Telcos are biggest spenders in advertising: Survey
from HENRY IFEANYI in Lagos, Nigeria
LAGOS – LOCAL telecommunications companies were the biggest advertising spenders in 2013.
This is according to a survey by MediareachOMD, a specialist media company that provides media planning, buying, control and inventory management services.
According to the survey, the top 20 products that generated more advertisements during the year include: telecommunications, personal paid announcements, lager, gaming/entertainment, corporate, banking/finance, and religion.
The report noted that telecoms companies continued to be the highest advert spenders with overall spends of N14,7 billion (14 percent) of the total advertising in 2013.
MTN, Etisalat, Glo and Airtel were specifically mentioned as the top ten biggest advert spenders in the year under review.
The list was closely followed by Guinness Stout, Star, Indomie Noodles, Peak Milk, and Gulder.
The report however noted that advertising industry in 2013 recovered from the slide it recorded in 2012, as the media spend by advertisers across the country amounted to N103,8 billion, representing an increase of N12,95 billion over N91,9 billion the previous year.
The total above-the-line advertising expenditure in 2013 according to the report, increased by 13 percent over the 2012 figure.
The growth, surveyors stated, was primarily driven by the beer category, banking and finance, and personal paid adverts.
It however noted that with the total advertising spend of N91,9 billion it recorded in 2012, the nation’s advertising industry suffered a 10,52 per cent drop when compared with the N102,7 billion earned from advertisers the previous year.
The 2013 Mediafacts also disclosed that the television 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 for the year.
The report said that with N23,2 billion spent on the outdoor advertising during the year under review, the outdoor subsector came second after television.
Similarly, the report stated that radio and print media attracted advertising spend of N15,1 billion and N18,5 billion respectively in 2013.
“The TV dominated media spends of advertisers – accounting for 45 percent of the total expenditure of N103,8 billion in 2013. While TV and radio spends dropped by 9 percent and 2 percent points, OOH and print increased by 3 percent and 8 percent respectively,” the report stated.
In its analysis of the quarterly performance, Mediafacts said that of the total advertising figure for 2013, advertisers spent a total of N28 billion, representing 27 percent of the overall spend, during the second quarter of the year.
It also said N26,6 billion, N25,8 billion and N23,4 billion were spent during the first, third and fourth quarters respectively.
The regional analysis of the report shows that with the N44 billion volume of advertisements placed within Lagos alone, the state took 42 percent of the total advertising spend during the year.
– CAJ News
Short URL: http://cajnewsafrica.com/?p=1190