2 sliding figures) CAMEROON

National Channels of CAMEROUN 1st pan-African channel AS = 12,4% International Leader in all strategic targets: 33% Men/Women/Upper Class/Women with Channels kids/Person 12,4% in charge of household purchases Others African 20% Channels Others Channels 3rd pan-African channel on Person in charge of household purchases – Universe of CANAL+ channels subscribers AS = 5,9%

3rd pan-African channel on Men Upper Class – Universe of CANAL+ channels subscribers AS = 8,3%

Nollywood Novelas TV Canal+ Infosport+ Canal+ A+ Canal+ Canal+ Canal+ Gulli Africa TV Sport Cinéma Séries Family

AfricaScope 2015 - Cameroon – Audience Share- 15+ (cumulative figures over Sem.1+Sem.2 sliding figures) GABON

National Channels of 15% GABON 1st pan-African channel AS = 12,8% International Leader in all strategic targets: Channels Women/Upper Class/Person in charge of household purchases 13,3% Others African 39% Channels

Others Channels 1st pan-African channel on Men AS = 11,6%

2nd pan-African channel AS = 8%

Nollywood Novelas TV Canal+ Infosport Canal+ A+ Canal+ Canal+ Canal+ Gulli Africa TV Sport Cinéma Séries Family

AfricaScope 2015 - Gabon – Audience Share- 15+ RDC

National Channels of CRD 1st pan-African channel on Men and Person in charge of household purchases International Universe : CANAL+ PAY-TV Bundles Subscribers Channels AS = 22% 56% Others African 15% Channels 3rd pan-African channel on Women – Others Channels Universe : CANAL+ PAY-TV Bundles Subscribers 6,8% AS = 7,8%

Canal+ Nollywood Novelas TV Canal+ Infosport A+ Canal+ Canal+ Canal+ Gulli Africa TV Sport Cinéma Séries Family

AfricaScope 2015 - CRD – Audience Share- Universe of CANAL+Package Subscribers 23, Rue du Dome, - 92100 Boulogne-Billancourt, France canalplusadvertising@canal ADVERTISING-plus.com 23+ ,33 rue 1 55 du 57 D37ô me20 92100 Boulogne-Billancourt : +33 (0)1 41 86 15 15  ADVERTISING: +33 (0)1 55 57 37 20

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