Target SARL just made available the second edition of its research on advertisement impact at Kinshasa after the one of 2013. The research reveals the overshadowing position that television occupies in terms of support on which advertisement messages are being mostly followed in the capital of the Democratic Republic of Congo.

Thus, 99% of respondents affirmed to have watched commercials on television. Billboards are at the second position with 76%, while broadcasting of advertisement via SMS is reaching 56% of respondents. 

Compared with figures occurred two years ago, television make a significant increase of 19%, billboards increased for 13% while the best progression is gotten by SMS with (32%). Only audience of advertisement at the radio is recording a fall of (-2%).

Target research reveals brands of which advertisement messages are the most followed, seen or read at the media, on billboards, at the radio, on posters, banners, flyers and print media.

To illustrate, advertisement through SMS for instance is more and more used by telecom companies. Thus, advertisement SMS of Vodacom have been read by 55% of Vodacom respondents, followed by Tigo respondents with 38%, Africell (36%), Orange (23%), Airtel (5%) and Startimes (2%).

Further, the research is providing details on age – bracket for each support and each followed advertisement message. 

The research also responds the question to know about: what companies are enjoying a good image towards Kinshasa people. In line with advertisement factors, social actions, sponsoring and promotion, two companies have been proved popular with a vast majority of respondents, amongst which one is established in DR Congo since about ten years ago and the other since several decades

In addition to this study, Target proposes the research on celebrities in the field of music, theatre/ movies, sports, Medias as well as advertisement.  This research is conducted on yearly basis since 2013 in order to allow companies as well as advertisers making a careful choice as regards celebrities exercising a strong influence on people for performing their communication.

CONTENTS

INTRODUCTIVE NOTE..........................................................................................Page 6

TECHNICAL DATA SHEET OF RESEARCH ...........................................................Page 7

PART I: IMPACT OF ADVERTISEMENTS’ SUPPORTS ..........................................Page 9

PART II: BRANDS ADVERTISEMENT AUDIENCE BY SUPPORT………..................Page 15

PART III: THE MOST APPRECIATED COMPANIES BY FIELDS...............................Page 35

APPENDIXES......................................................................................................Page 47

EXTRA:

PREFERRED CELEBRITIES AT KINSHASA.............................................................Page 51

OVERALL RESULTS OF RESEARCH......................................................................Page 52

PREFERRED CELEBRITIES BY FIELD....................................................................Page 55

CELEBRITIES’ EVOLUTION.....................................................................................Page 63

DETAILED RESULTS BY CATEGORY.......................................................................Page 71

AUDIENCE OF ADVERTISEMENTS’ SUPPORTS

AUDIENCE SUPPORTS BY CATEGORY

EVOLUTION OF ADVERTISEMENTS' SUPPORTS

All these results are available in an 80 pages – research report available for buying. Feel free to call +243 810451052 or write to the address: info@target-sarl.cd