MediaFacts rates Advertising spend in Nigeria abysmally low

Share

Mediafacts, the periodic market trend information booklet published by Mediareach OMD is out again on newsstands with its latest edition pointing to ever increasing decline in overall advertising spend across the Nigerian media.
According to the details of market trend information contained in the publication, the decline in advertising spend being experienced in the past three years, in the nation’s media, continued in 2018 with a drop in total Above -The – Line advertising expenditure to N81billion, as against the N88billion, recorded the previous year, 2017.
In the past five years, the growth trajectory, concerning ad spend in the nation’s media has not been too encouraging. For instance, besides 2015, where the ad spend was put at N97.9billion, a significant improvement from 2014 performance of N93billion, the industry has been experiencing a free fall in  ad spend, in the past three years.
For instance, the ad spends attracted  by the media in 2016, 2017, and 2018, had been N91billion, N88billion and N81billion, respectively,  a pointer to a steady decline in ad fortunes of the nation’s media, comprising the TV, Radio
Over the years, MediaFacts, published by mediaReach OMD, has over the years become a key resource for marketing professionals in West and Central Africa.
According to the latest edition of the Report, besides the Press, which recorded a significant growth of 18.4 per cent, that is N20.8billion spend in 2018, as against the 2017 spend of N17.6billion; performances of other media, such as TV, Radio and Outdoor ,  in 2018, revealed that  they did not attract the type of ad spend that came their ways in the previous year.
For instance, while TV could only muster N29.4billion in 2018, as against N33.5billion, recorded in the previous year; the total ATL ad expenditure for Radio in 2018 remains N10.1billion, as against its performance of N12.4billion in 2017. Outdoor did not fare better as its ad spend dropped to N29.4billion in 2018, from the N33.5billion it attracted in 2017.
Interestingly, the nation’s telecommunications sector still remains the highest spender, in the ATL category, with MTN, Airtel topping the list of the Top 20 Advertisers for the year, with ad spends of N7billion and N3.6billion, respectively, constituting 13 percent of the total ad spend in the category.
Others in the category include: the State governments, Nestle Nigeria Plc and Reckitt Benckizer Nigeria Plc.
The latest edition of the report coincides with the 20th Anniversary of mediaReach OMD in Nigeria. The MediaFacts book which is published in English and French contains all media advertising related information across 23 West and Central African markets.
The MediaFacts Book focuses on providing an in-depth Media overview, covering Consumption of Media, Ranking of Stations & Publications, Media Investment Trends, Top Categories & Advertisers, Demographic Understanding of Consumers.  It also provides vital information and statistics about markets in terms of Key Facts and Economic Indicators.