Telecoms recorded highest ad spend in 2011

Lagos, Nigeria, 06 November 2012: 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 today.

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.

Media Reach OMD is a specialist media company that provides a host of media-related services to advertisers and or their representatives. Its services include communications and media planning, media strategy developments and implementation buying and control services among others and its business offices are located in Nigeria, Ghana and Cameroon.

Since March 1999, MediaReach OMD has steadily grown to become a highly reputed firm within the marketing communications’ services industry and a respected member of the OMD global network
The company believes in powerful ideas, driven by meaningful insight to deliver compelling results.

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.

THE KANGAROO STORY

Today, things happen at a faster pace, with quick successions, than we could hardly imagine. New technologies evolve almost every day; event and news happen at breathtaking pace that one could ever hardly keep up with. The fast changing environment affects virtually every area of our lives; the way we think and relate with others. The effect is reflected on areas such as relationships, career, parenting, to mention just a few. Nowadays, it is surprising to see the rate at which children grow rapidly – mentally and physically, that one is left to wonder if they are being grown with fertilizer or some sort of genetic mutation. As if that is not wonder enough, their level of reasoning is dazzling, and their mental capacity is amazing, especially when they asked certain above-their-age questions.

For instance, I came home from work one night and my four-year old son asked, “Daddy, please tell me a story about donkey”. I wondered what could have prompted the question.  In my childhood days, all I ever heard were stories centered on tortoise, monkey and the likes and none on donkey. My mind raced through my childhood days while I was pacing my thought on what good and interesting story is associated with donkey. At the same time, I was being careful of the type of lessons that could be derived from it because they won’t stop at the story but they will also go as far as asking for the lesson learnt. Children are like women, interested in building relationship and sustaining it. But often times, such yearnings are met with tiredness, busy schedule and lack of patience to cement the bond. And over time, such affection is shifted to their teachers in school, house help or whoever responds to their quest and aspirations. 

They express eagerness to share the day’s experience in an awesome and admirable manner. Their persistent search for answers is almost unparalleled; begging for detailed answer on every issue. Response to some of these issues needs sincere and comprehensive answer because of the keen, unputdownable interest they repose in it. More so, it is the beginning of formative and learning year of their lives, particularly the belief system.

So as I was saying, in order to avoid telling the kangaroo story at least for that night, I made endless and extravagant promises which took me a couple of days to fulfill. I claimed, night after night, that it was too late to start a story. I kept making promises to save face. “I will tell you the Kangaroo story,” I said wryly. Little did I know that he who fights and runs away, live to fight another day. Kids these days could double as personal assistance and wonderful ally. They rarely forget things so easily. They can re-cap as many storylines as you told them. These new breeds are really intellectually overwhelming. And that was how I sailed through that night.

The next day, I woke up to discover that a search for daddy has been declared and when he finally found me, I lost my regular ‘daddy good morning’ to ‘daddy tell me Kangaroo story’. “Hey boy, it’s too early to tell a story,” I responded calmly.  “When I return, please,” I promised. I could not but wonder until the office work for that day temporarily wiped off the memory. Before returning home that day, I paused to search out Kangaro on the internet, to see if I could get some features that could be developed into story.  

And yes, I did get something. To my surprise, most kangaroo species have big ears and small heads, covered with fur and use their big hind legs and thick tail for hopping. Some kangaroos can leap really far. The kangaroo uses its tail for balancing when it hops. It uses the tail for support when it sits. At least, I have some new information to say about Kangaroo. At home, it was the same welcome address, daddy you said you would tell me story about Kangaroo. After the story, he said, daddy I like Kangaroo, yes it is good to like it. At least to have some rest for a while. 

It was a sigh of relief, before another “Kangaroo knocking” question. Children are interesting to stay around with, but with a big listening ear and patience, one will definitely fit in and enjoy their world.