The position of the highest advertising spender in Nigeria is still maintained by the telecommunication sector as the recent 2013 rating is still topped by the sector. Out of the total advertising expenditure of N103.8bn, about 14% of the amount constituted the sum total of N14.7bn which was the combined total advertising amount spent by all the telecommunications companies in the country.
The sector was topped by MTN with an advertising expenditure of N5bn, followed by Etisalat which spent N3.9bn, while Globacom and Airtel spent N3.1bn and N2.5bn, respectively.
Other big spenders include Guinness Foreign Extra Stout, N1.6bn; Star lager beer, N1.5bn; Indomie Noodles, N1.2bn; Peak Milk, N1bn; Gulder, N0.7bn; Heineken N0.7bn; FirstBank, N0.6bn; Dettol Soap, N0.6bn; Dettol Range, N0.6bn; Pepsi, N0.6bn; Legend Extra Stout, N0.6bn; Guaranty Trust Bank, N0.6bn; BUA Flour, N0.5bn; Transcorp Hilton Hotel, N0.5bn; Samsung Mobile phone, N0.5bn, and Stanbic IBTC Bank, N0.5 bn.
These top 20 advertisers contributed 60% of the total advertising spend in the year under review.
The television subsector also topped the advertising expenditure for the year.
The sub-sector attracted a total spend of N47bn which represents 45% of the overall advertising spend for the year at N103.8bn. The outdoor advertising attracted N23.2bn while print media and radio attracted advertising spend of N18.5bn, respectively, in 2013.
However, in the analysis of quarterly performance, of the total advertising figure for 2013, advertisers spent a total of N28bn; representing 27% of the overall spend during the second quarter of the year. N26.6bn, N25.8bn and N23.4bn were spent during the first, third and fourth quarters, respectively.
With the N44bn volume of advertisements placed within Lagos alone, the state took 42% of the total advertising spends during the year. The North had 27% (N27.9bn); while the West had 16% (N16.5bn); and the East 15% (N15.4bn).