Mozambique Media Compass Redefines Audience Landscape and Marks a New Era in Media Planning in Mozambique

Mozambique Media Compass Redefines Audience Landscape and Marks a New Era in Media Planning in Mozambique

Maputo, Mozambique – The Mozambique Media Compass was launched this Thursday at Hotel Avenida in Maputo. It is the first independent and continuous national study measuring multiplatform audiences. Developed by CS Research, the study emerges as the new “market currency” for the media and advertising industry in the country, providing concrete and verifiable data to support strategic decision-making.

The event brought together representatives from advertisers, advertising agencies, television and radio operators, digital platforms, financial institutions, and development partners, marking a historic shift: the end of perception-based planning and the beginning of a data-driven approach.

Digital surpasses television for the first time

Among the study’s key highlights, the most striking finding reveals that 13.5 million Mozambicans (72% of the adult population) consume digital media, surpassing television for the first time, which reaches 70% penetration (13.1 million viewers).

Social media has consolidated itself as the third most relevant medium, with 12.3 million active users (66%), highlighting the growing convergence between digital consumption and social platforms such as Facebook, WhatsApp, and TikTok.

Radio remains relevant, with 31% penetration (5.6 million listeners), especially in rural areas, while print media reaches only 6% and outdoor media 3.8%.

Outdoor leads in advertising attention

Despite the growth of digital, the study reveals a significant shift in advertising effectiveness:

• Outdoor advertising leads with 92% attention

• Print media follows with 78%

• Digital and social media record 62%

• Radio (58%) and television (57%) show lower levels of attention

This result challenges traditional market logic and reinforces the need for more balanced strategies driven by real performance.

Seven audience profiles redefine strategies

The Mozambique Media Compass identifies seven distinct media consumption profiles, with emphasis on:

• TV & Social (35.6%) – the dominant, hybrid, decision-making group

• Social-Only (15.8%) – urban youth difficult to reach through traditional media

• TV-Only (16.8%) – traditional consumers, mainly in rural areas

• Omnichannel (11.3%) – users who combine multiple media channels

These profiles provide a new strategic foundation for more targeted and effective campaigns.

Robust and representative methodology

The study is based on 1,100 monthly face-to-face interviews, covering all provinces of the country, in both urban and rural areas, with a representative sample of 18.6 million adults. The methodology includes advanced statistical adjustments (RIM weighting), ensuring high reliability and comparability of the data.

A new standard for the advertising market

The launch of the Mozambique Media Compass takes place at a time when advertisers and brands demand greater rigor in investment allocation. The results show that although digital leads in reach, media such as outdoor and print deliver higher attention — a critical insight that is expected to deeply influence communication strategies in the country.

According to the organizers, the study lays the foundation for a more transparent, efficient, and results-driven industry, aligned with international best practices.

About CS Research
CS Research is a market research company dedicated to producing strategic data to support business decisions and the sustainable development of the media and advertising industry in Mozambique.

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