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Telcos’ N16.4bn Ad Spend, Highest in the Nigerian Advertising Space

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  • Telcos’ N16.4bn Ad Spend, Highest in the Nigerian Advertising Space

With N16.4 billion advertising spend, which is the 18 per cent of the total above the line (ATL), advertising expenditure in 2016, the telecommunications service providers have continued to maintain dominance among top advertising categories in ad spend in the Nigerian advertising space.

This is contained in the 2017 edition of mediafacts, an annual report of the mediareach OMD, which details media and advertising spending trends for the year under review.

According to the report, telco firms are followed by personal paid ads with N7.2 billion, eight per cent, while the banking and financial services sector occupied the third spot with 6.3 billion naira, six per cent, for the period in review.

Corporate advertising occupy the 4th position with N5.8 billion spent during the period while the Lager Beer categories spent N5.3 billion. Soft drinks, cocoa beverages, milk and dairy spent 3.5, 2.9 and 2.4 billion respectively.

Among the top 20 advertising companies that advertise their goods and services in Nigeria), sundry services leads the chart with 10.8 billion naira in ad spent. Others are MTN with 5.6 billion, accounting for six per cent, followed by Nigerian Breweries with 4.3 billion, Airtel, 9Mobile and Globacom with 3.8, 3.7 and 3.3 respectively. In all the top 20 categories account for 62 per cent of advertising spent for 2016.

Though there was reduction in the total advertising spend for 2016 in contrast with 2015 by seven per cent, a situation attributed to the economic recession which started in 2015, and also certain government economic policies, television has continued to dominate advertising spent in Nigeria for the past five years.

Television accounted for 35.5 billion, about 35 per cent of media ad spent for the year in review. This was followed by outdoor with 28.8, about 32 per cent while press accounted for 18.1 and radio with 12.5 billion. The report however does not tract digital media during the period.

While other subsectors in the industry have been experiencing decline in expenditure in the last five years, the outdoor sub sector however has not experienced decline in the last ten years. The report noted that with a minimal 7.1 billion in 2007, outdoor advertising expenditure grew to 28.6 billion in 2010, though dropped marginally in the years between, it picked up in 2016 to record 28.8 billion in ad spent.

This latest edition of mediafacts for marketing professionals in West and Central Africa, covers Nigeria, Ghana, Cameroon, Benin Republic, Burkina Faso, Cote d’Ivoire, Democratic Republic of the Congo, Gabon, Mali, Niger, Senegal, Togo, and The Gambia.

Other countries covered include Liberia, Sierra Leone, Guinea, Guinea Bissau, Equatorial Guinea, Rwanda, Chad Republic, Mauritania, Congo Brazzaville, Central African Republic and Cape Verde.

Is the CEO/Founder of Investors King Limited. A proven foreign exchange research analyst and a published author on Yahoo Finance, Businessinsider, Nasdaq, Entrepreneur.com, Investorplace, and many more. He has over two decades of experience in global financial markets.

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Company News

Axxela Limited Raises N16.4bn in Oversubscribed Bond Issuance

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Bonds- Investors King

Axxela Limited, a leading sub-Saharan African gas and power company, has successfully completed its N15 billion Series 1 Bond Issuance.

The company raised N16.4 billion due to oversubscription and investor confidence in the company’s financial strength and strategic direction.

Bolaji Osunsanya, Axxela’s Chief Executive Officer, expressed his satisfaction with the outcome, highlighting the bond’s oversubscription of 109%.

Despite challenging economic conditions marked by rising interest rates and limited market liquidity, Axxela’s bond offering attracted strong interest from a diverse group of investors, including pension fund administrators, asset managers, and high-net-worth individuals.

Osunsanya explained that the proceeds from the bond issuance would play a crucial role in funding the company’s long-term capital expenditures, managing its weighted average cost of capital, and diversifying its funding sources.

The funds will support the completion of ongoing gas pipeline projects across Nigeria, aligning with the company’s commitment to enhancing energy infrastructure and contributing to the country’s energy transition agenda.

Stanbic IBTC Capital, serving as the lead issuing house alongside seven joint issuing houses, played a pivotal role in facilitating the transaction, with Stanbic IBTC Bank acting as the transaction bank.

The successful bond issuance reflects Axxela’s strategic positioning as a key player in the region’s energy sector and its ability to leverage strong investor confidence to drive growth and innovation in the industry.

As Axxela continues to expand its presence and strengthen its operations, the oversubscribed bond issuance serves as a testament to the company’s resilience and its commitment to delivering value to shareholders and stakeholders alike.

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Company News

Dangote Refinery Continues Price Slashing: Diesel Now at ₦940/Litre, Aviation Fuel at ₦980/Litre

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Dangote Refinery

Dangote Petroleum Refinery has once again sent ripples through Nigeria’s fuel market by further reducing the prices of diesel and aviation fuel.

In a bid to alleviate economic hardships faced by Nigerians, the refinery has lowered the price of diesel to ₦940 per litre and aviation fuel to ₦980 per litre.

This latest move comes on the heels of the refinery’s recent price reduction to ₦1,000 per litre for diesel, which was celebrated across the country.

The decision to slash prices further underscores Dangote Refinery’s commitment to providing affordable fuel to consumers.

Anthony Chiejina, the Head of Communication at Dangote Petroleum Refinery, announced the development.

He revealed that the new prices are part of a strategic partnership with MRS Oil and Gas stations to ensure accessibility and affordability of fuel across all major locations, including Lagos and Maiduguri.

The refinery’s management expressed optimism that the price reduction would significantly ease the financial burden on consumers, particularly amid rising inflation and energy costs.

They also hinted at extending the partnership to other major oil marketers to ensure uniform pricing and prevent retail buyers from purchasing fuel at exorbitant prices.

This marks the third major reduction in diesel prices in less than three weeks, signaling Dangote Refinery’s proactive approach to addressing economic challenges.

The move has garnered praise from various quarters, with Nigerian President Bola Tinubu commending the refinery for its efforts to support the economy.

Industry experts, including Ajayi Kadiri, the Director General of the Manufacturers Association of Nigeria, lauded the refinery’s initiative, highlighting its potential to stimulate economic activities across critical sectors such as industrial operations, transportation, logistics, and agriculture.

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First Bank of Nigeria Appoints Olusegun Alebiosu as Acting CEO Following Resignation of Dr. Adesola Adeduntan

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Olusegun Alebiosu

First Bank of Nigeria Limited, a subsidiary of FBN Holdings PLC, has announced the appointment of Mr. Olusegun Alebiosu as its Acting Chief Executive Officer (CEO).

This decision comes in the wake of the resignation of Dr. Adesola Adeduntan, who has led the bank for the past nine years.

The appointment, which takes immediate effect, is subject to the approval of the Central Bank of Nigeria (CBN), reflecting the bank’s commitment to regulatory compliance and governance standards.

Mr. Alebiosu, a seasoned banking professional with over three decades of experience, is well-prepared to take on the responsibilities of leading First Bank Nigeria during this transition period.

Having served as the Executive Director and Chief Risk Officer, he played a pivotal role in the transformation and growth of the institution over the past eight years.

His extensive experience spans various aspects of the banking and financial services industry, including credit risk management, financial planning, corporate and commercial banking, and project financing.

Before joining First Bank Nigeria in 2016, Mr. Alebiosu held key positions in renowned financial institutions such as Coronation Merchant Bank Limited and the African Development Bank Group.

Expressing gratitude for Dr. Adeduntan’s exemplary leadership, the Board of Directors acknowledged his significant contributions to the bank’s growth and success during his tenure.

Dr. Adeduntan’s departure marks the end of an era characterized by remarkable achievements and milestones for First Bank Nigeria.

As Acting CEO, Mr. Alebiosu is poised to build upon the bank’s legacy and steer it towards continued growth and profitability. With a strong focus on strategic objectives, he aims to uphold First Bank Nigeria’s reputation as a leading financial institution in Nigeria and beyond.

In his new role, Mr. Alebiosu will work closely with the Board of Directors and management team to ensure seamless operations and uphold the bank’s commitment to delivering exceptional services to its customers.

As the banking industry undergoes rapid transformation and evolving regulatory landscape, First Bank Nigeria remains committed to maintaining its position as a trusted financial partner for individuals and businesses across the country.

With Mr. Alebiosu at the helm, the bank looks forward to a new chapter of innovation, resilience, and sustainable growth.

The appointment of Mr. Olusegun Alebiosu underscores First Bank Nigeria’s commitment to continuity and stability amidst leadership changes, signaling confidence in his ability to lead the bank through its next phase of growth and development.

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