BrandArena: Telecoms Recorded Highest Ad Spend in 2011

Wednesday, 7 November 2012

Telecoms Recorded Highest Ad Spend in 2011

Telecommunications product category recorded the highest spend of N20.118 billion out of a total of N102.755 billion spent in Above-the-Line in 2011, followed by Personal Paid announcement with N8.654 while Entertainment, Leisure & Tourism was third in the product category with N5.976 billion.

Mediafacts, an annual publication of MediaReach OMD, Nigeria’s most influential media independent agency disclosed this in its 2011 edition which was released yesterday.

It said in the telecommunications product category, MTN topped the list with N6.381 billion followed by Globacom which spent N5.704 billion while Etisalat and Airtel spent N4.255 billion and N3.439 billion respectively, adding that all the four brands topped the list of the top 20 brands in terms of ad spend last year.

The publication also noted that television advertising amounted to N46.076 billion as against the N39.656 billion recorded in 2010, radio recorded N13.142 billion as against N12.807 billion spent in 2010, the print media had N15.395 billion lesser than the N16.524 spent in 2010 while outdoor expenditure was N28.142 billion, lesser than N28.562 spent in 2010.

The report also noted that, Nigeria has the potential to build a prosperous economy with its large reserves of human and natural resources, adding that Nigeria witness major changes in the economic sector in 2011 some of which were the Federal Government 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. This covers some of the countries where Media Reach OMD operates.

Mr. Tolu Ogunkoya, Managing Director and Chief Executive Officer of MediaReach OMD, 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.” OMD, the parent company of MediaReach OMD is one of the largest and most influential media communications specialists in the world.


  1. MTN always topping the telecomm. sector in Nigeria despite their frustrating network. May God save us from their bad network

  2. thanks for this report... been searching for something like this lately for my data gathering.