Telecoms operators spent N15bn on adverts in 2012

This was made known in the 2012 edition of Mediafacts, an annual publication of MediaReach OMD, a media independent agency.From the total ATL advertising, telecommunications product category had the highest amount of N15.562 billion, representing a decline from the N20.118 billion spent in 2011, followed by entertainment, leisure & tourism with N4.988 while lager beer […]

This was made known in the 2012 edition of Mediafacts, an annual publication of MediaReach OMD, a media independent agency.
From the total ATL advertising, telecommunications product category had the highest amount of N15.562 billion, representing a decline from the 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 spending last year.
According to the publication, total advertising spending on Above-the-Line activities fell slightly by 10.6 per cent to N91.846 billion in 2012 as against N102.755 billion in 2011.
The publication attributed the 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 total expenditure, media investment on TV and radio rose by 7.2 per cent and 20.1 per cent respectively.
Of the N91.846 billion, television had N49.399, radio N15.782, outdoor N17.692 while N8.974 was spent on the press.
A further analysis of the trend in the advertising industry during the review year showed that television advertising closed at N49.399 billion as against N46.076 billion in 2011. Radio recorded N15.782 billion as against N13.142 billion spent in 2011, Press spent N8.974 billion lesser than the N15.395 spent in 2011 while Outdoor expenditure was N17.692 billion compared to N28.142 billion spent in 2011.
Mediafacts noted that in 2012, Lagos region accounted for 35.8 per cent or N32.913 billion, North 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.
Mediafacts 2012 which is published in one volume in English and French contains media trend information on 14 African countries. This covers some of the countries where Media Reach OMD operates in.