TV IS NOT THE OLD CHANNEL HERE
Digital passed TV on reach in 2023. Television kept the thing that matters most.
In 2023 digital reach overtook television in Algeria, hitting 76.9%. That number gets quoted as the end of TV. It is not — it is the end of TV as the only plan.
Television in Algeria still carries trust and memorisation in a way no other channel matches, particularly in prime time and above all during Ramadan. It is where a category leader defends its position and where a challenger has to show up to be taken seriously. What has changed is that TV can no longer deliver total reach on its own, so buying it without a digital plan alongside now leaves audience on the table.
The buying discipline has also changed. With top-ten advertisers averaging 425 GRP a week across 47 weeks on air, prime-time inventory is genuinely contested, and the difference between a good and a bad TV buy is measured in cost-per-point rather than in the headline rate.
WHAT WE BUY
Television, planned and negotiated properly.
The Algerian terrestrial and satellite landscape, planned on delivered GRP against your target rather than on a published rate card.
Regional inventory that reaches Algerian households, priced and planned against local alternatives rather than bought as a reflex.
The single most contested window in the Algerian year. Inventory, pricing and attention all move — and it needs to be negotiated months ahead, not weeks.
Programme association and branded formats where thirty seconds is not the right unit — including content the group produces itself.
Share of voice and share of spend against your category, so the plan is sized against what rivals are actually doing.
Delivered GRP against committed GRP, reconciled independently. A spot sold as prime time and aired at 23:40 is not a spot you paid for.
THE METHOD
Five pillars, on the most expensive line of your plan.
Television usually carries the largest single share of an Algerian media budget. It gets the same loop as everything else — and the most scrutiny at the evaluation stage.
THE COMPETITIVE PICTURE
What sustained pressure actually looks like in Algerian television.
PROOF, NOT PROMISES
What a decade of Algerian TV buying looks like.
More than 670 campaigns, 7M to 16M customers, number-one brand awareness five years running and 45 awards, with Dusens Media as media buying partner since 2011.
A brand built from nothing to category leadership in three years, 2022 to 2024, with 75%+ awareness among 18-24s.
Thirteen years of partnership. Q3 2025 share of 77%, +28% growth mid-2025, and number-one consideration in feminine care (Ipsos, June 2025).
FAQ
TV advertising in Algeria, answered.
There is no single answer, because the useful figure is cost per GRP rather than the published spot rate, and it moves by channel, daypart and season. Ramadan prime time is the most expensive inventory of the year by a wide margin. We model cost-per-point in Deeplan against your target audience before any commitment is made.
For most categories, yes. Digital reach passed TV in 2023 at 76.9%, but television still leads on trust and memorisation, particularly in prime time and during Ramadan. The change is that TV can no longer deliver total reach alone — it should be planned against digital, not replaced by it.
A gross rating point is one percent of your target audience reached, once. It matters because it is the only currency that lets you compare a schedule on one channel against a schedule on another, and because Algerian competitive benchmarks are expressed in it — the top-ten advertisers average around 425 GRP per week.
Months, not weeks. Ramadan prime time is the most contested inventory in the Algerian year, and the advertisers who get the placements they want have usually committed well before the general market starts negotiating.
Airing is checked daily against the booked schedule and reconciled after the campaign, cross-referenced against IMMAR, IRSM and Dusens Research. Where delivery falls short we pursue correction while the campaign is live rather than accepting a credit afterwards.
Yes, and we plan them against each other. Pan-Arab inventory reaches Algerian households but is often bought reflexively rather than compared on cost-per-point against local alternatives.
Dusens Group has produced more than 450 brand films since 1989, so production sits inside the group. Media buying at Dusens Media remains independent of it — we do not need your film to be made by us for the plan to work.