MediaReach OMD Releases Mediafacts 2015 Advertising Expenditure
MediaReach OMD, a specialist media company providing media planning, buying, control and inventory management services recently released its 2015 MediaFacts, a key media resource for marketing professionals in West and Central Africa.
As usual, the book is a compendium detailing 2015 adspends across many sectors of the Nigerian economy. The latest edition provides deeper insight into the West and Central African Market, including Cameroon.
The telecommunications sector retained its lead position as the highest advertiser in Nigeria in 2015 with a combined total expenditure of N16.7 billion. This represents 17 percent of total advertising spend of N97.9 billion in Nigeria in 2015.
Other categories that contributed significantly to the total adspend in 2015 include Personal Paid (N12.2 billion), Corporate Communications (N6.3 billion), Banking and Finance (N5.8 billion), Lager Beer (N4.6 billion) and Public Service (N3.8 billion).
Others are Soft Drinks (N2.8 billion), Cable TV (N2.5 billion), Milk and Dairy (N2.2 billion) and Broadcast (N2.2 billion). Noodles (N2.1 billion), Cocoa Beverages (2.0 billion) while Skin Cleansing (N1.8 billion), Nutritional Drinks (1.8 billion), Dental care (N1.6 billion), Seasonings (N1.5 billion), Online mall/Education imparting knowledge & Skill/Malt (N1.4billion), NSD Powder (N1.3 billion) and others (N22.4 billion) also added to the 2015 top 20 advertising product categories.
The publication noted that Sundry Ad (other Inform. Service) with adspend of N13.5 billion led the top 10 advertisers in Communication and Telecommunications sector in 2015 followed by MTN with adspend of N4.7 billion closely followed by Airtel with adspend of N4.1 billion while Etisalat and Globacom tied with adspend of N3.7 billion. Others are Nigerian Breweries (N3.7 billion), Lagos State Government (N3.1 billion), Sundry Advertisers – Services (N3 billion), Reckitt Benckiser Nigeria (N2.7 billion) and Procter & Gamble (N2.1 billion).
The breakdown shows that the top 20 advertisers contributed 64 percent of total spend and the top four telecoms players contributed 17 percent of the total spend in 2015. Mediafacts also made known that the total advertising spend recorded in 2015 represented an increase of N4.8 billion above the N93.1 billion documented in 2014.
The report shows that the 2014/2015 election campaigns and its successful outcome may have also been responsible for the increase in advertising spends in 2015 leading to an increase of about 4.8 percent over total media spend in 2014.
While the television segment shows that the sector attracted the highest advertising expenditure of N39 billion in 2015, outdoor and radio stations also attracted N20.1 billion and N15.1 billion respectively. The Nigerian print media attracted a total of N23.7 billion revenue from advertising in 2015; representing a drop of N2.1 billion compared with N25.8 billion it recorded in 2014. Essentially, advertising expenditure that went to the print media in 2015 marginally declined by 4 percent
Mediafacts put the advertising expenditure in the first and second quarters of 2015 at N23 billion each, while it was N29.8 billion and N22.1 billion in the third and fourth quarters of the year. “The highest spend for 2015 was recorded in Quarter 3 (N29.8 billion), which represents 30 percent of the total spend,” the report stated.
Lagos, the commercial nerve centre of the Nigerian economy accounted for almost 100 percent of media spend on print medium last year. This was revealed in the quarterly analysis of the total print advertising expenditure which shows that despite almost an equal dispersion of spend across the four quarters, there is a marginal skew in spend in the fourth quarter with a total value of N4.7 billion. The first, second and third quarters attracted advertising values of N5.7 billion, N6.0 billion and N7.3 billion respectively.
Worthy of note is the trend in the advertising expenditure over the past 10 years where print media has remained a dominant sector attracting the highest amount of revenue of N25.8 billion in 2014. The figure for 2015 was primarily driven by corporate, public service, personal paid, banking and finance, communication/telecommunication, educational imparting knowledge/skill, hotel & catering, electrical & electronics, transport & travel, building, motor vehicles, construction & agriculture.
Other sectors that contributed to the print media revenue in the 2015 also identified insurance, religion, paycard, broadcast, cable TV, furniture & furnishings, shopping, computer & secretariat, generators and others.
According to the report, “The top 20 categories contributed 96 percent of total revenue in print media for 2015. Corporate communication ads contributed 19 percent while personal paid announcements accounted for the bulk (37 percent).”
Tolu Ogunkoya, Managing Director/CEO of mediaReach OMD, said: “Nigeria’s media is one of the most vibrant in Africa. State radio and TV have near-national coverage and operate at federal and regional levels. All 36 states run at least one radio network and a TV station. There are hundreds of radio stations and terrestrial TV networks, as well as cable and direct-to-home satellite offerings.”
Ogunkoya added that “There are more than 100 national and local press titles, some of them are state-owned. They include well-respected dailies, tabloids and publications which champion ethnic interests. By 2014, 70.3 million Nigerians were online (Internetworldstats.com). Mobile phones are commonly used to access the web. Most Internet users are young, educated and urban,”
Analysts have given kudos to mediaReach OMD for publishing a report that gives in-depth coverage of Nigeria and Ghana’s media markets. No doubt, journalism practitioners in West and Central African regions, and companies coming to do business in these countries, will find the publication useful for their planning. Ogunkoya noted that Nigeria’s economy is the largest in Africa, while its manufacturing sector is the third largest on the continent, producing a large proportion of goods and services for the West African sub-region.