Lagos Region Tops Advertisers’ Spend in 2012

Lagos region accounted for N32.913 billion or 35.8 per cent of N91.846 billion spent on Above-the-Line Advertising activities in Nigeria in 2012.

This was disclosed in the 2012 edition of Mediafacts just released by MediaReach OMD, an independent media agency which provides precise and reliable media information based on stringent research methods and intelligent interpretation of facts on the Nigeria, West Africa and Central Africa media industry.

The publication noted that the Northern region of Nigeria recorded 33.1 per cent or N30.418 billion, the West N15.024 billion or 16.4 per cent while the Eastern part of Nigeria accounted for the remaining 14.7 per cent or N13.491 billion.

According to the publication Nigeria advertising industry spend on Above-the-Line Advertising activities dropped by 10.6 per cent to N91.846 billion in 2012 as against N102.755 billion in 2011, attributing the slight drop to reduced media investment of 43.9 per cent on outdoor advertising and 41.7 per cent on press.

But despite the drop in investment on outdoor and the press, there was appreciable growth in investment on TV and radio which rose by 7.2 per cent and 20.1 per cent respectively.

According to the publication, of the N91.846 billion, television had N49.399, radio N15.782, outdoor N17.692 while N8.974 was spent on the press.

From the total ATL advertising, telecommunications product category spent recorded the highest amount of N15.562 billion, as against N20.118 billion spent in 2011, followed by entertainment, leisure & tourism with N4.988 while lager beer was third in the product category with N4.784 billion.

In the telecommunication category, MTN topped the list with N5.09 billion followed by Etisalat that spent N4.40 billion during the year under review. Airtel and Globacom spent N2.99 billion and N2.95 billion respectively. All the four brands topped the list of the top 20 brands in terms of ad spend last year.
 
Another highlight of Mediafacts 2012 is that of television advertising which amounted to N49.399 billion, as against the N46.076 billion recorded in 2011.

Radio recorded N15.782 billion as against N13.142 billion spent in 2011 while the Press spent N8.974 billion lesser than the N15.395 spent in 2011. Outdoor expenditure was N17.692 billion also lesser than N28.142 billion spent in 2011.

The report gave an overview of the Nigeria’s media industry comprising television, radio, press, magazines and outdoor.

Nigeria has more than 105 operational terrestrial TV stations, one Federal network service and Nigerian Television Authority with about 95 stations. 

Nigeria also boasts of three privately owned network services which include African Independent Television (AIT) with nine stations, Silverbird Television (STV) with six stations and Galaxy Television with two stations among others.

In the case of radio, Nigeria has more than 135 licensed radio stations made up of one Federal network, Federal Radio Corporation of Nigeria (FRCN) with 41 additional stations, over 63 state-owned stations (AM and FM bands) and over 60 privately-owned stations among others.

The press consists of more than 150 titles ranging from national to regional dailies, midweek/weekend, sports and business while there are over 70 titles in magazines made up of weeklies, and monthlies, news magazines and entertainment, business and sport as well as foreign and international titles.

In 2012, there were about 124 registered outdoor firms managing about 21,000 boards across the country but the publication noted that this number is being reduced drastically because of the activities of state regulatory bodies like LASAA, OGSAA.

On media penetration, radio accounted for 84 per cent, TV 77 per cent, outdoor/posters 74 per cent, newspapers 22 per cent and magazines 23 per cent.