By Raheem Akingbolu
Nigeria recorded an increase of 5.3 per cent, which translates to a whopping 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, a report has revealed.
Mediafacts, an annual publication of MediaReach OMD, a local independent agency disclosed this in its 2011 edition. According to the publication, of the N102.755 billion, television had N46.076, radio N13.142, outdoor N28.142 while N15.395 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 & 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 for 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.
The report also noted that Nigeria has the potential to build a prosperous economy with its large reserves of human and natural resources, adding that Nigeria witnessed major changes in the economic sector in 2011 some of which were the Federal Government amnesty programme that resulted in higher oil production, growth in the insurance sector and consistent growth in the telecommunication sector amongst others.
Mediafacts 2011, published in one volume in English and French contains media trend information on nine West African countries and three central African countries. This covers some of the countries where Media Reach OMD operates.
Media Reach OMD is a specialist media company that provides a host of media-related services to advertisers and or their representatives. Its services include communications and media planning, media strategy developments and implementation buying and control services among others and its business offices are located in Nigeria, Ghana and Cameroun.