Mediafacts, an annual publication of MediaReach OMD, has i its latest publication revealed that Nigeria’s top four telecoms companies spent more than 20 billion naira, making them the highest advertising spenders in telecommunications product category.
Mediafacts said the four companies were responsible for more than 20 percent of the more than 102 billion naira spent in Above-The-Line in 2011. In addition, about 9 billion naira was spent on personal paid announcements, while entertainment, leisure and tourism gulped close to 6 billion naira.
Mediafacts, described as the nation’s most influential media independent agency, also revealed more than 46 billion naira was expended on television, 13 billion naira on radio, 28 billion naira on outdoor advertising while the press got more than 15 billion naira.
In terms of geographical distribution, Lagos region alone accounted for 56 billion naira (about 54 percent), it was followed by northern Nigerian which got 20 percent (20 billion naira). 11.5 billion naira (11 percent) was spent in the eastern part of Nigeria while the west accounted for the remaining 15 per cent (15.46 billion naira).
A breakdown of the amount spent by each of the four leading telecoms operators showed that MTN Nigeria topped the list with 6.381 billion naira. The company was followed by Globacom, which spent 5.704 billion naira. Etisalat spent 4.255 billion naira and Airtel Nigeria spent 3.439 billion naira on adverts in the year under review.
Furthermore, the report noted an increase in the amount derived from television advertising which rose from about 40 billion naira the previous year to 46.1 billion naira in 2011. Increase was also recorded in radio adverts, which recorded 13.142 billion naira against 12.807 billion naira in 2010.
Lesser amount was however spent on adverts placed in the print media, which had 15.395 billion naira, a reduction from the 16.524 the media realised in 2010. The scenario was also the same in outdoor expenditure that reduced to 28.142 billion naira from 28.562 billion naira in 2010.