Media industry has been in real financial hardship. Times are hard and advertisers hardly splash funds the way they used to. Government the usual source of revenue for the media through flurry of adverts is squeezed for cash; no thanks for the new radical Transfer Single Account, TSA, policy that ensures that funds accruable to the federal government are paid into a single account and such funds are withdrawn for whatever purpose only by the express directive of the Presidency. It means no federal agency retains any fund to disburse for whatever needs it may have.
With government out of the way, the only other vibrant outfit has been the telecommunications sector. And they have not disappointed. According to the report released 2015 Mediafacts, the telecommunications sector retained its lead position as the highest advertiser in Nigeria last year with a combined total expenditure of N16.7billion. Mediafacts is a key media resource for marketing professionals in West and Central Africa.
The report, produced annually by mediaReach OMD, a specialist media company that provides media planning, buying, control and inventory management services, the figure represents 17 per cent of the total advertising spend in Nigeria of N97.9billion in the same year.
The report also identified other top advertising product categories that contributed to the total ad spend to include: Personal Paid (N12.2billion), Corporate Communications (N6.3billion), Banking and Finance (N5.8billion), Lager Beer (N4.6billion), Public Service (N3.8billion), Soft Drinks (N2.8billion), Cable TV (N2.5billion), Milk and Diary (N2.2billion) and Broadcast (N2.2billion).
Others are: Noodles (N2.1billion), Cocoa Beverages (2.0billion), Skin Cleansing (N1.8billion), Nutritional Drinks (1.8billion), Dental care (N1.6billion), Seasonings (N1.5billion), Online mall/education imparting knowledge & Skill/Malt (N1.4billion), NSD Powder (N1.3billion) and others (N22.4billion). Mediafacts stated that these are the top 20 advertising product categories in 2015.
“The top 10 advertisers in Communication and Telecommunications sector in 2015 include: Sundry Ad (other Inform. Service) – N13.5billion, MTN – N4.7billion, Airtel – N4.1billion, Etisalat – N3.7billion and Globacom – N3.7billion. Others are: Nigerian Breweries – N3.7billion, The State Government – N3.1billion, Sundry Advertisers (Services) – N3billion, Reckit Benkiser Nigeria – N2.7billion and Procter & Gamble – N2.1billion.
“The top 20 advertisers contributed 64 percent of total spend and the top four telecom players contributed 17% of the total spend in 2015. Mediafacts also revealed that the total advertising spend recorded in 2015 represented an increase of N4.8billion above the N93.1billion documented in 2014.
“The 2014/2015 electioneering campaigns and the successful change in government may have positively impacted on the advertising spends in 2015 as it records a positive growth of about 4.8% over 2014 total media spend,” the report said respectively.
Mediafacts further revealed that the television stations attracted the highest advertising expenditure of N39billion in 2015. The report also put the advertising expenditure attracted by the print media, outdoor and radio stations at N23.7billion, N20.1billion and N15.1billion; respectively.
In the same vein, Friday Magazine learnt that Nigeria remains most active in telephone subscription ahead of South Africa- the home of MTN, Egypt and even Ghana that had GSM years before the West African giant join the fray for mobile telephone services. According to a recent report, subscriber lines in Nigeria have witnessed significant leap.
The latest statistics released and posted on the Nigerian Communications Commission, NCC, website showed that Nigeria has witnessed a major rebound from 147.5 million in April to 148.8 million at the end of May 2016. Initially, it was feared that there could be a drop in the number subscriber lines following the state craft against MTN Nigeria for allegedly allowing unregistered subscribers to enjoy their services.
Friday Magazine actually recalls that the subscriber lines had dropped following the shedding of over 6.7 million unregistered numbers from the network of MTN Nigeria, which had come underfire huge numbers of unregistered lines and was even fined by the federal government.This was as a result of the implementation of the compulsory registration of subscriber biometric data in line with NCC’s 2011 Simcard Registration Guidelines.
The growth in active subscription to the recovery in teledensity, now stands at 106.32 per cent, according to the latest official data. The total number of telephone lines so far connected on telecoms networks till date remains constant in the last three months at 218.7 million, there was a surge in the number of active lines.
Of the 218.7 million total connected lines (including active and inactive), the active lines increased from 147.56 million to 148.84 million, with on the Global System for Mobile (GSM) communication segment exclusively contributing the growth.
For instance, while GSM operators including Globacom, MTN, Etisalat and Airtel increased their active subscriptions from 146.86 million in April to 148.18 million at the end of May, the code decision multiple access, CDMA, and fixed line operators lost subscriber from 525,743 to 487,141; and from 176,211 to 171,974 during the same two months period respectively.
The telecoms industry, which recorded its highest subscriber base of 52 million active lines in October 2015 with a teledensity of 108.57 percent, has witnessed some swinging growth in the last six months.

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