This Day (Lagos)

Nigeria: Mediafacts - How Nigeria Recorded 5.3 Percent Increase in AD Spending in 2011

analysis

In the current edition of Mediafacts, an annual publication of MediaReach OMD, a local independent agency, sundry revelations were made about the trend in advertising spending and the nation's economy, Raheem Akingbolu reviews the publication

The 2011 edition of Mediafacts has just been released into the West and Central African media markets, showing the pluses and minuses of various economic strategies and varied advertising spending.

The high point of the book, which was published by MediaReach OMD, one of Nigeria's leading media independent agency, was the revelation that Nigeria recorded an increase of 5.3 per cent, which translated into a whooping N102.755 billion, spent on above -the -line advertising activities (television, radio, outdoor and press) in 2011 as against the N97.549 billion spent in 2010.

The fact book is a compilation of data on the media industry on the West and Central African sub-regions and it is an outcome of precise and reliable media information based on stringent research methods and intelligent interpretation of facts conducted by the research and technology units of the company.

It is published in one volume in English and French languages. It contains media trend information on nine West African countries and three central African countries. These countries include Nigeria, Ghana, Cameroun, Benin, Burkina Faso, Cote D'Ivoire, Democratic Republic of Congo (DRC), Gabon, Mali, Niger, Senegal and Togo. The 204-page book opened with an introduction to MediaReach OMD, the publishers of the fact book.

Media Budget

According to the publication, of the N102.755 billion, television had N46.076 billion, radio N13.142 billion, outdoor N28.142 billion while N15.395 billion was spent on the press.

It noted that in 2011, Lagos region accounted for 54 per cent or N55.778 billion, North 20 per cent or N20.130 billion, the East N11.485 billion or 11 per cent while the Western part of Nigeria accounted for the remaining 15 per cent or N15.46 billion.

From the total ATL advertising, telecommunications product category spent the highest N20.118 billion, followed by personal paid announcement with N8.654 and entertainment, leisure and tourism was third in the product category with N5.976 billion.

In the telecommunication category, MTN topped the list with N6.381 billion followed by Globacom, which spent N5.704 billion. Etisalat and Airtel spent N4.255 billion and N3.439 billion respectively. All the four brands topped the list of the top 20 brands in terms of ad spend last year.

Another highlight of the publication is that of television advertising, which amounted to N46.076 billion as against the N39.656 billion recorded in 2010. Radio recorded N13.142 billion as against N12.807 billion spent in 2010 while the print media spent N15.395 billion lesser than the N16.524 spent in 2010. Outdoor expenditure was N28.142 billion also lesser than N28.562 spent in 2010.

Media Trend

It contains media trend information on nine West African countries and three central African countries. These countries include Nigeria, Ghana, Cameroun Benin, Burkina Faso, Cote D'Ivoire, Democratic Republic of Congo (DRC), Gabon, Mali, Niger, Senegal and Togo. The 204-page book opened with an introduction to MediaReach OMD, the publishers of the fact book.

It stated several highpoints of the company and then gave deep insight to what the company stands for.

Media Penetration

According to the report, a total of 127,787,529 media penetration was recorded in 2011. Radio recording the highest penetration with 82.9 per cent, TV has a penetration of 80.6 per cent among the adult population sampled, Out of Home 74.1 per cent, Newspaper 26.1per cent and Internet 16.1 per cent.

In the product category, telecommunications had the highest spent of N20.118 billion, followed by Personal Paid announcement with N8.654 and Entertainment, Leisure & Tourism was third in the product category with N5.976 billion. In this same category, the publication says telecommunication company, MTN, had the highest advertising expenditure of about N6.381 billion followed by Globacom and Etisalat.

It also gave detailed analysis of the trends on Television rating entertainment, leisure and tourism as spending the highest in advertising expenditure. For radio, telecommunication spent the highest with Etisalat topping the list. For the print advertising category, Personal Paid product category topped the list with N6.474 billion, Corporate with N2.076 billion and Telecommunication with N1.428.

In the Out-Of-home advertising category, Lagos had the highest per cent of the total Above-the-Line media spent with 54 per cent while Telecommunication topped the list with N11.92 billion in the product category.

The book also gave in-depth analysis on how much was spent on advertising. Breaking it down to how much was spent in the different sector of the economy and also the different products and media.

The book also detailed media trends in some of the countries it conducted its researches. For instance, according to it, Ghana enjoys a high degree of media freedom, noting that the private press is lively and often carries criticism of government policy.

It also observes that there are seven television stations in Ghana, amongst these are the state-run Ghana Broadcasting Corporation and two private channels.

The media trends in Cameroon includes print publications that are both publicly and privately owned, but government exercises tight control on broadcast media, remarking that not until the arrival in 2001 of TV Max- Cameroon first private TV station- was government monopoly on TV broken.

Printed on glossy papers, the new edition, with its facts can help brands achieve primary of place in the vibrant media industry. The company is a specialist media company that provides media planning, buying, control and inventory management services with offices in Lagos, Nigeria and Accra, Ghana.

Media Services

Over the years, the company has provided professional media services with professionalism, client responsiveness, innovation and integrity as its values in action.

MediaReach OMD which started operations in 1999 is part of OMD global network and has grown to be a reputable media independent firm in West Africa with considerable operations capability in Central Africa. OMD is one of the largest and most influential media communications specialists in the world.

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