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THE MEDIA AFRICA ANNUAL_digital

Research opportunity in Nigeria Jennie Beck, Director of Media, TNS Global and Kantar Media, reveals some of the key themes from the July 2016 International Summit on Advertising in Nigeria. There is a vibrant media scene in Nigeria, with multiple federal and regional TV and radio stations – both stateowned and private; a large number of state-owned and private newspapers and high mobile phone ownership. There’s growth in ‘new’ media with bloggers like Linda Ikeji becoming a go-to source for validation with Pulse.ng and Sahara reporters holding sway in the internet space. A focus at the recent conference was the importance of audience measurement in bringing big budget international advertisers into the Nigerian media space. Activity around TV in particular has been heating up with digital roll out looming (it’s being tested now with a fuller roll out to start early 2017) and the news that 20m Inview set-top boxes, ordered by the government to aid digital roll out have now arrived in the country. On the advertising front, growth is headed south for now as inflation surges past 15% and the Naira continues to decline. Local and regional telecoms companies and breweries head the top advertiser rankings and the big international companies (including Unilever, Coca-Cola and P&G) are currently smaller – and declining – spenders. Hence the need to create the best conditions for attracting them to the Nigerian market and the importance of good audience measurement. The Kantar-GeoPoll Media Measurement initiative is a good start, but given the dynamism of Nigeria, and its plans for the growth of TV, the time has never been better to establish passively measured TV ratings in Nigeria. We should see that start to take shape in 2016, and start to report in 2017. n 42 RESEARCH THEMEDIA AFRICA ANNUAL 2016


THE MEDIA AFRICA ANNUAL_digital
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