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

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.
News
Police Busts Syndicate Who Allegedly Stole N3Bn from Financial Institution

Police Special Fraud Unit (PSFU), Ikoyi, Lagos, said its operatives have busted a syndicate who used Point of Sale (POS) terminals and other technological tools to gain access to financial institution’s database to steal more than N3 billion.

Police did not name the financial institution where the money was stolen but DSP Ovie Ewhubare, spokesperson for the Unit, in a statement Friday, said that while a member of the syndicate has been arrested, other remained at large.
The PSFU spokesperson said the suspect was apprehended following an extensive investigation into a sophisticated cyber intrusion targeting a financial institution.
“The members of the syndicate allegedly used Point of Sale (POS) terminals and other technological tools to gain unauthorised access to the financial institution’s database.
“The breach enabled the suspects to initiate fraudulent transactions worth more than N3 billion,’’ he said.
According to him, investigations reveal that the proceeds of the alleged fraud are quickly laundered through multiple bank accounts in an attempt to conceal the source and movement of the funds.
The spokesperson said that the detectives deployed advanced digital forensic techniques and financial analysis to trace the transactions, identify members of the syndicate and recover key evidence to support prosecution.
Ewhubare said that Mr Eloho Okpoiakpo, commissioner of Police in charge of the PSFU, commended the investigating team for its professionalism in uncovering the alleged fraud.Law Enforcement
He said that Okpoiakpo directed the detectives to intensify efforts to apprehend other fleeing members of the syndicate, assuring that every effort would be made to bring all those involved to justice.
News
Study Reveals How Moniepoint is Powering Nigeria’s $11Bn Food Service Sector

A new case study by Moniepoint Inc., Africa’s all-in-one financial ecosystem platform for individuals, businesses and their customers, traces four decades of Nigeria’s food service industry and reveals how the sector’s most persistent payment problems, that include settlement delays, unreliable confirmation, unchecked theft and inaccessible credit have been resolved by real-time digital infrastructure, turning food commerce into an $11.09 billion market in 2025.

The sector has undergone a massive structural shift marked by food-delivery super-apps, as well as a new generation of cloud kitchens operating without a single dining chair, with the food service industry poised to experience unprecedented growth as the Nigerian market is projected to reach $19.31 billion by 2030, growing at 11.73% annually.
The study traces the industry’s roots from the UAC-owned Kingsway Rendezvous of 1973 and the 1986 launch of Mr Bigg’s, through the rise of Chicken Republic and other quick-service chains, to the present day, where food and drinks form the second-largest merchant sector on Moniepoint’s platform, trailing only retail.
Tosin Eniolorunda, group CEO of Moniepoint Inc., noted that “Moniepoint believes financial inclusion is not just about access. It’s about dignity, about enabling people to transact on their terms. What’s happening in the food service sector today is significant. The real competitive question today is how deeply that payment infrastructure is woven into the way the business actually runs day to day.
“Moniepoint is sitting right at the centre of that shift. We are ensuring that payments are connected to inventory, inventory to recipes, recipes to procurement, procurement to credit, and credit to growth plans. By building out tools like Moniebook and Orda that match the operational reality of these culinary entrepreneurs, who act as mini-factories converting perishable raw materials into time-sensitive output, we are providing the digital operating system that drives sustainable scale for Nigeria’s socio-economic development.”
The report finds that for most of that history, Nigerian food businesses ran almost entirely on cash, with multi-location operators managing cash across a dozen or more outlets, facing constant exposure to loss, theft and human error. The rise of bank transfers in the 2010s introduced a new pain point around confirming that the payment had actually landed before releasing an order. At peak hours, the study notes, this manual verification could add two to five minutes to every transaction, with digital infrastructure most likely to falter precisely when demand and stakes were highest, especially during Christmas, New Year’s and Eid celebrations.
The study also documents how disconnected payment and inventory systems enabled operational leakage that was structurally difficult to detect, from unaccounted stock in the kitchen to under-ringing at the till and how Nigeria’s collateral-based lending system routinely locked thriving food businesses out of credit.
The International Finance Corporation estimates that the country’s unmet MSME credit demand was $32.2 billion in 2022, a gap that falls disproportionately on women, who, the report shows, own 86.8% of businesses in the accommodation and food services sector, the most female-dominated sector in the Nigerian economy.
To address these bottlenecks, Moniepoint introduced three structural interventions that reshaped the industry’s economics. Moving away from the traditional $T+1$ bank settlement cycle, it provided instant, same-day access to funds, allowing operators to finance the next morning’s inventory directly from the previous day’s sales.
This was paired with automated transfer confirmation at the terminal to eliminate manual verification queues and an embedded lending model that used verified transaction history instead of property collateral to unlock bulk purchasing power ahead of seasonal surges. Driven by these updates and the tightening of the cashless policy, Moniepoint witnessed a 2,823% surge in QSR terminal usage.
Beyond payments, a unified business banking dashboard replaced month-end spreadsheets with real-time, role-based visibility to curb financial misconduct across multiple branches. With Moniepoint’s launch of Moniebook and the acquisition of Orda, analysts say that the business is transitioning from a payment provider to a complete operating system, in line with its ecosystem ambition.
This integration allows culinary businesses to track ingredient depletion against precise recipes to expose hidden theft or portioning errors, while simultaneously consolidating fragmented orders from delivery apps, social media, and walk-ins into a single inventory ledger.
Some other insights from the study:
- Transaction volume across the industry peaks at lunch, between 1 pm and 2 pm, with a second evening peak at 7 pm reaching 10 to 15 times its level at 7 am – except online food delivery, which peaks and remains strong past 10 pm.
- Card payment activity records its biggest month-on-month jump of the year between November and December, while April is the industry’s quietest month for payment activity, running 46.3% below December’s.
This food service case study joins Moniepoint’s expanding pool of definitive thought leadership materials curated for the benefit of stakeholders, including regulators, investors, and the general public, aimed at enhancing their understanding of how digital payment ecosystems are transforming Nigeria’s commercial landscape across diverse sectors and market structures.
News
Flutterwave Secures Circle Ventures Investment to Deepen USDC Payment

Flutterwave has secured a strategic investment from Circle Ventures, the venture capital arm of Circle Internet Group, to accelerate the expansion of its USDC payments and settlement infrastructure across Africa.

This comes as demand for faster and more efficient cross-border transactions grows.
The investment strengthens Flutterwave’s ambition to integrate USDC settlement into its existing payment ecosystem, allowing businesses to receive payments in local currencies while settling in the dollar-backed stablecoin.
The company said the move would reduce settlement delays and transaction costs while enabling near-instant settlements beyond traditional banking hours.
The announcement comes after Flutterwave participated in the launch of the Circle Payments Network in 2025, marking a deeper collaboration between the two companies in advancing digital payment infrastructure across the continent.
Flutterwave said the investment aligns with its strategy of positioning stablecoins as a key component of Africa’s financial infrastructure, while ensuring blockchain-based payment services operate within existing regulatory and compliance frameworks.
Commenting on the development, Flutterwave Founder and Chief Executive Officer, Olugbenga Agboola, said the investment would help build the infrastructure required for the next phase of global money movement from Africa.
According to him, stablecoins have evolved beyond experimentation into core financial infrastructure capable of transforming how businesses move money across borders.
“This support from Circle Ventures is about backing the rails that will power the next era of global money movement from Africa. Stablecoins like USDC are no longer an experiment; they are becoming core financial infrastructure.
“By embedding USDC settlement into our current payments infrastructure, we are building a system that lets businesses move money at the speed of the internet. This fundamentally changes how payments from Africa connect to the world, and it positions Flutterwave as the default stablecoin gateway for the continent,” Agboola said.
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