Outdoor advertising gulped N100b in 2010 – Survey

A total of N97.549 billion was invested on outdoor advertising (above the line advertising activities) in Nigeria in 2010.

This was contained in the latest edition of Mediafacts, an annual publication of MediaReach OMD, Nigeria’s most influential media independent agency.

This figure includes funds invested on television, radio, outdoor, and press advertisements in the course of the past year.

According to the compendium, the figure represents a growth of 7.3 per cent over the amount spent in the previous year, 2009. In 2010, Lagos region accounted for 52.7 per cent or N51.415 billion, while the North accounted for 19 per cent or N18.578 billion. The Eastern part accounted for N16.218 billion or 16.6 per cent while the western part of the country accounted for the remaining 11.6 per cent or N11.338 billion.

As in 2009, the telecommunication product category spent the highest on ATL advertising having recorded N16.866 billion of ad spend, followed far behind by personal paid announcements which spent N7.854 billion. Lager beer was third in the product category with N4.513 billion.

In the telecommunication category, MTN was top in ad spend last year with N7.145 billion, followed by Globacom, which spent N4.485 billion for advertisements in 2010. Etisalat and Airtel spent N2.489 billion and N2.126 billion respectively. All the four brands topped the list of the top 20 brands in terms of ad spend last year.

Another highlight of Mediafacts 2010 is that television advertising amounted to N39.656 billion of the total N97.549 billion, accounting for 40.7 percent of the cumulative Nigerian ad spend in 2010. Outdoor expenditure was next to television with N28.562 billion.

Mediafacts 2010, published in one volume in English and French contains media trend information on nine West African countries and three central African countries. This covers some of the countries where mediaReach OMD operates in. The company, mediaReach OMD is a specialist media company that provides media planning, buying, control and inventory management services with offices in Lagos, Nigeria and Accra, Ghana. MediaReach OMD is well known for transparency and accountability.

Over the years, the company has provided professional media services with professionalism, client responsiveness, innovation and integrity as its values in action. Having started operation in 1999, mediaReach OMD is part of OMD global network and has grown to be a reputable media independent firm in West Africa with considerable operation capability in Central Africa. OMD is one of the largest and most influential media communications specialists in the world.