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Mediareach , Through Its Research and Innovations Unit, Undertakes NIGERIA WEST & CENTRAL AFRICA INTRODUCTION mediaReach ODM, 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. mediaReach ODM 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: +234 1 4704402, +234 1 4962499, +234 1 8043832. Fax: +234 1 4962499 ABN Building, 24 Dzatsui Street, Osu Akoadjei, Accra, Ghana. Tel: +233 21 784305. Fax: +233 21 784 306 Website::www.mediareachomd.com e-mail: [email protected] Cover Design & Layout: Map Acknowledgements: 2 NIGERIA WEST & CENTRAL AFRICA mediaReach ODM 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: +234 1 4704402, +234 1 4962499, +234 1 8043832. Fax: +234 1 4962499 ABN Building, 24 Dzatsui Street, Osu Akoadjei, Accra, Ghana. Tel: +233 21 784305. Fax: +233 21 784 306 Website::www.mediareachomd.com e-mail: [email protected] Cover Design & Layout: Map Acknowledgements: 2 NIGERIA WEST & CENTRAL AFRICA Table of Contents Chapter 4 Cameroun Information about Cameroun 49 Key Facts 50 The Media Overview 51 Chapter 5 Cote d’Ivoire Information about Cote d’Ivoire 52 Chapter 1 Nigeria Key Facts 53 The Media Overview 54 Information about Nigeria 8 Chapter 6 Democratic Republic of Congo (DCR) Key Facts 11 Economic Indicators 12 Information about the Democratic Republic of Congo 55 Population and Demographics 14 Key Facts 56 The Media Overview 16 The Media Overview 57 Television Trend 23 Radio Trend 28 Chapter 7 Gabon Print Trend 32 Out-of-Home (OOH) 37 Information about Gabon 58 Other Media Key Facts 59 The Media Overview 60 Chapter 2 Benin Chapter 8 Ghana Information about Benin 43 Information about Ghana 62 Key Facts 44 Key Facts 63 The Media Overview 45 The Media Overview 64 Chapter 3 Burkina Faso Chapter 9 Mali Information about Burkina Faso 46 Information about Mali 65 Key Facts 47 Key Facts 66 The Media Overview 48 The Media Overview 67 4 5 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Table of Contents Chapter 4 Cameroun Information about Cameroun 49 Key Facts 50 The Media Overview 51 Chapter 5 Cote d’Ivoire Information about Cote d’Ivoire 52 Chapter 1 Nigeria Key Facts 53 The Media Overview 54 Information about Nigeria 8 Chapter 6 Democratic Republic of Congo (DCR) Key Facts 11 Economic Indicators 12 Information about the Democratic Republic of Congo 55 Population and Demographics 14 Key Facts 56 The Media Overview 16 The Media Overview 57 Television Trend 23 Radio Trend 28 Chapter 7 Gabon Print Trend 32 Out-of-Home (OOH) 37 Information about Gabon 58 Other Media Key Facts 59 The Media Overview 60 Chapter 2 Benin Chapter 8 Ghana Information about Benin 43 Information about Ghana 62 Key Facts 44 Key Facts 63 The Media Overview 45 The Media Overview 64 Chapter 3 Burkina Faso Chapter 9 Mali Information about Burkina Faso 46 Information about Mali 65 Key Facts 47 Key Facts 66 The Media Overview 48 The Media Overview 67 4 5 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Chapter 10 Niger Information about Niger 68 Key Facts 69 The Media Overview 70 Chapter 11 Senegal Information about Senegal 71 Key Facts 72 The Media Overview 73 Chapter 12 Togo Information about Togo 74 Key Facts 75 The Media Overview 76 Chapter 13 Appendix Other Useful Information About Each West and Central African Country 78 6 NIGERIA WEST & CENTRAL AFRICA Chapter 10 Niger Information about Niger 68 Key Facts 69 The Media Overview 70 Chapter 11 Senegal Information about Senegal 71 Key Facts 72 The Media Overview 73 Chapter 12 Togo Information about Togo 74 Key Facts 75 The Media Overview 76 Chapter 13 Appendix Other Useful Information About Each West and Central African Country 78 6 NIGERIA WEST & CENTRAL AFRICA Chapter 1 Information about NIGERIA 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) ensuring sustainable growth in the real sector of the economy; (ii) building physical infrastructure power, energy and transportation; (iii) supporting agriculture; (iv) enhancing human capital development education and health; (v) strengthening security, law and order; (vi) combating corruption; and (vii) 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 Background significantly, and provide the health, education, and infrastructure services its population needs. With a population of 140 million people, Nigeria is the largest country in Africa and Nigeria's macro-economic performance over the last two years has been accounts for 47 percent of West Africa's population. Nigeria's population is made up of commendable. The economic reform efforts are showing positive results including: 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 Non-oil growth accounted for 8.9% in 2006 and is estimated to reach 9.5 in the South-East, and the Yoruba in the South-West. Nigeria is also the second percent in 2007. largest economy and accounts for 41 percent of the region's GDP. · Inflation is 5.9 percent as against 10 percent in 2006. · International reserves reached about US$48 billion by October and is Politics expected to reach US$50 billion by end of 2007. · A Fiscal Responsibility Bill has been passed into law. In April 2007, Nigeria successfully conducted its third consecutive national elections, · A bank consolidation program was implemented strengthening the financial further consolidating the transition from military to democratic rule that began in 1999. sector and enhancing its ability to provide credit to the private sector. It has 8 9 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Chapter 1 Information about NIGERIA On May 29, 2007 Umaru Musa Yar'Adua was sworn in as the third democratically elected President of the Federal Republic of Nigeria.
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