mediafacts - mediaReach OMD

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mediafacts
N I G E R I A N
2
0
0
A publication of
mediaReach OMD Nigeria
5
INTRODUCTION
mediaReach OMD, through its research and innovations unit, undertakes data synthesis and
interpretation with a view to providing expert and precise media information. This guarantees
the primacy of our brands in media and marketing communications.
ACKNOWLEDGEMENTS
We acknowledge our various clients for supporting this worthy endeavour. We are particularly
grateful to:

BAT Nigeria

GSK Consumer Health Nigeria

Guinness Nigeria Plc

MTN Nigeria Communications Ltd

Promasidor Nigeria

Reckitt Benckiser Nigeria

Virgin Atlantic Airways
We also acknowledge the support of and use of data provided by Media Monitoring Services
Ltd, Media Planning Services Ltd, The Federal Office of Statistics, The World Bank, The
Central Bank of Nigeria and the Outdoor Advertising Association of Nigeria.
DISCLAIMER
Whilst every effort has been made in the preparation of this book to ensure accuracy of the
statistics and other information contained therein, the publisher and copyright owners
cannot accept liability in respect of errors or omissions. Readers will appreciate that the
data is only as up-to-date as the publishing schedule will allow, and is subject to change
during the natural course of events.
Nigerianm e d i a f a c t s
1
mediaReach OMD
mediafacts
N I G E R I A N
2
0
0
A publication of
mediaReach OMD Nigeria
5
WHO WE ARE
mediaReach OMD is a specialist media company that provides media planning, buying,
control and inventory management services in Nigeria.
The company holds professionalism, client responsiveness, self and mutual respect,
innovation and integrity as its values in action; and is also widely known to be the most
transparent and accountable media independent in the country. Started on a clean slate in
April 1999, mediaReach OMD Nigeria has grown up to be a reputable firm within the industry.
mediaReach is a part of the global OMD network around the world.
THE POWER OF IDEAS
OMD believes in powerful ideas, driven by meaningful insight, to deliver compelling business
results. 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.
OMD is one of the largest and most influential media communications specialists in the world.
Our network invests billions of dollars in media through ninety offices across fifty five markets.
The approach to our work is unique and it has helped to contribute to the success of many of
the world's leading brands in today's highly competitive market. For media savvy that raises
the consciousness of your target consumer, choose an enlightened approach
For enquiries, contact us at
7, Shonny Highway, Sam Shonibare Estate, Maryland, Lagos, Nigeria.
Tel: +234 1 4704402, +234 1 4962499, +234 8034020065. Fax: +234 1 4962499
Website: www.mediareachomd.com. email: [email protected]
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mediaReach OMD
INFORMATION ABOUT NIGERIA
History
Formal existence of Nigeria as one nation dates back to 1914 with the amalgamation of the
Northern and Southern protectorates of Nigeria, presided over by the governor-general, on behalf
of the British monarchy.
Prior to this time, some
excellent records of early
exploration of the Nigerian
hinterland and trade had
been conducted along the
coast from the eighteenth
century. In 1851, a British
consulate was established
at Calabar for the protection
of merchants.
In 1885, the Oil Rivers
protectorate was created
but it was not until the Niger
Coast protectorate came
into being in 1893 that there
was any real effort at
governance. Before then,
the administration of the
Niger and Benue valleys
was in the hands of the
Royal Niger Company,
which was then an amalgamation of several British trading interests.
Under a royal charter, the company continued to administer these areas until the end of 1899.
In 1890, the Royal Niger Company's Charter was surrendered and the administration of the British
territory was formally taken over by the British government. It was under this administration that
the protectorates of Northern and Southern Nigeria were declared and subsequently
administered.
British rule ended on October 1, 1960, when Nigeria became an independent nation. Exactly three
years later, Nigeria became a Republic, thus severing all former administrative links with the
British crown, but remaining a member of the Commonwealth.
Today, Nigeria is a federation, comprising 36 states, with a capital city, Abuja.
LANGUAGES AND PEOPLE
The official language in Nigeria is English. This accounts for the fact that educational, legal,
commercial and financial systems are fashioned after the British system. There are more than 250
ethnic groups with as many numbers of languages/dialects in Nigeria. There are three major
ethnic groups viz., Hausa, Igbo and Yoruba the dominant groups in the northern, eastern and
western parts of the country respectively.
The country's population is currently estimated at about 131 million (2005 estimate), with an
annual population growth rate of about 2.83 per cent. As the most populous black-nation on earth,
it is estimated that one in every four black persons is a Nigerian.
Source - Adapted with modifications from the Diplomatic & International Community Year Book 2000
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mediaReach OMD
Population
State
Capital
Abia
Adamawa
Akwa Ibom
Anambra
Bauchi
Benue
Borno
Bayelsa
Cross River
Delta
Edo
Enugu
Ebonyi
Ekiti
Gombe
Imo
Jigawa
Kaduna
Kano
Katsina
Kebbi
Kogi
Kwara
Lagos
Niger
Nasarawa
Ogun
Ondo
Osun
Oyo
Plateau
Rivers
Sokoto
Taraba
Yobe
Zamfara
FCT, Abuja
Total
Umuahia
Yola
Uyo
Awka
Bauchi
Makurdi
Maiduguri
Yenagoa
Calabar
Asaba
Benin
Enugu
Abakaliki
Ado-Ekiti
Gombe
Owerri
Dutse
Kaduna
Kano
Katsina
Birnin-Kebbi
Lokoja
Ilorin
Ikeja
Minna
Lafia
Abeokuta
Akure
Oshogbo
Ibadan
Jos
Port Harcourt
Sokoto
Jalingo
Damaturu
Gusau
Abuja
Area (Sq. Km)
7,081
36,917
4,844
4,320
34,605
70,898
34,059
11,920
20,156
17,698
17,802
7,431
7,400
9,707
30,000
5,530
23,152
46,853
20,131
36,800
24,192
29,833
36,825
3,345
76,363
20,000
9,251
16,762
11,252
28,454
38,030
9,930
45,435
54,473
45,502
20,400
7,315
924,666
Population
(1991)
Population
(2003 Est)
Population
(2004 Est)
Population
(2005)
Projection
1,938,487
2,102,053
2,409,613
2,796,475
3,213,007
2,536,003
2,753,077
2,103,124
1,911,297
2,590,491
2,172,005
2,181,314
1,373,330
1,324,868
1,138,000
2,485,635
2,875,133
3,935,618
5,810,470
3,753,133
2,068,490
2,147,756
1,548,412
5,725,116
2,421,581
1,102,124
2,333,726
2,460,470
2,158,143
3,452,720
2,210,288
2,206,433
3,054,152
1,512,163
1,399,687
1,416,152
371,674
88,992,220
2,709,573
2,938,202
3,368,103
3,908,849
4,491,069
3,848,188
3,544,767
2,939,699
2,671,568
3,620,930
3,035,980
3,048,991
1,919,610
1,851,871
1,590,670
3,474,364
4,018,796
5,501,119
8,121,744
5,246,045
2,891,288
3,002,085
2,164,336
8,002,438
3,384,831
1,540,524
3,262,030
3,439,189
3,016,604
4,826,134
3,089,491
3,084,102
4,269,025
2,113,667
1,956,451
1,979,465
519,518
124,391,316
2,786,254
3,021,353
3,463,420
4,019,469
4,618,166
3,957,092
3,645,084
3,022,892
2,747,173
3,723,402
3,121,898
3,135,277
1,973,935
1,904,279
1,635,686
3,572,689
4,132,528
5,656,801
8,351,589
5,394,508
2,973,111
3,087,044
2,225,587
8,228,907
3,480,622
1,584,121
3,354,345
3,536,518
3,101,974
4,962,714
3,176,924
3,171,382
4,389,838
2,173,484
2,011,819
2,035,484
534,220
127,911,590
2,865,105
3,106,857
3,561,435
4,133,220
4,748,860
4,069,077
3,748,240
3,108,440
2,824,918
3,828,77
3,210,248
3,224,006
2,029,797
1,958,170
1,681,976
3,673,796
4,249,478
5,816,888
8,587,939
5,547,173
3,057,251
3,174,407
2,288,571
8,461,785
3,579,123
1,628,951
3,449,273
3,636,602
3,189,760
5,103,158
3,266,831
3,261,132
4,514,071
2,234,993
2,068,753
2,093,088
549,339
131,531,488
Source: NPC/FOS based on 2.83% p.a. growth rate using the geometric model
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mediaReach OMD
Nigeria in the World - 2004
Country
World
United States
GNI
(Millions of
US $)
Ranking
GNI Per
Capita Atlas
GNI Per
Capita
(Atlas) Rank
GNI Per
Capita (PPP
Int $)
GNI Per
Capita
(PPP)
Rank
12,150.93
1
41,400
5
39,710
3
Japan
4,749.91
2
37,180
9
30,040
17
Germany
2,488.97
3
30,120
18
27,950
22
UK
2,016.39
4
33,940
13
31,460
13
France
1,858.73
5
30,090
19
29,320
20
China
1,676.85
6
1,290
132
5,530
116
Italy
1,503.56
7
26,120
26
27,860
24
Canada
905.63
8
28,390
21
30,660
16
Spain
875.82
9
21,210
31
25,070
29
Mexico
703.08
10
6,770
69
9,590
80
India
674.58
11
620
159
3,100
145
Korea, Rep
673.04
12
13,980
49
20,400
43
Brazil
552.10
13
3,090
96
8,020
86
Australia
541.17
14
26,900
24
29,200
21
The Netherlands
515.15
15
31,700
16
31,220
15
Africa
South Africa
165.33
30
3,630
94
10,960
74
Egypt
90.13
44
1,310
131
4,120
132
Algeria
73.68
49
2,280
112
6,260
105
Nigeria
53.98
54
390
178
930
193
Morocco
46.52
57
1,520
128
4,100
134
Tunisia
26.30
67
2,630
101
7,310
93
Libya
25.26
69
4,450
81
N/A
N/A
Sudan
18.15
80
530
167
1,900
169
Kenya
14.99
83
460
171
1,050
189
Angola
14.44
84
1,030
142
2,030
163
Cote D’ Voire
13.26
88
770
152
1,390
182
Cameroon
13.14
89
800
150
2,090
161
Tanzania
(mainland)
Congo, DR
11.56
94
330
186
660
205
6.42
117
120
205
680
204
5.73
118
4,640
80
11,870
67
Mauritius
This table reads, according to the World Bank World Development Indicator 2004, Nigeria's Gross
National Income in 2004 was $53.98billion (ranked 54). With an average Gross National Income per
capita of $390 (using Atlas method), she ranked 178. The country however drops to a rank of 193 if income
is adjusted for exchange variation using the Purchasing Power Parity (PPP) method.
Source: World Bank Development Report - 2004
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mediaReach OMD
Unemployment Rate
YEAR
COMPOSITE %
URBAN %
RURAL %
1990
3.5
5.9
3.0
1991
3.4
4.9
.7
1992
3.4
4.8
3.2
1993
2.7
3.8
2.5
1994
2.0
3.2
1.7
1995
1.8
3.9
1.6
1996
2.9
4.6
2.5
1997
3.2
4.9
2.8
1998
3.2
4.9
2.8
1999
3.1
5.8
2.5
2000
18.1
14.2
19.8
2001
13.7
10.3
15.1
2002
12.2
9.5
13.3
2003
14.8
17.1
13.8
2004
11.8
11.0
12.1
Source: Federal Office of Statistics
This table reads: According to the Federal Office of Statistics, the composite unemployment rate in
Nigeria in 2004 is 11.8%. This is made up of 11.0% urban and 12.1% rural unemployment.
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mediaReach OMD
Gross Domestic Product at Current Factor Cost
ACTIVITY SECTOR
Crop Production
200
2002
(Naira Million)
2003
2004
1,337,766.57
1,576,433.18
1,787,315.74
2,155,133.07
Livestock
154,495.45
183,202.17
202,263.06
243,887.47
Forestry
27,462.61
33,186.13
40,421.11
51,658.25
Fishing
75,170.90
90,431.17
106,466.10
128,285.43
Coal Mining
Crude Petrol & Natural
Gas
Metal Ores
Quarrying & Other Mining
Oil Refining
Cement
Other Manufacturing
Electricity
Water
Building & Construction
Wholesale & Retail Trade
Hotel and Restaurants
Road Transport
Rail Transport & Pipeline
Water Transport
Air Transport
0.48
0.31
0.31
0.36
1,669,001.07
1,798,823.42
2,741,553.85
2,831,319.88
11.14
11.51
11.42
13.04
5,990.93
7,055.66
8,401.33
11,510.65
13,799.65
13,808.07
17,367.08
22,456.58
3,230.30
3,546.34
4,236.04
5,477.36
182,049.37
219,471.12
266,136.26
344,127.46
1,459.99
1,896.26
2,000.94
2,277.69
967.20
1,055.32
1,162.54
1,314.43
40,744.13
47,985.41
58,905.42
80,087.85
642,697.21
772,436.94
922,149.87
1,250,335.65
8,018.66
9,670.03
11,421.48
15,648.56
129,967.75
160,679.90
205,936.69
337,554.70
4.93
5.36
5.92
6.41
835.41
829.33
842.40
909.92
1,889.79
2,519.23
2,759.18
3,009.64
11,937.29
14,749.85
15,337.02
16,891.58
Telecommunications
705.19
1,157.91
1,821.38
2,488.19
Post
619.11
1,080.26
1,011.97
1,155.41
52,678.25
76,950.41
78,832.14
99,872.44
Transport Services
Financial Institutions
Insurance
Real Estate
Bus Svrs (Not Health/Edu)
1,689.40
2,467.83
2,248.64
3,680.85
185,813.49
218,966.88
290,467.72
444,688.32
5,783.14
3,206.12
3,789.49
4,490.16
Public Administration
78,082.50
81,997.70
90,205.98
3947.67
Education
17,652.93
18,538.10
20,393.85
22,842.84
4,624.44
4,856.32
5,342.47
5,984.04
137.25
141.37
145.61
149.98
52,065.19
52,065.19
78,546.89
3379.65
Health
Private Non - Profit Orgs
Other Services
Broadcasting
GDP Current Basic Price
771.53
911.66
1,110.23
1,409.00
4,705,546.23
5,415,119.56
6,969,310.80
8,290,081.76
Crop production and the extractive sectors remain Nigeria's chief GDP drivers.
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mediaReach OMD
Monthly Inflation Trends (1994 - 2004 in %)
Month
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
JAN
57.7
59.1
69.7
26.8
8.1
10.4
5.2
8.6
18.9
12.3
15.0
FEB
58.0
60.0
66.5
24.4
7.7
10.9
3.9
10.3
18.9
11.4
16.5
MAR
57.4
63.5
63.0
22.4
7.0
11.6
2.7
11.9
18.8
10.5
17.8
APR
56.8
66.5
58.3
21.0
6.5
11.9
1.8
13.9
17.9
10.1
18.5
MAY
55.1
70.3
53.5
19.2
6.3
12.2
1.1
15.7
16.8
10.0
19.4
JUN
53.5
74.2
48.7
17.5
6.4
12.1
0.9
16.6
16.4
10.1
19.4
JUL
52.6
77.1
44.7
15.6
6.6
11.6
1.2
17.7
16.2
10.0
19.1
AUG
52.8
78.2
41.0
13.6
7.3
10.6
2.2
18.1
15.6
10.0
19.1
SEP
53.2
78.5
37.4
11.6
8.2
9.8
3.3
18.4
14.8
10.7
18.2
OCT
54.0
77.6
34.7
9.9
9.0
8.8
4.5
18.6
13.6
12.3
17.1
NOV
55.3
75.5
32.2
8.7
9.8
7.6
5.8
18.7
13.2
13.0
16.1
DEC
57.0
72.8
29.3
8.5
10.0
6.6
6.9
18.9
12.9
14.0
15.0
SOURCE: FOS
This table depicts the month on month inflation rate. Average monthly inflation rose from 11.2% in
2003 to 17.6% in 2004
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mediaReach OMD
Combined Urban and Rural State Consumer Price Index
May 2004
State
April 2005
May 2005
Abia
Food
112.0
All Items
115.6
Food
113.2
All Items
127.9
Food
126.2
All Items
138.2
Abuja
139.7
148.4
159.1
155.0
155.2
157.5
Adamawa
113.4
115.8
139.3
139.2
144.9
146.3
Akwa Ibom
142.0
132.7
133.5
131.2
126.0
134.9
Anambra
127.2
123.7
138.9
136.8
134.2
135.7
Bauchi
115.5
116.8
151.9
153.6
152.7
150.3
Bayelsa
118.0
115.2
121.8
134.3
123.4
131.7
Benue
104.2
104.5
138.0
132.6
141.9
134.2
Borno
114.4
116.1
128.4
131.3
131.7
139.4
Cross River
129.6
132.4
140.4
148.6
142.5
151.6
Delta
133.5
129.9
143.0
135.2
139.9
133.9
Ebonyi
114.3
114.7
109.6
117.9
126.7
129.6
Edo
119.9
118.0
133.5
136.5
134.3
137.9
Ekiti
103.4
109.1
120.9
118.3
132.3
128.5
Enugu
111.7
113.3
119.9
131.6
116.2
128.8
Gombe
103.5
112.8
141.9
144.3
142.9
147.4
Imo
11 9.8
120.5
129.9
133.5
131.8
135.7
Jigawa
119.0
125.6
177.7
156.8
154.1
146.7
Kaduna
106.9
112.0
136.0
132.0
132.7
134.8
Kano
113.3
113.5
135.9
137.4
139.8
153.1
Katsina
114.9
116.3
164.3
162.0
164.8
151.7
Kebbi
120.1
120.5
141.5
138.8
147.5
142.6
Kogi
114.5
119.5
118.4
127.8
121.2
130.8
Kwara
106.8
108.1
121.5
123.1
123.7
125.6
Lagos
124.8
128.3
130.3
152.1
137.3
153.8
Nassarawa
111.9
115.7
141.5
143.1
146.8
148.9
Niger
118.7
122.8
147.9
140.4
144.5
141.5
Ogun
119.9
120.2
120.1
126.3
127.0
130.5
Ondo
130.1
131.6
143.1
143.6
148.1
149.9
Osun
118.8
116.9
133.5
132.3
141.0
140.4
Oyo
113.0
114.3
144.2
135.4
137.6
135.6
Plateau
121.9
123.8
143.3
143.3
143.1
148.2
Rivers
127.2
124.4
128.6
130.4
135.5
134.1
Sokoto/Kebbi
109.2
115.3
134.5
137.9
141.2
144.9
Taraba
110.6
110.9
135.8
131.4
136.3
135.5
Yobe
113.4
116.4
158.3
150.6
160.6
155.9
Zamfara
125.8
130.7
145.3
154.3
151.8
158.3
Note: This table shows the composite Consumer Price Index (CPI). It measures changes in the average
level of retail prices paid by consumers living in both urban and rural areas. Indices may not be used for
inter-state price comparison because market baskets differ from state to state.
Source: FOS
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mediaReach OMD
MEDIA MARKET
Above-The-Line (ATL) Ad- spend in N Billion. (N = Nigerian Naira)
Total Spend (conversion rate
Year 2001 Year 2002 Year 2003 Year 2004 -
@ N 132.84 = US $1)
N8.379 Billion
(US$63.076 million)
N7.317 Billion
(US$55.080 million)
N6.96 2 Billion
(US$52.413 million)
N15.614 Billion
(US$117.537 million)
The media market experienced a decline in total ATL ad spend of 12.67% in 2002 over 2001, and a
further decline of 4.84% in 2003 over 2002. However,
ad spend grew by 124.24% in 2004 over that of 2003.
Source: Media Monitoring Services Ltd (MMSL)
10
mediaReach OMD
Growth of Media Opportunities
Source: Media Monitoring Services Ltd (MMSL)

The most remarkable media growth was in Outdoor, where relative utilisation grew
from 20.00% in 1996 to 30.00% in 2002, and remained at 29% for 2003/2004. Over a
period of 9 years, relative Outdoor media usage has grown by 9%.

Print media utilisation also grew by 7% from a 9% in 2002 to 16% in 2004.

Just as TV utilisation (which grew by 2% from 35% in 2002 to 37% in 2003) lost 3% in
2004, Radio also declined by 3% from 24% in 2003 to 21% in 2004.
12
mediaReach OMD
Regional Share of Advertising in Nigeria Year 2004.
WEST
10%
EAST
13%
LAGOS
60%
NORTH
17%
Source: MMSL
!
!
!
From a regional share of 58% in 2002, Lagos' Ad-spend share grew by 2% to 60% in
2004.
The East also grew by 1% from 12% in 2002-2003 to 13% in 2004.
The North, which gained 1% in 2003 from 19% in 2002, lost 3% in 2004, dropping to 17%.
13
mediaReach OMD
Biggest Advertising Product Categories - Year 2004
Source: MMSL
As it was in 2003, 2004 saw Telecoms holding on to the leading position ahead of Stations’ Broadcast,
Beer, Banking & Financial Services and Leisure & Tourism in that order.
14
mediaReach OMD
TELEVISION
The 103.93% increase in value from N2.563 billion (US$19.01 million) in 2003 to N5.227
billion (US$38.767 million) in 2004 took Television to a leading position which it had in
2003.
The total ATL advertising on TV in the different product categories saw Stations’ Broadcast
lead in 2004, followed by Telecommunications, Tourism, Lager Beer, Corporate Ads, Milk &
Dairy, Soft Drinks, etc.
SOME OF THE BIGGEST TELEVISION ADVERTISING BRANDS IN NIGERIA (2004)
Source: MMSL
MTN (corporate) leads the pack of brands advertised on television in 2004. It is followed by Mr. Bigg's,
Gulder, Peak Milk, Gordon's Spark, Pepsi, and Guinness Stout in that order.
15
mediaReach OMD
RADIO
In terms of value, the Radio medium saw a major increase from N1.683 billion (US$12.484
million) in 2003 to N3.264 billion (US$24.209 million) in 2004 (a 93.92% increase). In 2004,
Radio which lost its second place to Outdoor in 2003 occupied the third position.
In 2004, total ATL advertising on Radio in the different product categories saw Telecoms
lead, followed by Broadcast, Banking & Finance, Tourism, Lager Beer, Milk, Malt, etc.
SOME OF THE BIGGEST RADIO ADVERTISING BRANDS IN NIGERIA (2004)
Source: MMSL
For brands advertising on Radio, MTN (corporate) was highest, followed by VMobile (corporate),
Cowbell Powdered Milk, Malta Guinness, Indomie Noodles, Star, and Guinness Stout, etc.
16
mediaReach OMD
PRESS
The gross value of advertising spend captured for the print medium increased by 248.68%
from N723,304 million (US$5.364 million) in 2003 to N2,521,972 billion (US$18.703 million) in
2004. Newspapers, which gained 2% in 2004 over its 2003 share, had the lion's share of the
print advertising spend (93%) while Magazines had the other 7% for 2004.
As was the case in 2003, Telecoms product category was the biggest spender on Press in
2004, followed by Banking & Financial Services. Other big spenders were Corporate, Motor
Vehicles, Beer, Electronics and Malt categories.
SOME OF THE BIGGEST PRESS ADVERTISING BRANDS IN NIGERIA (2004)
200.0
180.0
160.0
140.0
120.0
100.0
80.0
60.0
40.0
20.0
-
TOTAL (N'million)
CORP CORP
UNIPE OCEA
STAR ZENIT GUINN
GLOB
WEMA
RELORAT ORAT
TROL NIC
COMM H INT' ESS
ACOM
BANK
TEL
E(MTN E(VM
PLC. BANK
S.
BANK STOU
198.7
135.1
91.3
28.3
26.9
26.9
26.7
22.9
17.7
17.3
STAN
GUAR INDO
ACCE
UNITE DANG NEW
AFRIB
MALTI
DARD M-TEL ANTY
MIE
SS
D
OTE BOUR
ANK
NA
TRUS
TRUS NOOD
BANK
BANK SPAG NVITA
16.2
14.6
14.6
13.7
13.6
13.4
11.1
10.5
9.6
8.3
Source: MMSL
GSM operators were the biggest users of Press in 2004
17
mediaReach OMD
PRESS (contd…)
In terms of Newspapers and Magazines advertising insertions value share levels, ThisDay
leads the Newspapers category spend with a value of N490.744 million (31.19% share)
followed by Punch (25.92% value share), and Guardian (18.80% value share).
In terms of advertising placements, ThisDay had the highest share of 3,592 inserts (24.34%
spots share) followed by Guardian (22.64% spots share) & Punch (21.68% spots share).
Tell Magazine had N39.73468 million (constituting a 35.05% value share) of magazines
advertising spend, followed by The News (14.93%), Encomium (13.26% value share), &
Fame (7.15% value share). Tell also had the highest number of advertising placements
(325 placements which is a 23.07% spots share) followed by Encomium (19.80% spots
share), & Hints (12.14% spots share)
OUT OF HOME
The Market: With 112 OAAN registered practitioners, the outdoor sector of Nigerian media
market has been very dynamic with myriad of ubiquitous offerings.
!
As in previous years, Lagos had the greatest share of outdoor advertising accounting
for 54.57%. The East came next with 17.69% followed by the West 17.19% and
the North 10.19%. Total recorded number of hoardings for 2004 stood at 18,029
boards of various sizes.
18
mediaReach OMD
OUT OF HOME
Variant/Format
Type
Spectacular/Illuminated
Advertising Tower (Solar)
All Steel
Advertising Tower
(Conventional Electricity)
Advertising Tower
(with Generator Back-up)
Spectacular/Non-illuminated
Advertising Tower
All Steel
40 Sheet (Existing Model)
40 Sheet Super Structure
48 Sheet (Old Model)
All Steel
All Steel
All Steel
48 Sheet Super Structure
All Steel
48 Sheet Ultrawave
All Steel
96 Sheet (Conventional)
All Steel
96 Sheet (Utrawave)
All Steel
96 Sheet (Fronlit)
All Steel
Backlit (4m x 8m)
Aluminium
Backlit (4m x 8m)
All Steel
4m x 8m (Conventional)
All Steel
All Steel
All Steel
Comment
Sparsely distributed .
Placed on major roads
and high traffic areas
Available nationwide
Sparsely distributed
along major roadside
The most dominant.
Sparsely distributed due
to its cost.
Among the dominant
outdoor variant
Sparsely distributed due
to its cost.
Among dominant sizes.
The most dominant.
Sparsely distributed
along major roadside
Base Rate Per
Unit/Per Year
Excluding
Production (Naira)
N4.0 - N4.5 million
N3.5 - N4.0 million
N4.0 - N4.5 million
N3.0 million
N175,000.00
N250,000.00
N250,000.00
N375,000.00
N1.2 million per
face
N1.25 million
N1.5 million per
face
N1.5 million
N2.5 million
N2 million
N750,000.00
Source: MMSL & Outdoor Advertising Association of Nigeria (OAAN)
19
mediaReach OMD
OUT OF HOME (contd…)
SOME OF THE BIGGEST OUTDOOR ADVERTISING BRANDS IN NIGERIA (2004)
250.0
200.0
150.0
100.0
50.0
-
TOTAL (N'million)
CORPO GUINNE
RATE(M
SS
TN)
STOUT
209.4
177.2
COCACOLA
GLOBA
COM
MAGGI
CUBE
STAR
153.6
108.7
85.7
72.2
GEN
NEW
SETS/O BOURN
THER
VITA
66.9
62.1
INDOMI HEINEK
E
EN
NOODL BEER
56.6
53.7
L.G
GULDE
ELECTR
R
ONICS
53.7
51.3
PEPSI
NEW
FRESH
RED
MALTIN
A
47.5
47.3
45.4
COWBE MALTA
LL
GUINNE
POWDE
SS
43.8
42.3
DELTA
SOAP
39.0
LUNA
ROYCO
MILK(EV
CUBE
AP)
37.9
35.8
Source: MMSL
Brand presence on outdoor in 2004 was led by MTN (corporate), followed by Guinness Stout,
Coca-Cola, Globacom, and Maggi Cubes, etc.
20
mediaReach OMD
Media Overview - 2005
Television
- Over 140 TV stations
- 1 Federal network service (NTA)
- Nigerian Television Authority with 95 stations
- 28 State-owned stations
- 14 Private stations
- 2 Satellite stations (Africa Independent Television and Minaj Broadcast
- International)
- 4 digital TV stations (DSTV, Trend TV, FSTV, TITV)
Radio
- Over 90 Radio stations
- 1 Federal Network (FRCN) of 26 individual stations with 12 more expected
within 2005
- 56 State-owned stations (on AM & FM bands)
- 15 Private-owned stations
- 1 Community/University station (Unilag FM, Lagos)
Press
- Over 90 titles
- Dailies
- Midweek/Weekend
- Sports/Business
Magazines
- Over 40 titles
- Weekly & Monthly
- News magazines/ Entertainment
- Business/Sport
- Foreign/International titles
Outdoor
- 112 registered outdoor firms managing almost 20,000 boards pan-Nigeria
Source : Various
National Broadcasting Commission Handbook, 3rd ed. 2004; www.nbc-nig.org
www.oaan.org
22
mediaReach OMD
Personal and Household Income Bracket
Personal Income
Total
51,495,362
Total
Less than N5,000
32.29%
Refused
20.05%
N5,000 but less than N10,000
19.02%
9.59%
3.11%
0.83%
0.65%
N50,000+
0.37%
Source: MPS/AMPS 2005
This table reads: MPS/AMPS reports that 32.29% of urban and semi-urban Nigerians claimed to
earn less than N5, 000 per month while less than 1% earn more than N50, 000 monthly.
Household Income
Total
51,495,362
Total
0.00%
Less than N5,000
0.00%
30.59%
6.70%
2.84%
2.43%
N50,000+
9.64%
This table reads: More Nigerian households live on an average of N10,000 to N20,000 monthly
income bracket, than any other income bracket.
?
!
MPS Media Planning Services
AMPS All Media and Product Survey
23
mediaReach OMD
Total Population by Home Language
Home Language
Total
51,495,362
Total
Pidgin
79.31%
English
76.03%
Hausa
37.33%
Yoruba
29.55%
Igbo
21.28%
Other
10.01%
Fulani
4.24%
Edo
4.07%
Ibibio
3.27%
Kanuri
2.15%
Ijaw
2.12%
Tiv
1.67%
Efik
1.52%
Nupe
1.23%
Urhobo
1.14%
Egbira
0.62%
French
0.33%
This table reads: At close to 80%, Pidgin English is the most widely spoken home language in Nigeria,
closely followed by English at 76.03%.
24
mediaReach OMD
Access to Media
Total Population
51,495,362
72%
73%
Watched TV in the last 4 weeks
Listened to the radio in the last 4 weeks
Read a daily newspaper within the last 4
weeks
Read a weekly or monthly magazine within the
last 6 months
Have cable TV at home
16%
5%
2%
When Last Visited a Cinema
Total
South
East
North
West
North
East
South
West
Lagos
51,495,362
13,388,794
14,418,701
11,328,980
8,754,212
3,604,675
90.87%
96.18%
90.59%
84.15%
90.62%
92.06%
Long Ago
3.53%
1.77%
2.62%
5.42%
5.12%
3.42%
1-7 Days Ago
1.77%
0.27%
3.03%
3.51%
0.59%
1.18%
4-6 Months Ago
0.98%
0.58%
0.81%
0.69%
1.88%
1.29%
8-14 Days Ago
0.87%
0.19%
1.09%
2.58%
0.03%
0.21%
5-12 Weeks Ago
0.69%
0.45%
0.77%
1.10%
0.63%
0.45%
3-4 Weeks Ago
0.66%
0.14%
0.62%
1.70%
0.28%
0.76%
7-12 Months Ago
0.63%
0.42%
0.48%
0.87%
0.84%
0.64%
Total
Never
This table reads: 9 out of every 10 Nigerians have never visited a cinema before and only 4.97% visited
within the last 6 months. Cinema-going seems to be more popular in the North-East.
Advertising seen on Buses, Cars etc
Advertising On Buses, Cars Etc
51,495,362
Total
Never
21.48%
In the Past 7 Days
18.22%
14 Days Ago
13.49%
4 Weeks Ago
26.98%
Longer than 4 Weeks Ago
19.83%
This table reads: 21.48% claimed never to have noticed any form of advert on buses or cars, while
close to 79% claimed to have noticed during periods ranging from the last 7 days to longer than 4 weeks
.
25
mediaReach OMD
Advertising Billboards Seen
Total
Total
South
East
North
West
North East
South
West
Lagos
51,495,362
13,388,794
14,418,701
11,328,980
8,754,212
3,604,675
100.00%
25.71%
25.16%
20.26%
19.20%
9.67%
42.39%
39.14%
42.81%
33.93%
44.85%
62.77%
22.93%
21.97%
20.36%
24.71%
27.85%
18.63%
12.29%
13.17%
11.61%
14.44%
11.60%
8.58%
11.99%
12.93%
11.47%
18.65%
7.07%
6.66%
10.40%
12.79%
13.75%
8.27%
8.62%
3.37%
Total
In the past 7
Days
14 Days
Ago
4 Weeks
Ago
Longer than
4 Weeks Ago
Never
This table reads: In past 7 Days, outdoor reached 62.77% of Nigerians in Lagos, 44.85% in the South
West, 42.91% in the NorthWest, & 39.14% in the South East. In all, outdoor delivered 42.39% of
Nigerians on the average.
Advertising Posters Seen
Advertising On Posters
Total
Never
51,495,362
13.01%
In the Past 7 Days
44.59%
8-14 Days Ago
14.58%
3-4 Weeks Ago
17.75%
Longer than 4 Weeks Ago
10.07%
This table reads: 44.59% of Nigerians claimed to have seen poster adverts within the Past 7 Days. In
total, about 87% claimed to have seen posters at various times between the past 7 days and longer
than 4 weeks ago.
26
mediaReach OMD
THE MEDIA MARKET
Daily Newspapers Read: Yesterday
Total
None
The Sun
The Punch
The Guardian
Vanguard
Complete Sports
Nigerian Tribune
Daily Times
Today's Sports
This Day
Daily Trust
New Nigerian
Champion
Pioneer
Alaroye
New Age
Monitor
Daily Independent
Pointer
Sunset
Gaskiya
PM News
Observer
Bayelsa Tide
Herald
Business Day
Statesman
Today
The Comet
The Standard
Others
Total
51,495,362
79.78%
4.43%
4.06%
2.24%
1.63%
1.12%
0.94%
0.72%
0.68%
0.66%
0.61%
0.60%
0.52%
0.48%
0.16%
0.16%
.11%
0.09%
0.09%
0.08%
0.07%
0.07%
0.07%
0.06%
0.05%
0.04%
0.04%
0.03%
0.03%
0.03%
0.35%
South East
13,388,794
75.34%
5.01%
4.71%
2.65%
3.37%
0.90%
0.44%
1.25%
0.84%
0.78%
0.01%
0.06%
0.94%
1.81%
0.00%
0.26%
0.22%
0.10%
0.35%
0.17%
0.00%
0.02%
0.11%
0.24%
0.03%
0.02%
0.08%
0.00%
0.00%
0.00%
0.29%
North West
14,418,701
89.05%
2.87%
1.22%
0.53%
0.72%
0.51%
0.46%
0.41%
0.32%
0.46%
1.46%
1.16%
0.42%
0.00%
0.00%
0.00%
0.00%
0.07%
0.00%
0.00%
0.07%
0.00%
0.00%
0.00%
0.00%
0.03%
0.00%
0.00%
0.00%
0.00%
0.24%
North East
11,328,980
77.55%
7.11%
3.01%
1.31%
1.76%
0.55%
0.72%
0.83%
0.97%
1.23%
9%
1.42%
0.50%
0.09%
0.06%
0.28%
0.00%
0.12%
0.00%
0.08%
0.24%
0.00%
0.13%
0.00%
0.00%
0.11%
0.05%
0.14%
0.00%
0.13%
0.42%
South
West
8,754,212
82.23%
3.29%
4.67%
2.86%
0.51%
1.12%
2.44%
0.41%
0.63%
0.15%
0.00%
0.03%
0.22%
0.00%
0.30%
0.12%
0.27%
0.03%
0.00%
0.03%
0.00%
0.00%
0.00%
0.00%
0.20%
0.00%
0.03%
0.00%
0.03%
0.00%
0.43%
Lagos
675
67.35%
3.61%
10.66%
6.28%
1.29%
4.48%
1.06%
0.53%
0.76%
0.65%
0.00%
0.00%
0.32%
0.00%
0.96%
0.11%
0.00%
0.21%
0.00%
0.11%
0.00%
0.64%
0.11%
0.00%
0.00%
0.11%
0.00%
0.00%
0.21%
0.00%
0.55%
This table reads: 79.78% of the population did not read or look at a newspaper a day prior to the
interview. The Sun (4.43%) emerged as the most read daily newspaper with major areas of strength
being the South East and the North East. The Punch (4.06%), came second overall, with Lagos and the
South West being its areas of strength.
27
mediaReach OMD
Weekly Newspapers Read: Past 7 Days
Total
South East
North West
North East
South West
Lagos
51,495,362
13,388,794
14,418,701
11,328,980
8,754,212
3,604,675
95.43%
93.86%
97.84%
95.20%
96.17%
92.49%
Sunday Punch
0.84%
1.54%
0.26%
0.48%
0.74%
1.49%
Sunday Sun
0.63%
1.01%
0.19%
0.69%
0.51%
0.85%
Saturday Sun
0.48%
0.58%
0.24%
0.62%
0.25%
0.96%
Saturday Punch
0.40%
0.23%
0.04%
0.17%
0.53%
2.02%
Sunday Guardian
0.24%
0.41%
0.06%
0.07%
0.43%
0.21%
Sunday Tribune
0.24%
0.32%
0.06%
0.21%
0.29%
0.42%
Saturday Vanguard
0.19%
0.24%
0.12%
0.27%
0.06%
0.32%
Sunday Vanguard
0.15%
0.29%
0.04%
0.25%
0.09%
0.00%
Saturday Guardian
0.15%
0.13%
0.06%
0.09%
0.24%
0.32%
Saturday New Nigerian
0.12%
0.26%
0.07%
0.11%
0.03%
0.00%
Sunday Times
0.11%
0.20%
0.03%
0.23%
0.00%
0.00%
Sports Souvenir
0.10%
0.15%
0.12%
0.02%
0.03%
0.26%
Sunday New Nigerian
0.07%
0.07%
0.04%
0.17%
0.06%
0.00%
Sunday Ambassador
0.06%
0.01%
0.11%
0.17%
0.00%
0.00%
Sunday Champion
0.06%
0.10%
0.01%
0.11%
0.03%
0.00%
Saturday Champion
0.06%
0.00%
0.06%
0.15%
0.06%
0.00%
Sunday Independent
0.05%
0.03%
0.06%
0.03%
0.07%
0.11%
Saturday ThisDay
0.05%
0.06%
0.12%
0.02%
0.00%
0.00%
Sunday Pioneer
0.05%
0.17%
0.00%
0.02%
0.00%
0.00%
Others
0.52%
0.34%
0.47%
0.92%
0.41%
0.55%
Total
None at all
With less than 1% of the population reading weekly newspapers, readership is low. Sunday Punch
came first with 0.84% followed by Sunday Sun at 0.63%
28
mediaReach OMD
Weekly/Monthly Magazines Read: Past 7 Days
Total
South
East
North
West
North
East
South
West
Lagos
51,495,362
13,388,794
14,418,701
11,328,980
8,754,212
3,604,675
93.87%
92.82%
97.86%
92.04%
94.99%
87.88%
Tell
0.98%
1.39%
0.27%
1.09%
1.03%
1.38%
Ovation
0.84%
0.69%
0.14%
0.38%
1.16%
3.44%
Hearts
0.84%
1.28%
0.59%
0.94%
0.43%
0.98%
Newswatch
Complete
Football
0.65%
1.02%
0.16%
1.22%
0.16%
0.74%
0.22%
0.18%
0.10%
0.25%
0.24%
0.53%
True Romance
0.18%
0.22%
0.06%
0.42%
0.06%
0.11%
Newsweek
0.18%
0.25%
0.01%
0.55%
0.00%
0.00%
Thrills & Boom
0.16%
0.32%
0.08%
0.13%
0.03%
0.21%
Encomium
0.14%
0.10%
0.00%
0.05%
0.23%
0.64%
City People
0.13%
0.08%
0.04%
0.00%
0.10%
0.85%
The News
0.12%
0.15%
0.06%
0.07%
0.06%
0.42%
Genevieve
0.11%
0.03%
0.00%
0.33%
0.09%
0.21%
Kick Off
0.11%
0.09%
0.12%
0.00%
0.11%
0.33%
The Week
0.11%
0.18%
0.00%
0.22%
0.03%
0.11%
Music & Movies
0.08%
0.11%
0.00%
0.06%
0.11%
0.21%
Economist
0.07%
0.08%
0.04%
0.02%
0.15%
0.11%
Fame
0.06%
0.03%
0.02%
0.20%
0.00%
0.11%
Policy
0.06%
0.08%
0.01%
0.20%
0.00%
0.00%
Health Link
0.06%
0.02%
0.05%
0.16%
0.03%
0.00%
Alaroye
0.06%
0.00%
0.00%
0.07%
0.06%
0.32%
Total
None at all
Readership remains very low across all major weekly/monthly magazines. Tell came tops with about
1% of the population saying they read the title within the last 7 days prior to interview date. Ovation
came tops in Lagos with 3.44%, but second overall with 0.84%
29
mediaReach OMD
TV Stations Watched Yesterday - Lagos
Lagos
Total
None
3,604,675
5.56%
STV (Silverbird)
51.20%
AIT
32.43%
Galaxy TV, Lagos
22.74%
Channels TV
19.79%
NTA CH 10
13.63%
MITV
13.38%
LTV
11.26%
NTA 2 CH 5
7.16%
Super Screen
2.67%
DBN
2.28%
MBI
2.04%
OGTV CH 25, Abeokuta
0.96%
NTA Ado Ekiti
0.32%
BCOS CH 28, Ibadan
0.21%
Cartoon Network
0.11%
CNN
0.11%
M-Net
0.11%
SABC Africa
0.11%
NTA Benin
0.11%
KTV Ilorin
0.11%
Super Sport 2
0.07%
Super Sport 1
0.05%
This table reads: Silverbird TV is the most watched station in Lagos followed by AIT.
31
mediaReach OMD
TV Stations Watched Yesterday - South West
South West
Total
8,754,212
None
31.31%
OSBC Oshogbo
10.00%
NTA
6.97%
NTA Benin
6.69%
ITV Benin
6.12%
BCOS CH 28, Ibadan
5.86%
NTA Ilorin
5.45%
OGTV CH 28, Abeokuta
5.34%
ODTV Akure
5.17%
NTA CH 4, 5 & 7, Ibadan
4.64%
NTA Oshogbo
3.38%
Galaxy TV, Ibadan
3.21%
STV (Silverbird)
3.06%
EBS CH 55, Benin
2.93%
AIT
2.59%
NTA Ado Ekiti
2.45%
Ekiti TV
2.35%
KTV Ilorin
1.45%
NTA CH 12, Abeokuta
0.82%
Galaxy TV, Lagos
0.51%
LTV
0.31%
MTV
0.15%
Movie Magic
Channel O
0.13%
0.13%
BBC World
0.13%
CNN
0.12%
This table reads: With 10% watching, OSBC Oshogbo has the highest viewership record
followed by NTA Akure at 6.97% and NTA Benin
32
mediaReach OMD
TV Stations Watched Yesterday - South East
South East
Total
13,388,794
None
32.18%
DBS/Delta TV
7.68%
NTA Calabar
7.65%
NTA Enugu
6.20%
CRTV Calabar
5.19%
RSTV Port Harcourt
4.56%
NTA Owerri
4.54%
NTA Asaba
4.44%
NTA Port Harcourt
3.89%
BTV Yenagoa
3.57%
ABSTV/ETV Enugu
3.35%
NTA Aba
2.77%
ABS TV Onitsha/Awka
2.54%
IBC TV Owerri
2.36%
NTA Awka
2.30%
BCA Umuahia
1.88%
AIT PH
0.98%
Bayelsa TV
0.86%
MBI/MST Obosi, Enugu
0.51%
This table reads: DBS/Delta TV (7.68%) is the most watched TV station in the South East
closely followed by NTA Calabar with 7.65%, NTA Enugu ( 6.2 %) and RSTV Port Harcourt
( 4.56%).
33
mediaReach OMD
TV Stations Watched Yesterday - North West
North West
Total
14,418,701
None
46.90%
NTA Katsina
6.80%
NTA Kano
5.66%
Katsina State TV
5.30%
NTA Kaduna
4.54%
AIT Kano
4.40%
NTA Minna
4.27%
KTV Kano
3.43%
CTV 67 Kano
2.63%
PRTV Jos
2.35%
NTA Dutse
1.96%
KSTV Kaduna
1.23%
NTA Bida
0.86%
NTA Abuja
0.76%
DTV Kaduna
0.73%
NTA Plus Abuja
0.51%
AIT Abuja
0.50%
CNN
0.44%
Kogi TV
0.38%
NTA Jos
0.24%
NTA Kebbi
0.19%
BBC World
0.15%
Super Sport 3
0.15%
Super Sport 1
0.09%
NTA Lokoja
0.09%
African Ma
0.09%
This table reads: Almost 47% of potential audiences in the North West did not watch any station a day
prior to the interview. NTA Katsina has the widest viewership with 6.8%, NTA Kano follows with 5.66%.
34
mediaReach OMD
TV Stations Watched Yesterday - North East
North East
Total
11,328,980
None
29.94%
NTA Bauchi
10.04%
NTA Lokoja
6.64%
NTA Mauduguri
6.05%
NTA Markudi
5.86%
NTA Yola
5.34%
PRTV Jos
4.62%
NTA Jos
4.13%
BATV, Bauchi
4.08%
NTA Bida
3.91%
ATV Yola
2.71%
GOMBE State TV
1.79%
BRTV, Maiduguri
1.69%
NTA Lafia
1.32%
Nassarawa TV
1.22%
CNN
1.00%
NTA Abuja
0.71%
AIT Abuja
1.23%
BBC World
0.36%
NTA Plus, Abuja
0.26%
This table reads: NTA Ba uchi is the most widely watched TV station in the North East with 10.04%;
followed by NTA Lokoja with 6.64%. Almost 30% didn’t watch TV a day prior to the interview.
35
mediaReach OMD
Radio Stations Listened To Yesterday - Lagos
Lagos
Total
3,604,675
Cool FM, Lagos
11.90%
Raypower 100.5 FM, Lagos
10.41%
Brila FM
8.70%
Rhythm 93.7 FM, Lagos
7.61%
Eko FM, Lagos
7.56%
Star FM, Lagos
7.31%
Radio Lagos Ikeja 1 (FM)
6.43%
Radio Lagos Ikeja 2 (AM)
6.39%
Bond FM
3.84%
Metro FM, Lagos
3.54%
Raypower 2 106.5 FM, Lagos
3.41%
Radio Nigeria 1, Lagos
2.90%
Radio Nigeria 3, Lagos
2.89%
Unilag FM
2.66%
Voice of Nigeria (VON), Lagos
0.97%
Radio Nigeria, Abeokuta
0.89%
BBC
0.74%
VOA
0.74%
OSBC, Osogbo
0.22%
OGBC 2, Abeokuta
0.21%
This table reads: Cool FM Lagos (11.9%) is the most listened to yesterday followed by Ray Power
100.5 (10.41%) and Brila FM (8.7%).
36
mediaReach OMD
Radio Stations Listened To Yesterday - South West
South West
Total
8,754,212
OSBC, Osogbo
21.28%
BCOS 2, Ibadan
6.73%
OGBC 2, Abeokuta
6.68%
Radio Nigeria, Akure
6.66%
Independent FM, Benin
5.81%
OSRC, Akure
4.51%
Radio Kwara, Ilorin
4.48%
Radio Nigeria, Abeokuta
4.11%
Radio Nigeria, Ado-Ekiti
3.70%
Sunshine
3.25%
BCOS 1, Ibadan
2.45%
BBC
1.92%
Raypower 100.5 FM, Lagos
1.83%
EBS, Benin
1.80%
Premier FM
1.33%
Radio Nigeria, Ilesa (Gold FM)
1.31%
Voice of Ekiti, Ado-Ekiti
1.12%
Eko FM, Lagos
0.78%
FM Edo, Benin
0.72%
This table reads: OSBC Oshogbo with 21.28% has the highest listening audience in South West
with BCOS Ibadan coming a distant second with 6.73%.
37
mediaReach OMD
Radio Stations Listened To Yesterday - South East
South East
Total
13,388,794
AKBC, Uyo
11.09%
Cosmos FM, Enugu
10.03%
None
8.12%
CR Radio2 FM, Calabar
7.40%
BBC
7.19%
BCA FM, Umuahia
5.57%
DBS FM, Asaba
5.57%
Orient FM, Owerri
4.91%
Radio Nigeria, Enugu (Coal FM)
4.42%
Rhythm FM, Port Harcout
3.22%
Radio Nigeria, Owerri (Heart Land)
3.12%
Cross River Radio 1, Calabar
2.65%
FM1 Awka
2.19%
Radio Bayelsa, Yenagoa
2.08%
VOA
.32%
Minaj FM, Obosi
1.27%
FM 96.1 Enugu
1.09%
This table reads: The dominance of AKBC, Uyo (11.09%) was closely challenged by Cosmos FM,
Enugu (10.03%).
38
mediaReach OMD
Radio Stations Listened To Yesterday - North West
North West
Total
14,418,701
BBC
19.72%
Freedom FM, Kano
11.92%
VOA
6.42%
KBC Kano
4.81%
FM Minna
4.21%
Radio Nigeria, Kaduna
3.84%
FM 96.1 Kaduna
3.42%
Radio Jigawa
3.20%
FM Kano
3.17%
KSMS, Kaduna
2.89%
Radio Kebbi, Birnin-Kebbi
2.10%
Deutsche Welle
1.94%
RayPower Kano
1.83%
KSBC, Katsina
1.81%
Radio Kwara, Ilorin
0.96%
Cool FM
0.48%
GBC
0.47%
Radio Nigeria, Abuja
0.44%
ASO FM, Abuja
0.40%
FM ABUJA
0.27%
RayPower Abuja
0.24%
This table reads: BBC (19.72%) leads yesterday listenership, while Freedom FM, Kano (11.92%)
comes second.
The dominance of the BBC is likely to be based on the strength of their Hausa service.
39
mediaReach OMD
Radio Stations Listened To Yesterday - North East
North East
Total
11,328,980
BBC
24.88%
VOA
12.26%
FM 94, Lokoja
7.56%
BRC, Bauchi
6.88%
FM Makurdi
6.78%
Deutsche Welle
5.48%
FM Bauchi
5.38%
GSBC, Gombe
4.17%
Radio Nigeria, Kaduna
4.15%
Radio Cologne
3.76%
FM Borno, Maiduguri
3.39%
ABC1 Yola
3.26%
Cosmos FM, Enugu
3.18%
Benue Radio, Makurdi
3.11%
ABC2 FM, Yola
3.11%
Fombina FM, Yola
2.89%
Others
1.96%
FM Nasawara, Lafia
1.91%
FM Jos
1.32%
Radio Maiduguri
1.30%
This table reads: As in the North West, foreign stations (BBC 24.88%, & VOA 12.26%) dominate
radio listenership.
This is probably due to the fact that both stations have established Hausa service broadcasts.
41
mediaReach OMD
A useful source for updating contact information on some organisations in Nigerian
Advertising, Marketing and Media industry.
















Advertising Practitioners Council of Nigeria
–
Behind National Arts Theatre Complex, By NAN Iganmu, Lagos.
Association of Advertising Agencies of Nigeria
–
Plot 8 Otunba Jobi Fele Way, Behind MKO Gardens, Central Business District,
–
Alausa Lagos
Broadcasting Organisation of Nigeria
–
45 Martins Street, Lagos.
Federal Office of Statistics
–
36/38 Broad Street, Lagos.
Independent Television Producers Association of Nigeria
–
6 Ajao Road, Surulere, Lagos.
Media Independent Practitioners Association of Nigeria
–
c/o 166B, Obafemi Awolowo Way, Ikeja, Lagos.
Media Monitoring Services
–
12, Seriki Abass Crescent, off Osolo way, Ajao Estate, Lagos.
Media Planning Services
–
1a Tafawa Balewa Crescent, Off Adeniran Ogunsanya Street, Surulere, Lagos.
National Broadcasting Commission
–
Plot 807, Ibrahim Taiwo Road, Asokoro, Abuja.
National Institute of Marketing of Nigeria
–
Eric Moore Close, Surulere, Lagos.
National Population Commission
–
Babs Animasaun Street, Surulere, Lagos
Newspapers Proprietors Association of Nigeria
–
186 Ikorodu Road, Palmgrove, Lagos.
Nigeria Copyright Commission
–
Federal Secretariat Annex, Garki, Abuja.
Nigerian Press Council
–
Plot 210, Shehu Shagari Way, Asokoro, Abuja.
Nigerian Union of Journalists.
–
NUJ House, Iyala Street, Alausa Lagos.
Outdoor Advertising Association of Nigeria
1 Badagry Street, Off Adeniyi Jones, Ikeja Lagos.
42
mediaReach OMD

mediafacts - mediaReach OMD

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