Tel­cos top high­est pay­ing ad­ver­tis­ers’ list for 2015

Daily Trust - - BRAND EQUITY - By God­win Anyebe

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

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