Leadership (Abuja)

25 August 2014

Nigeria: MTN, GLO, Airtel Among Top 10 Media Spenders in 2013

Leading telecommunication brands including MTN, Glo and Airtel were among the top 10 biggest advert spenders in 2013. This information is contained in the just-released 2013 "Mediafacts", a key media resource for marketing professionals in West and Central Africa produced annually by MediareachOMD, a specialist media company that provides media planning, buying, control and inventory management services.

According to the report, the top 20 products that generated more advertisements during the year include: telecommunications, personal paid announcements, lager, gaming/entertainment, corporate, banking/finance, and religion.

It stated: "The top 20 categories contribute 60 per cent of total spend. Telecom continues to be the highest spender with overall spends of N14.7 billion (14 per cent) of the total ATL advertising in 2013. Specifically, the report identified MTN, Etisalat, Globacom, Airtel, Guinness Stout, Star, Indomie Noodles, Peak Milk, and Gulder as the top 10 brands that advertised most during the period under review.

Nigeria's advertising industry in 2013 recovered from the slide it recorded in 2012, as the media spend by advertisers across the country amounted to N103.8 billion, representing an increase of N12.95 billion over N91.9 billion the previous year.

The total above-the-line advertising expenditure in 2013 increased by 13 per cent over the 2012 figure. The growth, it stated, was primarily driven by the beer category; banking and finance; and personal paid adverts.

With the total advertising spend of N91.9 billion it recorded in 2012, the nation's advertising industry suffered a 10.52 per cent drop when compared with the N102.7 billion earned from advertisers the previous year.

The 2013 Mediafacts also disclosed that the television sub-sector dominated advertising expenditure for the year. The sub-sector attracted a total spend of N47 billion which represents 45 per cent of the overall advertising spend for the year.

The report said that with N23.2 billion spent on the outdoor advertising during the year under review, the outdoor subsector came second after television. Similarly, the report stated that radio and print media attracted advertising spend of N15.1 billion and N18.5 billion respectively in 2013.

"The TV dominated media spends of advertisers - accounting for 45 per cent of the total expenditure of N103.8 billion in 2013. While TV and radio spends dropped by 9 per cent and 2 per cent points, OOH and print increased by 3 per cent and 8 per cent respectively," the report stated.

Meanwhile, in its analysis of the quarterly performance, Mediafacts said that of the total advertising figure for 2013, advertisers spent a total of N28 billion, representing 27 per cent of the overall spend, during the second quarter of the year. It also said N26.6 billion, N25.8 billion and N23.4 billion were spent during the first, third and fourth quarters respectively.

The regional analysis of the report shows that with the N44 billion volume of advertisements placed within Lagos alone, the state took 42 per cent of the total advertising spend during the year. The North had 27 per cent (N27.9bn), while the West had 16 per cent (N16.5bn), and the East 15 per cent (N15.4bn).

According to Mr Tolu Ogunkoya, managing director/CEO of MediareachOMD: "Besides the in-depth coverage of Nigeria and Ghana's media markets, this latest edition of Mediafacts provides deeper insight into the Cameroonian market. Media practitioners in the West and Central African regions, and companies making inroads into the markets in these regions would find this publication useful."

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