In Kinshasa, advert consumption has considerably surged. This is general conclusion derived from the the latest study of Target Sarl. The second on advertising’s impact in Kinshasa behind that of 2013.

Comparing the first to this year’s, it emerges that Kinshasa’s citizens consume more adverts, regardless of the medium through which they are conveyed, except for the radio which experienced a drop of 2% compared to 2013. Adverts’ consumption through SMS surged up 32%. This is the most significant growth. Posters have reached 20%. Then comes TV (19%), flyers (18%), panels (13%), banners (9%), Internet (8%) and Newspapers (7%).

Though SMS recorded the most significant growth for consumption, TV remains the channel through which adverts are mostly consumed. Indeed, 99% of respondents said they watch commercials on TV while panels, SMS, posters, banners, radio, flyers, Internet and newspapers respectively get 76%, 58%, 42%, 39%, 25% 24%, 13% and 10% of the respondents shares.

Target’s survey looks at the level of advert consumption by gender and age groups. Thus, men are ahead for all media except for TV where women beat them by 1% at 99%.

Furthermore, the study reveals the brands whose adverts are most watched, read or played at the radio, on panels, on posters, banners, flyers and newspapers. For SMS which is preferred by mobile operators, Vodacom’s SMS adverts were read by 55% of Vodacom’s respondents; Tigo with 38%, Africell (36%), Orange (23%), Airtel (5%) and Startimes (2%).

Established in October 2011, Target Sarl has carried out various studies in DR Congo, namely image barometer for brands, image barometer for corporates, statistics on media in DR Congo, specific behaviors of women or products consumption indices in Kinshasa.