The telecommunications product category recorded the highest spending of N20.118bn out of a total of N102.755bn spent in above-the-line advertisement in 2011 followed by personal paid announcement with N8.654bn, while entertainment, leisure and tourism was third in the product category with N5.976bn.
Mediafacts, an annual publication of MediaReach OMD, Nigeria’s most influential media independent agency, disclosed this in its 2011 edition, which was released on Tuesday.
The publication showed that in the telecommunications product category, MTN topped the list with N6.381bn, followed by Globacom, which spent N5.704bn, while Etisalat and Airtel spent N4.255bn and N3.439bn respectively.
All the four brands topped the list of the top 20 brands in terms of advertisement expenditure last year.
The publication also noted that television advertising amounted to N46.076bn in the year under review as against the N39.656bn recorded in 2010; while radio recorded N13.142bn as against N12.807bn in 2010.
The figure for the print media was N15.395bn in 2011 compared to the N16.524bn spent a year earlier, while outdoor expenditure was N28.142bn, a little less than the N28.562bn spent in 2010.
The report also noted that the country had the potential to build a prosperous economy with its large reserves of human and natural resources, adding that Nigeria witnessed major changes in the economic sector in 2011.
Some of the changes were the Federal Government’s amnesty programme that resulted in higher oil production; growth in the insurance sector and consistent growth in the telecommunication sector, amongst others.
Mediafacts 2011, published in one volume in English and French, contains media trend information on nine West African countries and three Central African countries, where Media Reach OMD operates.
The Managing Director and Chief Executive Officer, MediaReach OMD, Mr. Tolu Ogunkoya, said, “We understand that creativity is the sustainable source of differentiation and competitive advantage for ourselves and our clients.
“We pride ourselves on delivering innovative media solutions to our clients’ marketing challenges at the keenest possible prices.”
Media Reach OMD is a specialist media company that provides a host of media-related services to advertisers and their representatives. Its services include communications and media planning, media strategy developments and implementation, buying and control services among others, and its business offices are located in Nigeria, Ghana and Cameroon.
The parent company is one of the largest and most influential media communications specialists in the world.