Ouagadougou: Once organized and dynamic, the advertising sector in Burkina Faso is now experiencing a profound crisis linked to disorganization, weak regulation, and the absence of an appropriate legal framework. This is what emerges from the doctoral thesis defended by sports journalist Jeremie Nion, who proposes ways to revitalize a sector that is nevertheless vital to the national economy and the survival of the media. The jury praised his “pioneering work in the field” and awarded him a doctorate in information and communication sciences from Joseph KI-ZERBO University, with a “very honorable” distinction.
According to Burkina Information Agency, Dr. Jeremie Nion highlighted that Burkinabe advertising experienced its golden age during the People’s Democratic Revolution, with the creation of Zama Publicite and the General Directorate of Advertising, when roles were well defined and clear mechanisms governed the stakeholders. “But after the privatization of Zama Publicite, a vacuum arose, and from then on, anyone could improvise as an advertiser without respecting the rules,” he lamented.
This deregulation, he continues, has led to widespread disorganization, unfriendly behavior between stakeholders, and virtually nonexistent regulation, making the sector uncompetitive. The researcher also points out that the costs of broadcasting advertising spots on national television remain high, even though citizens’ purchasing power remains low.
“A 30-second spot on a public channel costs around 100,000 CFA francs, which places Burkina Faso in fourth place among the most expensive countries in the WAEMU for this type of service,” he added. “If we compare it to the standard of living, this cost becomes difficult to sustain for advertisers, who then turn to disguised advertising or less expensive alternatives,” he added.
For Dr. Nion, restructuring the sector is urgent, as advertising benefits not only agencies, but also the state, the media, and many indirect jobs. “Television companies, in particular, live off advertising. If it dies, they die with it,” he warned, calling for collective awareness and a concerted reform of the legal and economic framework. For him, advertising is not a minor issue: “We cannot live without the media, and the media cannot live without advertising.”
The thesis director, Dr. Regis Balima, praised the “well-made, rigorous and pioneering work,” emphasizing the quality of the documentary research and the relevance of the field explored, and recommended that the results of the thesis be published in book form in order to serve as a reference for decision-makers and stakeholders in the sector.
Sports journalist Jeremie Nion defended his unique doctoral thesis in information and communication sciences from Joseph KI-ZERBO University under the theme: “The professionalization of the television advertising sector in Burkina Faso (1990-2023): actors, practices and regulations.” The jury, composed of Serge Theophile Balima, full professor at Joseph KI-ZERBO University, Dr. Regis Dimitri Balima, lecturer at Joseph KI-ZERBO University, Julien Laurent Michel Adhepeau, full professor at Felix Houphouet Boigny University (Cote d’Ivoire), Alice Nga Minkala, lecturer at the University of Yaounde II (Cameroon), Mamadou Toe, full professor at Thomas University (Ouagadougou), and Lacina Kabore, lecturer at Joseph KI-ZERBO University, praised his “pioneering” work and awarded him the degree of doctor with the distinction of “very honorable”.