Nigeria’s ad industry recovers from slide, records N103bn billings

The Nigeria’s advertising industry in 2013 recovered from the slide it recorded in 2012, as the media spending by advertisers across the country last year amounted to N103.8 billion, representing an increase of N12.95 billion over the N91.9 billion the previous year.

With the total advertising spending of N91.9 billion it recorded in 2012, the nation’s advertising industry suffered a 10.52 percent drop when compared with the N102.7 billion earned from advertisers the previous year.

The Media Facts, a key media resource for marketing professionals in West and Central Africa, disclosed in its fresh report on the industry that the TV sub-sector dominated the media spending for last year. With a total of the N47 billion advertisers spent on their advertisements on the TV stations in the country in 2013, the figure represented 45 percent of the overall spending by advertisers.

The report said that with N23.2 billion spent on the outdoor advertising during the year under review, the outdoor sub-sector came second after the TV. Similarly, the report stated that the radio and print media recorded the advertising spending of N15.1 billion and N18.5 billion, respectively, in 2013. “The TV dominated media spends of advertisers – accounting for 45 percent of the total expenditure of N103.8 billion in 2013. While TV and radio spends dropped by 9 percent and 2 percent points, OOH and print increased by 3 percent and 8 percent, respectively,” the report stated.

The Media Facts added that the total above-the-line advertising expenditure in 2013 increased by 13 percent over the 2012 figure. The growth, it stated, was primarily driven by the beer category; banking and finance, and personal paid adverts.

Meanwhile, in its analysis of the quarterly performance, Media Facts said of the total advertising figure for 2013, advertisers spent a total of N28 billion, representing 27 percent of the overall spending during the second quarter of the year. It also said N26.6 billion, N25.8 billion and N23.4 billion were spent during the first, third and fourth quarters, respectively.

The regional analysis of the report shows that with the N44 billion volume of advertisements placed within Lagos alone, the state took 42 percent of the total advertising spending during the year. The North had 27 percent (N27.9bn), while the West had 16 percent, and the East 15 percent.

According to the report, the top 20 products that generated more advertisements during the year include: telecoms, personal paid announcements, lager, gaming/entertainment, corporate, banking/finance, and religion.

It stated: “the top 20 categories contribute 60 percent of total spend. Telecom continues to be the highest spender with overall spends of N14.7 billion (14%) of the total ATL advertising in 2013. Specifically, the report identified MTN, Etisalat, Globacom, Airtel, Guinness Stout, Star, Indomie Noodles, Peak Milk, and Guilder as the top 10 brands that advertised most during the period under review.”

Daniel Obi