MTN, Airtel, Globacom, Others Among Big ATL Advertisers In 2017
By Tunji Faleye
Despite having many indigenous and foreign brands plying their trade in the Nigeria marketing space, only few have distinguished themselves and ranked among the top 20 Above-The-Line advertisers in the country both in value and display in percentage.
According to 2017 Mediafacts published by MediaReach, covering Nigeria, West and Central Africa, the total ATL adspend in 2017 in Nigeria stood at 88.0 billion naira.
The breakdown shows that those that are categorized under Sundry Advertisers (Other Inform. Services) spent 11.2 billion naira which is 13 percent. MTN spent 7.2 billion (8%). Airtel followed by 3.2billion naira (4%). Globalcom Nigeria Limited also spent 2.8 (3%). Multichoice Nigeria Limited spent 2.6 billion naira which is 3 per cent, while Nigerian Breweries Plc also spent 2.5 billion amounting to 3 per cent also.
Others on the list of top spenders include Cadbury Nigeria Plc 2.5billion naira (3%) followed by De-United Industries Nigeria Limited with 2.1billion which is (2%), while Chi Nigeria Limited’s adspend stood at 2.0 billion naira which is (2%). Guinness Nigeria Plc spent 1.9 billion at 2%. Also, Nestle Nigeria Plc adspend stood at 1.9billion naira (2%), while CocaCola Nigeria Limited spent 1.8billion naira (2%) ahead of those in the category of Sundry Advertiser (Services).
Other brands among the big spenders in ATL advertising are Etisalat (EMTS) 1.6 billion in (2%). Startimes followed it with 1.5billion naira (2%) and Reckitt Benkiser Nigeria Plc with 1.3billion (2%).
Also, Unilever ATL adspend in 2017 stood at 1.3billion (1%), while Pepsico] Nigeria Limited, Friesland Campina, Samsung, all spent 1.0 billion naira respectively standing at (1%).
Others ATL adspend stood at a massive 36.0 billion naira amounting to 41%.