The price of advertising on Congolese television.

Advertising on TV is expensive! Prices vary depending on the channel, broadcast time and ad frequency. Every second counts and remains engraved in the memory of viewers. What are the factors that most influence the costs of television advertising in Congo, and how can these costs impact local businesses that wish to broadcast television advertisements in Congo?

The main Congolese television channels.

Like a sparingly woven web, the television channels in Congo stand modestly, counted on the fingers of one hand. In this setting of scarcity, the emergence of new sectors is stifled, their potential success constrained by the tight contours of the media landscape. Their audience size far dwarfs the presence of any other channel. Here are the best known:
Télé Congo: a pioneer of African screens, was born in 1962, lighting up the media skies of southern Africa. Its waves carry the richness of the French, Lingala and Kituba languages, weaving a canvas of diverse programs: news, politics, entertainment, sports, music, cinema, fictional stories, reports, and stories for young people.
Although labeled as the voice of the ruling party, its national shine is fading, questioning its credibility. But his star continues to shine, guiding Congo's gaze and capturing international attention.
DRTV: Digital Radio and Television, the first private television to emerge in Congo-Brazzaville, founded in 2002 by General Norbert DABIRA, has around 100 employees and an annual budget of around 500 million CFA francs, thanks to partnerships initial 200 million with CFAO and 325 million with MTN.
Vox TV: an offshoot of the Vox Congo group, offers a diversity of content with 40% news, 30% magazines and documentaries, 15% live sports and 15% Congolese music. It mainly targets a Congolese audience, both inside the country and abroad, by offering international quality standards.

The cost of advertising on Congolese television: on-air broadcasts and spot design.

In Congo, as in the majority of countries, the cost of television advertising fluctuates depending on several criteria. These criteria include the popularity of the television channel, the broadcast period (for example, rates may be higher during prime time), the duration of the advertising spot (usually expressed in seconds), as well as the frequency of diffusion. For example, an advertisement broadcast during peak hours on a very popular channel will have a higher cost compared to an advertisement broadcast during less popular hours or on a less well-known channel. Likewise, a longer advertising spot or broadcast more frequently will also result in a higher cost.
For a spot:
Advertisers must pay between 30,000 FCFA and 50,000 FCFA, or approximately 45 to 76 euros, for a one-minute advertising spot.
For an appearance on the air:
On television sets, an appearance on the air can cost up to 150,000 CFA francs, or around 228 euros.

The situation in the Congolese audiovisual sector reveals a complex dynamic where politics occupies a predominant place, leaving little room for diversification of content. Despite technical advances such as the presence of a few operators on satellite, national coverage often remains partial. In addition, the spectacle aspect and the quest for exposure are striking elements, illustrated by the interest shown in television by the Congolese and their leaders. This highlights a need for reflection and adaptation to meet the varied expectations of the public and for better national media representativeness.