INTRODUCTION ACKNOWLEDGEMENTS DISCLAIMER

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INTRODUCTION mediareach OMD, through its research and innovations unit, undertakes data

ACKNOWLEDGEMENTS We acknowledge various clients and leading advertisers for supporting

We also acknowledge the support of and use of data provided by Media Monitoring Services

, The Federal Office of Statistics, The World Bank, The Central Bank of Nigeria and the

DISCLAIMER Whilst every effort has been made in the preparation of this book to ensure

1 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 various clients and leading advertisers for supporting this worthy endeavour. We also acknowledge the support of and use of data provided by Media Monitoring Services Limited, Media Planning Services Limited., 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 the precision of statistics and other information contained therein, the publisher and copyright owners cannot accept liability in respect of errors or omissions. Readers will appreciate that data is only as up-to-date as the available data and the printing schedule will allow, and is subject to change during the natural course of events.

2 mediareach OMD is a specialist media planning, buying, control and inventory management services in Nigeria. The company holds professionalism, client responsiveness, 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. Starting on a clean slate in April mediareach has grown up to be a reputable firm within the industry. mediareach is part of the global OMDnetwork. THE POWER OF IDEAS OMD believes in powerful ideas, driven by insight, to deliver compelling business results. We understand that creativity is the sustainable source of differentiation and competitive advantage for 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 manyof 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, please contact us at: 7, Shonny Highway, Sam Shonibare Estate, Maryland, Lagos, Nigeria. Tel: , , Fax: ABN Building, 24 Dzatsui Street, Osu Akoadjei, Accra, Ghana. Tel: Fax: Website:: mediareachomd@mediareachomd.com Cover Design & Layout: Map Acknowledgements: 2

Table of Contents Chapter 1 Nigeria Information about Nigeria Key Facts Economic Indicators Population and Demographics The Media Overview Television Trend Radio Trend Print Trend Out-of-Home (OOH)

4 Table of Contents Chapter 1 Nigeria Information about Nigeria Key Facts Economic Indicators Population and Demographics The Media Overview Television Trend Radio Trend Print Trend Out-of-Home (OOH) Other Media Chapter 2 Information about Benin Key Facts The Media Overview Benin Chapter 3 Information about Burkina Faso Key Facts The Media Overview Burkina Faso

Chapter 4 Information about Cameroun Key Facts The Media Overview Cameroun 49 50 51 Chapter 5 Information about Cote d Ivoire Key Facts

Congo Key Facts The Media Overview 55 56 57 Chapter 7 Information about Gabon Key Facts The Media Overview Chapter 8 Information about

5 Chapter 4 Information about Cameroun Key Facts The Media Overview Cameroun Chapter 5 Information about Cote d Ivoire Key Facts The Media Overview Chapter 6 Cote d Ivoire Democratic Republic of Congo (DCR) Information about the Democratic Republic of Congo Key Facts The Media Overview Chapter 7 Information about Gabon Key Facts The Media Overview Chapter 8 Information about Ghana Key Facts The Media Overview Gabon Ghana Chapter 9 Information about Mali Key Facts The Media Overview Mali

6 Chapter 10 Information about Niger Key Facts The Media Overview Chapter 11 Information about Senegal Key Facts The Media Overview Chapter 12 Information about Togo Key Facts The Media Overview Chapter 13 Niger Senegal Togo Appendix Other Useful Information About Each West and Central African Country 78 6

8 Chapter 1 Information about NIGERIA Background With a population of 140 million people, Nigeria is the largest country in Africa and accounts for 47 percent of West Africa's population. Nigeria's population is made up of about 200 ethnic groups, 500 indigenous languages, and two major religions - Islam and Christianity. The largest ethnic groups are the Hausa-Fulani in the North, the Igbo in the South-East, and the Yoruba in the South-West. Nigeria is also the second largest economy and accounts for 41 percent of the region's GDP. Politics In April 2007, Nigeria successfully conducted its third consecutive national elections, further consolidating the transition from military to democratic rule that began in

9 On May 29, 2007 Umaru Musa Yar'Adua was sworn in as the third democratically elected President of the Federal Republic of Nigeria. This marked the first handover of power from one civilian government to another in Nigeria's history. President Yar'Adua's 7-Point Agenda builds on continuing the economic reforms begun by the last Obasanjo administration and articulates his administration's policy priorities as: (i) (ii) (iii) (iv) (v) (vi) (vii) ensuring sustainable growth in the real sector of the economy; building physical infrastructure power, energy and transportation; supporting agriculture; enhancing human capital development education and health; strengthening security, law and order; combating corruption; and developing the Niger Delta. Economy Nigeria's economy depends heavily on the oil and gas sector, which contributes 99 percent of export revenues, 85 percent of government revenues, and about 52 percent of Gross Domestic Product (GDP). With its large reserves of human and natural resources, Nigeria has the potential to build a prosperous economy, reduce poverty significantly, and provide the health, education, and infrastructure services its population needs. Nigeria's macro-economic performance over the last two years has been commendable. The economic reform efforts are showing positive results including: Non-oil growth accounted for 8.9% in 2006 and is estimated to reach 9.5 percent in Inflation is 5.9 percent as against 10 percent in International reserves reached about US$48 billion by October and is expected to reach US$50 billion by end of A Fiscal Responsibility Bill has been passed into law. A bank consolidation program was implemented strengthening the financial sector and enhancing its ability to provide credit to the private sector. It has 9

10 one of the most active stock markets in the world. In February 2007, Nigeria's credit rating (BB-) from Fitch and Standard and Poor's was re-confirmed. Nigeria liberalized its import protection regime and adopted the Common External Tariff which lowered the average tariff from about 29 percent to 12 percent. The government made substantial progress with privatization (including concessions) of several major companies in steel, petrochemicals, mining and ports. Nigeria successfully negotiated with both the Paris and London Clubs and the country now has no major foreign debt. The US$750 million fiscal space created by the debt deal with th e Paris Club creditors has been allocated for the achievement of MDGs and poverty reduction. The Budget classification has been amended to help monitor and track MDG expenditures. 10 3

11 Key Facts Geography Climate: Area: Varies; equatorial in the south, tropical at the center, arid in the north Total: 923,768 sq km Land: 910,768 sq km Water: 13,000 sq km Natural resources: Natural gas, petroleum, tin, iron ore, coal, limestone, niobium, lead, zinc, arable land Land use: Arable land: 33.02% Permanent crops: 3.14% Other: 63.84% (2005) Economy GDP (purchasing power parity): $294.8 billion GDP - per capita (PPP): $2,200 GDP - composition by sector: Agriculture: 17.6% Industry: 53.1% Services: 29.3% Exports: $61.81 billion f.o.b. Exports - commodities: Petroleum and petroleum products 95%, cocoa, rubber Exports - partners: US 48.9%, Spain 8%, Brazil 7.3%, France 4.2% (2006) Imports: Imports - commodities: Imports - partners: $30.35 billion f.o.b. Machinery, chemicals, transport equipment, manufactured goods, food and live animals China 10.7%, US 8.3%, Netherlands 6.2%, UK 5.8%, France 5.6%, Brazil 5.1%, Germany 4.6% (2006) Currency (code): Naira (NGN) Communication Telephones - main lines in use: million (2006) Telephones - mobile cellular: million (2006) 11

12 Monthly Inflation Trends ( in percentages) Month January February March April May June July August September October November December Source: Central Bank of Nigeria Table summary: The inflation rate has been maintained at a single digit for over 12 months and is at 5.8% for the month of March

13 Combined Urban and Rural State Consumer Price Index (Base Period: May 2003 = 100) Dec-06 Nov-07 Dec-07 Food All Food All Food All State Items Items Items Abia Abuja Adamawa Akwa Ibom Anambra Bauchi Bayelsa Benue Borno Cross River Delta Ebonyi Edo Ekiti Enugu Gombe Imo Jigawa Kaduna Kano Katsina Kebbi Kogi Kwara Lagos Nasarawa Niger Ogun Ondo Osun Oyo Plateau Rivers Sokoto Taraba Yobe Zamfara 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: Federal Office of Statistics 613

14 Population and Demographics Capitals Area % Population % Male Female Sq. Km States/Totals 934, % 140,003, % Abia Umuahia 7, ,833, % 49% Adamawa Yola 36, ,168, % 49% Akwa Ibom Uyo 4, ,920, % 48% Anambra Awka 4, ,182, % 48% Bauchi Bauchi 34, ,676, % 48% Bayelsa Yenagoa 11, ,703, % 47% Benue Makurdi 70, ,219, % 49% Borno Maiduguri 34, ,151, % 48% Cross River Calabar 20, ,888, % 48% Delta Asaba 17, ,098, % 49% Eboyin Abakaliki 17, ,173, % 52% Edo Benin City 17, ,218, % 49% Ekiti Ado-Ekiti 9, ,384, % 49% Enugu Enugu 7, ,257, % 50% Gombe Gombe 30, ,353, % 48% Imo Owerri 5, ,934, % 48% Jigawa Dutse 23, ,348, % 49% Kaduna Kaduna 46, ,066, % 49% Kano Kano 20, ,383, % 48% Katsina Katsina 36, ,792, % 49% Kebbi Birnin Kebbi 24, ,238, % 50% Kogi Lokoja 29, ,278, % 48% Kwara Ilorin 36, ,371, % 49% Lagos Ikeja 3, ,013, % 48% Nasarawa Lafia 20, ,863, % 49% Niger Minna 76, ,950, % 49% Ogun Abeokuta 9, ,728, % 50% Ondo Akure 16, ,441, % 49% Osun Oshogbo 11, ,423, % 49% Oyo Ibadan 28, ,591, % 50% Plateau Jos 38, ,178, % 50% Rivers Port-Harcourt 9, ,185, % 48% Sokoto Sokoto 45, ,696, % 49% Taraba Jalingo 54, ,300, % 48% Yobe Damaturu 45, ,321, % 48% Zamfara Gusau 20, ,259, % 50% FCT Abuja Abuja 7, ,405, % 47% This table readsy: Abia State accounts for 0.8% of Nigeria's land mass and 2% of its population; 51% of the State's population is male while 49% is female. Source: Federal Office of Statistics 14

15 Population Profile Demographics Total % Total 76,618, Gender Male 37,963, Female 38,654, Age Group Under 15 Years 7,906, Years 7,889, Years 9,190, Years 15,053, Years 11,428, Years 13,950, Years 11,199, Education Level (Full) No Schooling 3,370, Primary School 18,021, High School Completed 36,264, 'A' Levels Completed 4,434, Diploma/Technical/Sub-Degree 6,559, University Degree 5,639, Professional 668, Post Graduate 378, Arabic School 987, Other 293, Household Income Less than N5, , Over 5,000 but less than 20,000 9,149, Over 20,000 but less than 40,000 13,897, Over 40,000 but less than 60,000 8,216, Over 60,000 but less than 80,000 2,225, Over 100,000 but less than 140,000 1,237, Over 140,000 but less than 200, , , , Refused 35,175, LSM Group LSM 1 (E) 2,964, LSM 2 (E) 4,341, LSM 3 (D) 3,632, LSM 4 (D) 9,004, LSM 5 (D) 13,769, LSM 6 (C2) 9,779, LSM 7 (C2) 9,634, LSM 8 (C2) 13,736, LSM 9 (C1) 3,820, LSM 10 (C1) 1,754, LSM 11 (B) 3,891, LSM 12 (A) 286, Table summary: According to AMPS 2008 (rolling 12 months' survey), the adult population is 76,618,125; of which 49.5% are male and 50.5% are female. 15

MEDIA OVERVIEW Television Over 140 TV stations - 1 Federal network service - Nigerian Television Authority (NTA) with about 97 stations - 2 privately owned network services - Africa Independent

16 MEDIA OVERVIEW Television Over 140 TV stations - 1 Federal network service - Nigerian Television Authority (NTA) with about 97 stations - 2 privately owned network services - Africa Independent Television (AIT) with 8 stations - Minaj Broadcast International (MBI) with 5 stations - 29 state-owned stations - 15 private stations - 2 direct-to-home platforms - DStv with 40 channels - Hitv with over 20 channels Audience Measurement - Diaries (TV Audience Measurement Survey - TAMS) Radio Over 90 Radio stations - 1 Federal network - Federal Radio Corporation of Nigeria (FRCN) with 32 individual stations and more expected - Over 60 State-owned stations (on AM & FM bands) - Over 20 Privately owned stations - 1 Community/University station - Unilag FM (Lagos) Audience Measurement - Diaries (Radio Audience Measurement Survey - RAMS) 16

17 Press Over 98 titles - Dailies - Midweek/Weekend - Sports/Business Audience Measurement - All Media and Products Survey (NigAMPS) Magazine Over 45 titles - Weeklies & Monthlies - News magazines/entertainment - Business/Sport - Foreign/International titles Audience Measurement - All Media and Products Survey (NigAMPS) Outdoor Over 124 outdoor firms managing almost 21,000 boards pan-nigeria (this is being reduced drastically due to the activities of the Lagos State Signage and Advertising Agency) - 40 Sheets - 48 Sheets - 96 Sheets - 4 x 8m Backlit - Illuminated Advertising Towers (IATs) - Wall Drapes - Wall Branding Audience Measurement - All Media and Products Survey (NigAMPS) Source: Various - National Broadcasting Commission's Handbook, mediareach OMD database 17

18 MEDIA PENETRATION Penetration of Media Vehicles Total Lagos S/ South S/ East S/ West N/ East N/ Central N/ West Total 76,618,125 7,491,297 12,270,221 9,315,612 11,371,356 9,128,792 9,821,145 17,219,703 Media Penetration (%) TV Radio Newspaper Magazine Outdoor/ Posters Internet Table summary: According to AMPS 2008, TV achieved 95.1% penetration among the adult population sampled, radio recorded 95.7%, newspapers 47.0%, magazines 53.5%, out-of-home 75.6% and the Internet 15.1%. 18

19 Above-The-Line (ATL) Advertising Expenditure (Billion) Category 2004 Share (%) 2005 Share (%) 2006 Share (%) 2007 Share (%) TV Radio Outdoor Press Total Table summary: TV accounted for 33.5%(N5.244bn) of the total expenditure of N15.662bn spent in 2004 and has since increased to 51.4% of the N39.997bn spent in (Figures have been rounded-off). N'Billions Total TV Radio Outdoor Press Growth in Above-The-Line Advertising Expenditure 2005 Vs Vs Vs Total 48.3% 39.6% 23.4% TV 22.9% 132.5% 37.0% Radio 44.6% 19.7% 32.7% Outdoor 41.6% 13.0% -3.3% Press 118.0% -20.7% 9.8% Table summary: The total advertising spend in 2005 increased by 48.3% over ad spend increased by 39.6% over 2005 and there was a further increase of 23.4% in Source: Media Monitoring Services Limited (MMSL) 19

20 Above-The-Line Advertising Expenditure by Region Zones Value (Billions) % Lagos North East West Total East, 18.8% North, 16.9% West, 8.8% Lagos, 55.4% Table summary: The Lagos region accounts for 55.4% of the total Above-The-Line (ATL) Advertising expenditure of N39.997bn in (Figures have been rounded-off). Source: Media Monitoring Services Limited (MMSL) Above-The-Line Advertising Expenditure by Quarter QTRS Value ('Billions) % 1st Qtr nd Qtr rd Qtr th Qtr Total th Qtr, 27.8% 3rd Qtr, 25.9% 1st Qtr, 22.4% 2nd Qtr, 23.9% Summary: 22.4% (8.942bn) of the total ATL media spend was spent in the 1st quarter of 2008 and 23.9% (11.132bn) in the 2nd quarter. (Figures have been rounded-off). Source: Media Monitoring Services Limited (MMSL) 20

21 Above-The-Line Advertising Expenditure - Top 20 Product Categories of 2007 Category Value (Billions) Broadcast Communication and Telecommunication Banking and Financial Gaming, Entertainment, Leisure and Tourism Lager (Beer) Personal Paid Public Service Corporate Noodles Religion Milk And Dairy Malt Motor Vehicles Soft Drinks Telecom Accessories Electrical And Electronics Seasonings, Herbs And Spices Skin Cleansing Nutritional Drinks Dental Care Table summary: The Communication and Telecommunication category spent a total of N4.295bn (rounded off) on ATL Advertising making it the highest of the product categories in Source: Media Monitoring Services Limited (MMSL) 21

22 Above-The Line Advertising Expenditure - Top 20 Brands of 2007 Brand Value (Billions) MTN Celtel Globacom Indomie Noodles Film/Drama Guinness Stout Star Nokia Phones Platinum Habib Bank Plc United Bank For Africa Skye Bank Access Bank Nig. Plc Peak Evaporated Milk Gulder Starcomms Central Bank Of Nigeria Diamond Bank Intercontinental Bank Plc Malta Guinness First City Monument Bank Table summary: MTN was the topmost brand in ATL Advertising Expenditure having spent a total of N1.639bn in (Figures have been rounded off). Source: Media Monitoring Services Limited (MMSL) 22

23 Television Trend TV Advertising Expenditure Value (? 'Billions) TV AdEx 3,607 2,580 2,563 5,243 5,952 14,990 20,540 TV Advertising Expenditure - by Quarter QTRS Value (Billions) % 1st Qtr nd Qtr rd Qtr th Qtr Total th Qtr, 30% 3rd Qtr, 26% 1st Qtr, 20% 2nd Qtr, 24% Summary: 20% (4.205bn) of the total ATL media spend on TV was spent in the 1st quarter and 24% (4.848bn) in the 2nd quarter of 2007 (rounded off). TV Advertising Expenditure - by Region Zones Value (Billions) % West, 7% Lagos % North % East % West % Total East, 18% North, 20% Lagos, 55% Summary: The Lagos region accounts for 55% (N11.232bn) of the total ATL media expenditure on TV in 2007 (Rounded-off). Source: Media Monitoring Services Limited (MMSL) 23

24 TV Advertising Expenditure - Top 20 Product Categories of 2007 Category Value (Billions) Broadcast Gaming, Entertainment, Leisure &Tourism Communication and Telecommunication Banking and Financial Lager (Beer) Religion Personal Paid Noodles Public Service Corporate Milk and Dairy Soft Drinks Malt Telecom Accessories Skin Cleansing NSD Powder Nutritional Drinks Dental Care Hotel and Catering Education, Imparting Knowledge and Skill Table summary: Gaming, Entertainment, Leisure & Tourism product category spent N1.997bn on TV in (Rounded-off). Source: Media Monitoring Services Limited (MMSL) 24

25 TV Advertising Spend - Top 20 Brands of 2007 Brand Value (Billions) MTN Film/Drama Indomie Noodles Guinness Stout Star Sports Celtel Nokia Phones United Bank For Africa Globacom Peak Evaporated Milk Gulder Platinum Habib Bank Plc Skye Bank Malta Guinness Coca-Cola Central Bank Of Nigeria Lucozade Boost Diamond Bank Dettol Disinfectant Table summary: MTN spent N0.651bn on TV Advertising making it the topmost brand on TV in (Rounded off). Source: Media Monitoring Services Limited (MMSL) 25

26 TV Viewership Data Top 10 TV Stations Watched Yesterday by Region Lagos South South Total 7,491,297 Total 12,270,221 AIT Lagos 27.35% AKBC Uyo 15.76% Silverbird Television (STV) 12.00% NTA Uyo 14.87% LTV % RSTV Port Harcourt 9.80% Galaxy TV, Lagos 9.70% Delta TV Warri 9.18% Channels TV, Lagos 8.20% ITV Benin 8.98% Gotel % NTA Port Harcourt 8.91% MiTV Lagos 7.80% AIT Port Harcourt 8.55% MBI Lagos 6.10% NTA Benin 7.18% Super Screen 6.00% NTA Asaba 7.15% NTA 2 CH % DBS/TV Asaba 7.01% South East South West Total 9,315,612 Total 11,371,356 NTA Enugu 12.54% NTA Akure 9.58% NTA Owerri 10.81% OSRC Akure 8.98% ABS Awka 9.86% GTV CH 25, Abeokuta 7.97% IBC TV, Owerri 9.00% NTA Osogbo 6.99% NTA Awka 8.73% Ekiti TV 6.96% NTA Aba 7.14% OSBC Oshogbo 6.49% Delta TV, Warri 5.09% BCOS CH 28, Ibadan 6.27% NTA Asaba 4.96% NTA Ado-Ekiti 5.52% STAR/ETV Enugu 4.80% AIT Lagos 5.31% NTA Abakaliki 4.00% NTA CH 4, 5 & 7, Ibadan 5.05% North East North Central Total 9,128,792 Total 9,821,145 NTA Maiduguri 17.22% NTA Minna 12.56% BRTV Maiduguri 15.07% NTA Lokoja 10.78% ATV Yola 8.55% NTA Makurdi 10.28% TTV Jalingo 8.21% NTA Ilorin 6.41% NTA Bauchi 8.13% NTA Lafia 4.71% BATV Bauchi 7.41% PRTV Jos 4.68% NTA Gombe 7.06% NTA Jos 4.40% YBC Damaturu 6.57% KTV Ilorin 4.35% NTA Yola 6.56% Nasarawa TV 3.78% NTA Damaturu 6.40% AIT Jos 3.12% North West Total 17,219,703 Katsina State TV 8.03% NTA Sokoto 7.71% NTA Kano 7.58% NTA Gusau 7.53% AIT Kano 5.76% Sokoto State Television 5.34% KTV Kebbi 4.66% NTA Dutse 4.47% CTV 67 Kano 3.93% NTA Kebbi 3.73% This table reads: According to AMPS 2008, of a total of 7,491,297 adults in Lagos, 27.3% claim to have watched AIT Lagos the previous day. Source: AMPS

28 Radio Trend Radio Advertising Expenditure Value (? 'Billions) Radio AdEx Radio Advertising Expenditure - by Quarter QTRS Value (Billions) % 1st Qtr, 19% 4th Qtr, 29% 1st Qtr nd Qtr rd Qtr th Qtr Total rd Qtr, 26% 2nd Qtr, 25% Summary: 19% (N1.462bn) of the total ATL media spend on radio was spent in the 1st quarter and 25% (N1.881bn) in the 2nd quarter of (Rounded-off). Radio Advertising Expenditure - by Region Zones Value (Billions) % West, 15% Lagos, 27% Lagos North East West Total East, 31% North, 27% Summary: The Lagos region accounts for 27% (N1.997bn) of the total ATL media spend on radio in 2007 (Rounded-off). Source: Media Monitoring Services Limited (MMSL) 28

29 Radio Advertising Expenditure - Top 20 Product Categories of 2007 Categories Value (Billions) Broadcast Communication and Telecommunication Banking and Financial Gaming, Entertainment, Leisure & Tourism Noodles Lager (Beer) Public Service Milk and Dairy Personal Paid Corporate Malt Soft Drinks Religion Telecom Accessories Transport and Travel Seasonings, Herbs and Spices Dental Care NSD Powder Beverages Skin Cleansing Table summary: Communication and Telecommunication is the topmost product category on Radio by Advertising Expenditure having spent N1.045bn in 2007 (Rounded-off). Source: Media Monitoring Services Limited (MMSL) 29

30 Radio Advertising Expenditure - Top 20 Brands of 2007 Brand Value (Billions) Celtel MTN Indomie Noodles Globacom Platinum Habib Bank Plc Peak Evaporated Milk Skye Bank Nokia Phones United Bank For Africa Starcomms O! Noodles Star Access Bank Nig. Plc Mimee Noodles Gulder First City Monument Bank Dangote Flour Intercontinental Bank Plc First Inland Bank Plc Thermocool Range Table summary: Celtel spent N0.416bn on radio advertising, making it the topmost brand on radio in (Rounded-off) Source: Media Monitoring Services Limited (MMSL) 30

31 Radio Listenership Data Top 10 Radio Stations Listened To Yesterday by Region Lagos South South Total (Responses) 7,491,297 Total 12,270,221 Cool 96.9 FM Lagos 27.5% AKBC 90.5 FM 13.6% Radio Lagos FM(Tiwantiwa) 23.8% Independent/ITV FM, Benin 7.4% Eko FM Lagos 18.1% Cosmos Radio FM, Enugu 7.2% Raypower FM, Lagos 14.4% Rhythm 93.7 FM, Port Harcourt 7.0% Rhythm 93.7 FM, Lagos 13.7% EBS 92.3 FM, Benin 6.7% Star FM Lagos 11.8% Ray Power 2, FM 4.3% Radio Nigeria FM, Lagos 10.3% DBS 88.6 FM, Warri 4.3% Metro 97.6 FM, Lagos 8.6% BBC World Service 3.8% Bond 92.9 FM 8.5% Treasure 98.5 FM, Port Harcourt 3.4% Brilla 88.9 FM, Lagos 7.8% DBS, Asaba 2.7% South East South West Total 9,315,612 Total 11,371,356 Orient 94.4 FM, Owerri 9.5% OSBC 89.5 FM, Osogbo 9.6% Cosmos Radio FM, Enugu 9.1% Positive FM, Akure 7.7% Radio Nig (Heartland FM), Owerri 8.9% Gateway FM, Abeokuta 7.3% BCA AM, Umuahia 8.5% Paramount 94.5 FM, Abeokuta 7.1% Rad Nig Enugu (CoalCity) 6.0% FM Station Ekiti 6.9% Radio Nigeria, Enugu 6.0% Sunshine 96.5 FM, Akure 6.4% Rad. Nig FM Gateway, Awka 4.6% OSRC AM, Akure 6.3% ABS AM, Onitsha 4.6% Radio Nigeria Progress FM 6.1% ABS FM, Awka 4.4% Splash FM,Ibadan 6.0% BCA FM, Umuahia (Abia FM) 3.8% Premier 93.5 FM, Ibadan 4.7% North East North Central Total 9,128,792 Total 9,821,145 Radio 95.3 FM, Maiduguri 14.05% Benue Radio FM, Makurdi 9.67% BBC Hausa Service 13.63% Peace 90.5 FM, Jos 7.49% TSBC Jalingo 8.84% FM 94, Lokoja 6.85% Radio Nigeria Peace, FM 8.53% Radio 99 FM Kwara, Ilorin 5.85% YBC Damanturu 7.75% Precious FM, Lafia 4.82% ABC1 AM, Yola 7.44% Okin FM, Offa 4.80% Rad. Nig FM Fombina, Yola 6.91% Nasarawa Radio 97.1 FM 3.98% BRC AM, Bauchi 5.92% BBC World Service 3.89% Rad. Nig. Pearl 98.5 FM, Bauchi 5.74% Joy 96.5 FM, Otukpo 2.94% GSBC, Gombe 5.21% Ray Power FM, Jos 2.73% North West Total 17,219,703 Freedom Radio 99.5 FM, Kano 13.86% BBC Hausa Service 11.89% Radio Zamfara 6.57% Pyramid FM, Kano 6.25% Supreme FM 96.1 Radio Nig., Kaduna 6.00% Radio Kano FM 5.39% BBC World Service 5.29% Deutche Welle 4.58% RIMA 97.1 FM Radio, Sokoto 4.55% Ray Power FM, Kano 4.51% The table reads: According to AMPS 2008, out of 7,491,297 adults in Lagos, 27.5% claim to have listened to Cool FM making it the #1 station in Lagos. Radio Lagos, with an estimated listening audience of 23.8% is the #2 station. Source: AMPS

32 Print Trend Print Advertising Expenditure Trend Value (? 'Billions) Print AdEx

33 Print Advertising Expenditure - Top 20 Product Categories of 2007 Category Value (Billions) Banking and Financial Communication and Telecommunication Motor Vehicles Personal Paid Public Service Corporate Telecom Accessories Electrical and Electronics Lager (Beer) Transport and Travel Noodles Broadcast Insurance Education, Imparting Knowledge and Skill Soft Drinks Mattresses and Foams Malt Nutritional Drinks Tyres Religion Table Summary: The Banking and Financials category topped radio advertising expenditure in 2007 having spent N1.62bn, followed by the Communication and Telecommunication category with N0.853bn. (Figures have been rounded off). 33

34 Print Advertising Expenditure - Top 20 Brands of 2007 Brand Value (Billions) Globacom MTN Celtel Access Bank Nig. Plc Platinum Habib Bank Plc Skye Bank Guaranty Trust Bank United Bank For Africa First Bank Central Bank Of Nigeria Zenith International Bank Diamond Bank First City Monument Bank Starcomms Nokia Phones Intercontinental Bank Plc Afribank Oceanic Bank IBTC Chartered Bank Dangote Flour Summary: Globacom spent N0.308bn on print advertising, making it the topmost brand in print in 2007 followed by MTN with N0.25bn spent. (Figures have been rounded-off) Source: Media Monitoring Services Limited (MMSL) 34

35 Press Readership Trend Top 10 Newspapers Read Yesterday by Region Lagos South South Total 7,491,297 Total 12,270,221 Punch 2.90% Punch 3.55% Complete Sports 2.20% Complete Sports 2.45% Guardian 1.50% Guardian 2.25% Soccer Star 1.40% Daily Trust 1.33% The Sun 1.30% Tribune 1.32% Daily Trust 1.00% The Sun 1.28% Alaroye 0.90% Vanguard 1.20% Tribune 0.80% Alaroye 0.86% Vanguard 0.80% The Nation 0.84% This Day 0.70% Champion 0.78% South East South West Total 9,315,612 Total 11,371,356 Daily Trust 2.27% Complete Sports 2.70% Punch 1.99% Punch 2.39% Soccer Star 1.98% Guardian 1.90% The Sun 1.55% Vanguard 1.31% Complete Sports 1.52% Daily Trust 1.07% Vanguard 1.27% The Sun 1.04% Daily Independent 0.94% This Day 0.89% Guardian 0.87% Soccer Star 0.88% This Day 0.55% Business Day 0.86% Tribune 0.52% Daily Independent 0.85% North East North Central Total 9,128,792 Total 9,821,145 The Sun 5.08% Punch 3.61% Complete Sports 3.64% The Sun 2.78% Punch 3.37% Complete Sports 2.42% Soccer Star 2.32% Soccer Star 1.54% Vanguard 1.97% Daily Trust 1.51% Pioneer 1.95% Guardian 1.39% Guardian 1.94% Vanguard 1.35% Daily Independent 1.64% Daily Independent 1.20% Daily Trust 1.43% This Day 1.13% Champion 1.28% Tribune 0.99% North West Total 17,219,703 Vanguard 1.88% Punch 1.85% Complete Sports 1.76% The Sun 1.71% Guardian 1.58% Champion 0.89% Daily Trust 0.88% Tribune 0.83% Soccer Star 0.81% Daily Independent 0.76% This Table reads: According to AMPS 2008, of a total of 7,491,297 adults in Lagos, 2.9% claim to have read Punch Newspaper the previous day making it the most read daily newspaper in Lagos, followed by Complete Sports with an estimated readership level of 2.2%. Source: AMPS

36 Top 10 Weekly Magazine Read Past 7 Days by Region Lagos South South Total 7,491,297 Total 12,270,221 City People 0.70% Tell 1.71% Tell 0.60% Hints 1.51% Alaroye 0.60% City People 0.54% Hints 0.60% Newswatch 0.47% Encomium 0.40% True Love 0.46% Genevieve 0.40% Newsweek 0.41% Newswatch 0.20% Ovation (West Africa) 0.39% Ovation (International) 0.20% Genevieve 0.39% Campus Ovation 0.20% Campus Ovation 0.36% Economist 0.10% Fashion & Style 0.35% South East South West Total 9,315,612 Total 11,371,356 Tell 1.33% Tell 1.26% Hints 0.94% Hints 0.75% Newswatch 0.45% City People 0.48% Newsweek 0.34% Fashion & Style 0.48% Fashion & Style 0.29% Genevieve 0.47% City People 0.27% Newsweek 0.37% Ovation (International) 0.22% Newswatch 0.35% Celebrity 0.19% Ovation (International) 0.32% Genevieve 0.19% The News 0.27% True Love 0.18% Alaroye 0.26% North East North Central Total 9,128,792 Total 9,821,145 Tell 1.91% Tell 1.62% Newswatch 1.66% Hints 0.99% Hints 1.45% Newswatch 0.91% Ovation (International) 1.32% National Standard 0.57% True Love 0.94% Genevieve 0.57% Ovation (West Africa) 0.88% Ovation (International) 0.55% Newsweek 0.55% Newsweek 0.46% Campus Ovation 0.51% True Love 0.35% Fashion & Style 0.50% Ovation (West Africa) 0.34% Genevieve 0.44% The News 0.33% North West Total 17,219,703 Hints 1.12% Tell 0.95% Newswatch 0.48% Ovation (International) 0.37% Fashion & Style 0.34% City People 0.34% True Love 0.29% Ovation (West Africa) 0.28% Reality 0.26% Hints 1.12% This table reads: According to AMPS 2008, of a total of 7,491,297 adults in Lagos, 0.7% claim to have read City People magazine in the last 7 days making it the most read weekly magazine in Lagos, followed by Tell with an estimated readership level of 0.6%. Source: AMPS

37 Out-of-Home Trend OOH Advertising Expenditure Trend Value (? 'Billions) Outdoor AdEx OOH Advertising Expenditure - by Region Summary: The Lagos region accounts for 58% (N4.146bn) of the total ATL media spend on OOH media in (Figures have been rounded off). Source: Media Monitoring Services Limited (MMSL) 37

38 OOH Advertising Expenditure - Top 20 Product Categories Category Value (Billions) Communication and Telecommunication Lager (Beer) Banking and Financial Malt Milk And Dairy Corporate Seasonings, Herbs and Spices Personal Paid Soft Drinks Electrical and Electronics Beverages Skin Cleansing Nutritional Drinks Telecom Accessories Noodles Dental Care Public Service Religion Motor Vehicles NSD Powder Summary: Communication and Telecommunication is the topmost product category on OOH media by expenditure with a disbursement of N1.273bn in The lager category was a distant second with N0.583bn. (Figures have been rounded-off). Source: Media Monitoring Services Limited (MMSL) 38

39 OOH Advertising Expenditure - Top 20 Brands in OOH Brand Value (Billions) Celtel MTN Globacom Guinness Stout Maltina Maggi Cube Starcomms Malta Guinness Indomie Noodles Star Satzenbrau Milo Gulder Coca-Cola Harp Peak Evaporated Milk Nokia Phones Heineken Beer Generating Sets/Other Electrical Products Intercontinental Bank Plc Summary: Celtel spent N0.477bn on OOH advertising, making it the topmost brand on that medium in (Figure has been rounded-off) Source: Media Monitoring Services Limited (MMSL) 39

40 OOH Rates in Lagos Nigeria Billboards size Annual Rental Per Face (N) Super 48-Sheet (High Street) 980,000 Super 48-Sheet (Restricted Area) 830,200 Super 48-Sheet (Normal) 630, Sheet (Non-Illuminated) 4,000,000 Rooftop 5,000,000 Backlit 5,583,000 Portrait (minimum size: 3m x 6m) 4,000,000 Ultrawave 3,000,000 Unipole 9,530,000 Wall Drapes 5,000,000 Gantries 7,500,000 Gantries (Span across the road) 25,000,000 Bridge Panel 7,000,000 Pedestrian Bridge 7,000,000 Mobile Adverts (Commercial) 48,000 (min) per day Mobile Adverts (Non-Commercial) 60,000 (min) per day 40

WEST & CENTRAL AFRICA INTRODUCTION

NIGERIA WEST & CENTRAL AFRICA INTRODUCTION DISCLAIMER Whilst every effort has been made in the preparation of this book to ensure the precision of statistics and other information contained therein, the