Media penetration in Nigeria driven by digital platforms – study

The advent of the new media and digital driven platforms has revolutionalised the media landscape, especially media penetration in Nigeria. With shift from analogue to digital TV, advertisers need to pro-actively consider investment on pay-tv which is increasingly affordable as witnessed in the growth of cable TV penetration  over the past year.

According to recent the Nigerian Media Advertising Guide (NMAG), a Starcom Media Perspectives industry report; radio remains the most efficient medium to drive frequency for brand communication while brands increasingly leverage the integration of TV and social to maximize engagement.

The report findings which is now an App and made available for download from Google play for Android and Apple store for iOS at no cost to users, reveals that more brands are utilizing digital media innovation to engage the youth who have the highest media penetration and drive increase in return on investment (ROI). According to the report, TV and radio penetration have reached a peak nationally, indicating that opportunity for growth lies in digital. While environmental factors like urbanization, security affect Out-of-home (OOH) penetration.

NMAG report reveals that there is no significant growth in newspaper penetration as hard copy is being threatened by online version and blogs. However, there is an opportunity for brands to bundle offline/online print investment leveraging technology.

“In line with our commitment to champion industry thought leadership and keeping our promise of continuous improvement, we launched the 2018/19 edition of the insightful marketing communications advisory annual publication, Nigeria Media Advertising Guide (NMAG),” said Jude Odia, COO, Starcom Media Perspectives.

According to Odia, this edition of NMAG is in line with the promise to democratize media research data, by making it accessible to all stakeholders. “Therefore, I am glad to inform you all that the comprehensive version of this book is now available for download on Google play for Android and Apple store for iOS,” he stated.

“In our efforts to fully operationalize the Starcom brand in Nigeria, we have included a new section in this edition tagged Trends and Projections. This is aimed at helping clients and businesses predict and proactively position for the near future realities. This section is an output from our advisory and consulting unit, a new arm in our overall bundle of professional services,” said Odia.

Ose Osundeko, head, digital services, Starcom Media Perspectives, said deploying the report in the form of an app became necessary due to the inability of most stakeholders to get the hard copy of the last edition.

She noted that the report is essentially released to help stakeholders within and outside the integrated marketing communications industry get insights about trends within the media landscape.