Lagos - Nigeria's largest mobile network operator, MTN Nigeria was the highest spender on advertisement in the country’s telecommunications sector 2012.
This is according to an annual report by Mediafacts, an entity of MediaReach OMD, Nigeria’s most influential media independent agency
According to the report MTN topped telecommunications advertising after spending more than N5 billion (US$30 million).
According to the report, Etisalat came second in the telecoms advert spending with N4.40 billion while Airtel and Globacom spent N2.99 billion and N2.95 billion respectively during the year under review.
All the four brands topped the list of the top 20 brands in terms of advertisement spend last year.
The report further noted that telecommunication operators in Nigeria recorded the highest amount of advertising expenditure on their product category in the Above-The-Line (ATL) spend.
According to the report, the N15.562 billion spent by the telecoms sector in 2012 however, represented a decline from the N20.118 billion spent in 2011.
The telecoms sector advert spending for 2012 was followed by entertainment, leisure and tourism with N4.988billion while lager beer was third in the product category with N4.784 billion.
According to the publication, total advertising spend on ATL 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.
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 28.142 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, West; N15.024 billion or 16.4 percent while the Eastern part of Nigeria accounted for the remaining 14.7 per cent or N13.491 billion.
- CAJ News