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Telecoms Top Nigeria’s Ad Spend with N16.7Bn in 2015 – Mediafacts

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The telecommunications sector retained its lead position as the highest advertiser in Nigeria in 2015 with a combined total expenditure of N16.7 billion.

This information is contained in the just-released 2015 Mediafacts, a key media resource for marketing professionals in West and Central Africa.

According to the report, produced annually by mediaReach OMD, a specialist media company that provides media planning, buying, control and inventory management services, the figure represents 17% of the total advertising spend in Nigeria of N97.9 billion in the same year.

The report also identified Personal Paid (N12.2 billion), Corporate Communications (N6.3 billion), Banking & Finance (N5.8 billion), Lager Beer (N4.6 billion), Public Service (N3.8 billion), Soft Drinks (N2.8 billion), Cable TV (N2.5 billion), Milk & Diary (N2.2 billion) and Broadcast (N2.2 billion) as part of other top advertising product categories that contributed to the total ad spend. Others are: Noodles (N2.1 billion), Cocoa Beverages (2.0 billion), Skin Cleansing (N1.8 billion), Nutritional Drinks (1.8 billion), Dental care (N1.6 billion), Seasonings (N1.5 billion), Online mall/Education imparting knowledge & Skill/Malt (N1.4 billion), NSD Powder (N1.3 billion and others (N22.4 billion). Mediafacts stated that these are the top 20 advertising product categories in 2015.

According to Mediafacts, “The top 10 advertisers in Communication and Telecommunications sector in 2015 include: Sundry Ad (other Inform. Service) – N13.5 billion, MTN – N4.7 billion, Airtel – N4.1 billion, Etisalat – N3.7 billion and Globacom – N3.7 billion. Others are: Nigerian Breweies – N3.7 billion, The State Government – N3.1 billion, Sundry Advertisers (Services) – N3 billion, Reckit Benkiser Nigeria – N2.7 billion and Procter & Gamble – N2.1 billion.

The report stated: “The top 20 advertisers contributed 64% of total spend and the top four telecom players contributed 17% of the total spend in 2015.”  Mediafacts also revealed that the total advertising spend recorded in 2015 represented an increase of N4.8 billion above the N93.1 billion documented in 2014.

The report also revealed, “the 2014/2015 electioneering campaigns and the successful change in government may have positively impacted on the advertising spends in 2015 as it records a positive growth of about 4.8% over 2014 total media spend.”

Mediafacts further revealed that the television stations attracted the highest advertising expenditure of N39 billion in 2015. The report also put the advertising expenditure attracted by the print media, outdoor and radio stations at N23.7 billion, N20.1 billion and N15.1 billion; respectively.

Meanwhile, the advertising expenditure that went to the Print media last year declined marginally by 4% from N25.8 billion in 2014 to N23.7 billion in 2015.

Also, the Outdoor performed better the previous year when it attracted N20.5 billion advertising spend against N20.1 billion in 2015.

However, the TV and Radio stations in Nigeria attracted more advertising spends of 39.0 billion and N15.1 billion in 2015 compared to N34.6 billion and N12.1 billion the previous year.

Mediafacts put the advertising expenditure in the first and second quarters of 2015 at N23 billion each, while it was N29.8 billion and N22.1 billion in the third and fourth quarters of the year. “The highest spend for 2015 was recorded in Quarter 3 (N29.8 billion), which represents 30% of the total spend,” the report stated.

Among the various regions in Nigeria, Lagos state attracted the highest advertising expenditure of N53.1 billion followed by the North Central (N12.1 billion), South West (N10.2 billion) and South South (N10 billion). “The highest spend for 2015 was recorded in Lagos, 54%, followed by North Central (12%), while North East took the rear position. The paltry spend, less than 1% in the North East was traceable to the space of insurgency in the region”, Mediafacts revealed.

Mr. Tolu Ogunkoya, managing director/CEO of mediaReach OMD, said “Nigeria’s media is one of the most vibrant in Africa. State radio and TV have near-national coverage and operate at federal and regional levels. All 36 states run at least one radio network and a TV station. There are hundreds of radio stations and terrestrial TV networks, as well as cable and direct-to-home satellite offerings.”

According to him, television viewing in Nigeria is concentrated in urban areas. “There are more than 100 national and local press titles, some of them are state-owned. They include well-respected dailies, tabloids and publications which champion ethnic interests. By 2014, 70.3 million Nigerians were online (Internetworldstats.com). Mobile phones are commonly used to access the web. Most Internet users are young, educated and urban”, he stated.

Ogunkoya noted that Nigeria’s economy is the largest in Africa while its manufacturing sector is the third largest on the continent producing a large proportion of goods and services for the West African sub region.

His words: “The Nigerian environment which is characterised with many investment opportunities seems to be the most attractive for foreign investors because of its liberal economic climate due to the following reasons:

The economy has been liberalised for full open market; 100% foreign participation is now allowed in all sectors; Privatisation programmes and industrial development encouraged; Profit repatriation allowed and All laws that inhibit full functioning of a deregulated, free enterprise and market driven economy were removed from stature books.”

Following the April 2014 statistical “rebasing” exercise, he stated, Nigeria has emerged as Africa’s largest economy, with 2015 GDP estimated at US$1.1 trillion. Ogunkoya said: “Oil has been a dominant source of income and government revenues since the 1970s. Following the 2008-2009 global financial crises, the banking sector was effectively recapitalised and regulation enhanced. Nigeria’s economic growth over the last five years has been driven by growth in agriculture, telecommunications and services.”

He said: “the report gives in-depth coverage of Nigeria and Ghana’s media markets. Media practitioners in the West and Central African regions, and companies making inroads into the markets in these regions would find this publication useful”.

MediaReach OMD is the leading Media Agency in West Africa, having presence in Nigeria, Ghana and Cameroon.

mediaReach OMD started its operation in Nigeria 17 years ago and has been consistently ranked No. 1 by RECMA (since report started for Nigeria in 2011).

In February 2016, OMD Worldwide was awarded ‘Most the Creative & Innovative Network of the Year’ for the 10th consecutive time by the Gunn Report for Media, which is the industry standard for evaluating media creativity, innovation and effectiveness.

In May 2016 OMD Worldwide was crowned ‘Agency Network of the Year’ at Festival of Media Global 2016.

mediaReach OMD has also been instrumental in publishing the Media Facts Book annually, for over a decade with an objective to organize media information in the West & Central Africa region and make such easily accessible and useful to all.

mediaReach OMD continues to be a thought leader and the pioneer of various initiatives at the industry level, including syndicated and proprietary researches.


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Lasaco Assurance Gets Shareholders Approval to Advance Capitalization Plans

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Lasaco Assurance Plc has received formal commitment letters from shareholders following its recent Extraordinary General Meeting, strengthening confidence in the company’s plan to raise additional capital in line with regulatory requirements and ongoing insurance sector reforms.

Speaking on the development, Ademoye Shobo, acting managing director of Lasaco Assurance Plc, said the confirmation from shareholders provides clarity and certainty as the company moves to execute its approved capital-raising strategy.

“The commitment letters from our shareholders give us the confidence to proceed with our capitalisation plans in line with the Nigerian Insurance Industry Reform Act (NIIRA) 2025 and other regulatory requirements guiding the insurance industry.

“We will leverage all available opportunities to raise the approved capital, and our existing shareholders should watch out for our rights issue as part of the process,”  Shobo said.

With shareholders’ backing now formally documented, Lasaco Assurance Plc plans to actively pursue available funding options to deliver the approved capital raise. The company plans to deploy a mix of market-based instruments, including a rights issue and other permissible fundraising structures, to ensure timely and effective capital mobilisation.

The Management noted that the commitment letters reinforce investor confidence in the company’s growth strategy, governance framework, and long-term outlook. The capital raise is expected to support balance sheet strengthening, improve underwriting capacity, and provide greater flexibility for business expansion across core insurance segments.

As part of the process, existing shareholders have been advised to watch out for the forthcoming rights issue, which will provide them with the opportunity to participate proportionately in capital expansion. The company reaffirmed its intention to ensure transparency and regulatory compliance throughout the fundraising exercise.

Lasaco Assurance Plc views the capitalization drive as a strategic step toward sustaining competitiveness, enhancing risk-bearing capacity, and positioning the company for future growth within Nigeria’s insurance market. The initiative also aligns with broader industry efforts aimed at strengthening the company’s financial resilience and protecting policyholders’ interests.

 


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Ecobank Nigeria to Host Customer Forum on Strengthening Regional Integration for Economic Transformation

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Ecobank Nigeria is set to host the second edition of its Customer Forum, at the Ecobank Pan-African Centre, Ozumba Mbadiwe Avenue, Victoria Island, Lagos.

The forum, organised by the bank’s Fixed Income, Currencies and Commodities (FICC) Business (Treasury), is themed ‘Strengthening Regional Integration for Economic Transformation.’

It is designed to examine critical issues shaping Nigeria’s and Africa’s economic outlook in 2026, with particular focus on trade, financial markets, foreign exchange liquidity and regional integration, especially as the African Continental Free Trade Area (AfCFTA) agreement enters a strategic phase of implementation.

Announcing the event in Lagos, the Regional Treasurer, Ecobank Nigeria Limited, Olumide Adebayo, said the one-day programme reinforces the bank’s role as a trusted financial partner and customer-focused institution, with intention to foster dialogue, support informed decision-making and deeper regional economic integration across Africa.

According to him, the programme will open with welcome remarks by the Managing Director/Regional Executive, Ecobank Nigeria, Mr. Bolaji Lawal, who will underscore the bank’s commitment to supporting customers and driving inclusive growth through strategic dialogue, innovation and pan-African collaboration.

The keynote address, titled ‘The Future of Trade in Africa: Harnessing the AfCFTA for Economic Transformation,’ will be delivered by the Group Chief Economist & Managing Director, Research and Trade Intelligence, African Export-Import Bank (Afreximbank), Dr. Yemi Kale.

His address will provide insights into Africa’s trade prospects and the transformative potential of the AfCFTA.

The forum will feature two high-level panel discussions: balancing the Risk between Interest Rate and Exchange Rate: Business Expectations and Outlook in 2026 and Export Proceeds, Oil Receipts and Remittances in 2026: Exploring Options that Best Support FX Liquidity and Flows in Nigeria.

The event would be moderated by Messrs. Aruoture Oddiri, Host and Producer of Global Business Report on Arise News and Barnabas Vajeh of Ecobank Nigeria Limited.

Ecobank Nigeria is a member of the Ecobank Group, the leading pan-African banking institution with operations in 33 African countries and international offices in London, Paris, Beijing and Dubai.

With over 220 branches, more than 36,000 agency banking locations, and robust digital platforms, Ecobank delivers accessible, affordable, and instant banking services. The bank is strategically positioned to support pan-African trade, particularly under the African Continental Free Trade Area (AfCFTA).


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Lagos to Establish West Africa’s Premier International Financial Centre

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Jonny Baxter, British Deputy High Commissioner; Babajide Sanwo-Olu, Lagos State Governor; Anna Rogers, Director, International Development, TheCityUK; and Aigboje Aig-Imoukhuede, Board Chairman, EntrepriseNGR, at the launch of the LIFU report, last week at State House Marina, Lagos.
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TheCityUK, in partnership with the UK Government, Lagos State Government, Lagos International Financial Centre Council (LIFCC), and EnterpriseNGR, have unveiled a landmark report, “Establishing an International Financial Centre in Lagos (LIFC), Nigeria”, outlining a strategic roadmap to transform Lagos into the West African hub for international investment capital driving innovation, and sustainable growth across the country and the wider region.

The LIFC initiative aligns with Nigeria’s Agenda 2050 and the Lagos State Development Plan 2052, to deliver long-term economic prosperity, deepen financial markets, and attract productive global investment. The project showcases the power of public-private partnership, bringing visionary leadership from the government together with private sector companies seeking to tap into Nigeria’s young, dynamic market to deliver economic growth.

The report was launched at an event at State House Marina with guests including Lagos State Governor, Babajide Sanwo-Olu, British Deputy High Commissioner Jonny Baxter, and EnterpriseNGR Board Chairman and CEO, Aigboje Aig-Imoukhuede and Obi Ibekwe.

Key Highlights from the Report:

  • Strategic Vision: The LIFC will support Nigeria’s ambition to become an upper-middle-income country by 2050, driving inclusive growth, reducing poverty, and creating high-value jobs, especially for Nigeria’s talented youth.
  • International Collaboration: The report highlights the benefit of strong UK-Nigerian co-operation, building on best practices and global benchmarks to align the LIFC with international standards.
  • Model Recommendation: The report recommends the development of an independent IFC model for Lagos, and the steps to achieve this. An IFCwill deliver, regulatory clarity, simplified tax and policy settings and offer greater investor confidence and economic benefits for the wider Nigerian economy.
  • Unique Selling Points: The LIFC should focus on areas which can deliver the greatest economic benefits matched to investor interest. Consultations have suggested three areas for its initial focus: Green and Sustainable Finance, FinTech & Innovation, and Commodities Trading & Capital Markets. These sectors are identified as key drivers for Nigeria’s future competitiveness and growth.
  • Governance and Legal Reform: The report calls for robust legal and regulatory frameworks, an independent governance framework, and strong collaboration between Lagos State, Federal Government, and private sector stakeholders to drive the implementation of the IFC.
  • Talent and Human Capital: A focus on developing domestic talent, easing visa regimes for international professionals, and building a pipeline of skilled workers will underpin the LIFC’s success.
  • Tax and Incentives: Recommendations include competitive tax regimes, tailored incentives for investment that aligns to the national vision, and streamlined business processes to attract global capital.

On the report, Babajide Sanwo-Olu, Lagos State Governor, said, “Lagos is fully committed to the birth of the International Financial Centre. We know that it is a veritable means of supporting seamless trading and to enhance competitiveness of financial markets.

As Nigeria’s largest economic and financial centre, Lagos plays a critical role in driving the nation’s capital markets. We need to create an ecosystem that will help to facilitate investment flows, enhance market liquidity, and promote financial literacy.

“The LIFC initiative will not only strengthen our market infrastructure but also unlock new opportunities for public-private partnerships in technology and capital market development. It will support seamless trading, attract foreign investment and enhance competitiveness of financial markets.”

Jonny Baxter, British Deputy High Commissioner, commented; “The launch of the Lagos International Financial Centre report reflects the deepening of UK-Nigeria partnership, combining Lagos’s comparative strengths with UK expertise.

Anchored in clear, evidence‑based analysis and launched at a pivotal moment in Nigeria’s reform journey, the LIFC has the potential to unlock major domestic and international investment, deepen capital markets, create jobs, and drive sustainable economic growth across the country, not just in Lagos State.”

Nicola Watkinson, Managing Director, International, TheCityUK, said, “Nigeria is a high-growth, dynamic and large market and the Lagos International Financial Centre could be vital to its future.

By building a modern, integrated business and regulatory environment and financial ecosystem, the LIFC will support the attraction of global and domestic capital, deepen domestic markets, facilitate innovation in FinTech and green finance, and create high‑value jobs for Nigeria’s youth.

“Supporting the development of Lagos as an international financial centre is a clear example of how the UK and Nigeria are deepening their strategic partnership.”


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