Telcos top highest paying advertisers’ list for 2015
The recently released 2015 report by Mediafacts, a key media resource for marketing professionals in West and Central Africa, shows how companies are increasingly relying on paid advertisement to get their products and services across to a wide audience.
The telecommunication sector retained its lead position as the highest paying advertisers in Nigeria in 2015, raking a combined total expenditure of 16.7bn. This represented 17% of the total N97.9bn spent within the same year on advertising. The total advertising figure also represented an increase of 4.8% compared, with that 93.1 documented in 2014.
According to the report, the 2014/2015 electioneering campaign and the successful change in government may have positively impacted on the advertising spends and occasioned the 4.8% rise.
MTN, Airtel, Etisalat and Globacom made the 2015 top 10 advertisers in the communication and telecommunication sector with respective sums of N4.7 billion, 4.1bn, N3.7bn and N3.7bn. Sundry advertisements accounted for the highest sum with N13.5bn. Others were Nigerian Breweries (N3.7bn), states governments (N3.1bn), sundry advertisers services (N3bn) Reckit Benkiser Nigeria-(N2.7bn) and Procter and Gamble (N2.1bn).
The television stations attracted the highest advertising expenditure of N39bn within the period, print media N23.7bn, outdoors N20.1bn and radio stations at 15.1bn.
Among the regions in Nigeria, Lagos State, South-west, attracted the highest advertising expenditure of N53.1bn (54%), followed by the North-central, N12.1bn (12%), South-west, N10.2bn, South-south, N10bn. The North-east recorded an insignificant sum of less than 1% with the report attributing that development to the insurgent activities in the region.
Babangida Hassan (C) receives the Access Bank Charity Cup from the Emir of Kano, Alhaji Muhammadu Sanusi II and CEO Access Bank Group, Herbert Wigwe recently