The telecommunications sector retained its position as the highest advertising spender in Nigeria in 2013. The combined total advertising spend by all the telecommunications companies was put at N14.7 billion; representing 14% of the total advertising expenditure of N103.8 billion by Mediafacts.
MTN, however topped the sector with an above-the-line advertising expenditure of N5billion, followed by Etisalat which spent N3.9 billion. Globacom and Airtel spent N3.1billion and N2.5 billion respectively.
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.
Other big spenders include Guinness Foreign Extra Stout N1.6 billion, Star lager beer N1.5billion, Indomie Noodles N1.2billion, Peak Milk N1billion, Gulder N0.7billion, Heineken N0.7billion, First Bank N0.6billion, Dettol Soap Original N0.6billion, Dettol Range N0.6billion, Pepsi N0.6billion, Legend Extra Stout N0.6billion, Guaranty Trust Bank N0.6billion, BUA Flour N0.5billion, Transcorp Hilton Hotel N0.5billion, Samsung Mobile phone N0.5billion and Stanbic IBTC Bank N0.5billion.
These top 20 advertisers contributes 60 percent of total advertising spend in the year under review, according to Mediafacts.
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.
N23.2 billion was spent on the outdoor advertising, Print media and Radio attracted advertising spend of N18.5 billion and N15.1 billion respectively in 2013.
“TV dominated media spends of advertisers – accounting for 45% of the total expenditure of N103.8 billion in 2013. While TV and Radio spends dropped by 9% and 2% points, OOH and Print increased by 3% and 8%; respectively,” the Report stated.
Meanwhile, in its analysis of quarterly performance, Media Facts said that of the total advertising figure for 2013, advertisers spent a total of N28 billion, representing 27% 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% of the total advertising spend during the year. The North had 27% (N27.9 billion); while the West had 16% (N16.5 billion); and the East 15% (N15.4).
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”.