In 2026, Sierra Leone's digital advertising sector, especially connected TV advertising, has seen significant growth. The digital ad spend is projected to reach $15 million, reflecting increased internet and connected device adoption. The penetration of connected TVs continues to rise, now reaching 35% of households, indicating a shift towards more visual and targeted advertising methods.
This growth is driven by improved internet infrastructure and rising smartphone penetration. Consequently, the digital ad reach is estimated to be over 4.2 million Sierra Leoneans, with an annual market growth rate of 12%. As digital media becomes more prevalent, advertisers are likely to allocate more budget, with an average spend per household of approximately $3.57, signaling a maturing digital ecosystem.