Traditional media remains strong ad platform, records N18.5bn in 2013

Traditional print media industry has continued to show resilience against predictions of declines in fortunes in the face of emergence of internet, as the Nigerian industry recorded improvement in advertising last year.

According to Mediafacts, a survey report conducted by MediaReachOMD, advertising in the print media increased by 8 percent last yea r, while advertising in other channels dropped.

Advertising spends in TV and radio dropped by 9 percent and 2 percent points, respectively, while out-of-home and print media advertisement spends increased by 3 percent and 8 percent, respectively,” according to the report released last weekend. However, the 2013 Mediafacts stated that the TV sub-sector dominated advertising expenditure for the year. The sub-sector attracted a total spend of N47 billion, which represents 45 percent of the overall advertising spend of N103.8 billion for the year.

N23.2 billion was spent on the outdoor advertising, print media and radio attracted advertising spend of N18.5 billion and N15.1 billion, respectively, in 2013.

In the recent time, the Nigerian traditional print media had to adopted and improved on internet convergence in content delivery, which has assisted in checkmating the perceived threat posed by online media platforms.

The survey report further said that  telecommunications sector retained its position as the highest advertising spender in Nigeria in 2013. The combined total advertising spend by all the telecoms companies  was put at N14.7 billion, representing 14 percent of the total advertising expenditure of N103.8 billion by Mediafacts.

MTN, however, topped the sector with an above-the-line advertising expenditure of N5 billion, followed by Etisalat which spent N3.9 billion. Globacom and Airtel spent N3.1 billion and N2.5 billion, respectively

This information is contained in the just released 2013 Mediafacts, a key media resource for marketing professionals in West and Central Africa produced annually by MediaReachOMD, a specialist media company that provides media planning, buying, control and inventory management services.

Other big spenders include Guinness Foreign Extra Stout N1.6 billion, Star lager beer N1.5 billion, Indomie Noodles N1.2 billion, Peak Milk N1 billion, Gulder N0.7 billion, Heineken N0.7 billion, First Bank N0.6 billion, Dettol Soap Original N0.6 billion, Dettol Range N0.6 billion, Pepsi N0.6 billion, Legend Extra Stout N0.6 billion, Guaranty Trust Bank N0.6 billion, BUA Flour N0.5 billion, Transcorp Hilton Hotel N0.5 billion, Samsung Mobile phone N0.5 billion, and Stanbic IBTC Bank N0.5 billion.

These top 20 advertisers contribute 60 percent of total advertising spend in the year under review, according to Mediafacts.