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. 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 one of the most active stock markets in the world. Key Facts · In February 2007, Nigeria's credit rating (BB-) from Fitch and Standard and Geography Poor's was re-confirmed. Climate: Varies; equatorial in the south, tropical at the · Nigeria liberalized its import protection regime and adopted the Common center, arid in the north External Tariff which lowered the average tariff from about 29 percent to 12 Area: Total: 923,768 sq km percent. Land: 910,768 sq km · The government made substantial progress with privatization (including Water: 13,000 sq km concessions) of several major companies in steel, petrochemicals, mining and ports. Natural resources: Natural gas, petroleum, tin, iron ore, coal, limestone, Nigeria successfully negotiated with both the Paris and London Clubs and the country niobium, lead, zinc, arable land now has no major foreign debt. The US$750 million fiscal space created by the debt Land use: Arable land: 33.02% deal with th e Paris Club creditors has been allocated for the achievement of MDGs and Permanent crops: 3.14% poverty reduction. The Budget classification has been amended to help monitor and Other: 63.84% (2005) track MDG expenditures. 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: $30.35 billion f.o.b. Imports - commodities: Machinery, chemicals, transport equipment, manufactured goods, food and live animals Imports - partners: 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: 1.688 million (2006) Telephones - mobile cellular: 32.322 million (2006)

103 11 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA one of the most active stock markets in the world. Key Facts · In February 2007, Nigeria's credit rating (BB-) from Fitch and Standard and Geography Poor's was re-confirmed. Climate: Varies; equatorial in the south, tropical at the · Nigeria liberalized its import protection regime and adopted the Common center, arid in the north External Tariff which lowered the average tariff from about 29 percent to 12 Area: Total: 923,768 sq km percent. Land: 910,768 sq km · The government made substantial progress with privatization (including Water: 13,000 sq km concessions) of several major companies in steel, petrochemicals, mining and ports. Natural resources: Natural gas, petroleum, tin, iron ore, coal, limestone, Nigeria successfully negotiated with both the Paris and London Clubs and the country niobium, lead, zinc, arable land now has no major foreign debt. The US$750 million fiscal space created by the debt Land use: Arable land: 33.02% deal with th e Paris Club creditors has been allocated for the achievement of MDGs and Permanent crops: 3.14% poverty reduction. The Budget classification has been amended to help monitor and Other: 63.84% (2005) track MDG expenditures. 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: $30.35 billion f.o.b. Imports - commodities: Machinery, chemicals, transport equipment, manufactured goods, food and live animals Imports - partners: 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: 1.688 million (2006) Telephones - mobile cellular: 32.322 million (2006)

103 11 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Monthly Inflation Trends (1999-2008 in percentages) Combined Urban and Rural State Consumer Price Index (Base Period: May 2003 = 100) Month 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 January 10.4 5.2 8.6 18.9 12.3 15.0 14 .0 17.9 8.0 5.5 Dec-06 Nov-07 Dec-07 Food All Food All Food All February 10.9 3.9 10.3 18.9 11.4 16.5 12.9 17.8 7.7 5.5 State Items Items Items March 11.6 2.7 11.9 18.8 10.5 17.8 12.5 17.4 7.2 5.8 Abia 156.3 175.3 156.7 168.6 156.6 168.5 April 11.9 1.8 13.9 17.9 10.1 18.5 12.6 16.9 6.5 Abuja 148.3 158.3 186.9 180.6 183.9 176.4 Adamawa 164.3 173.4 156.9 178.9 162.6 184.8 May 12.2 1.1 15.7 16.8 10.0 19.4 12.5 16.4 6.0 Akwa Ibom 171.3 171.7 162.0 157.8 207.9 191.3 June 12.1 0.9 16.6 16.4 10.1 19.4 12.9 15.5 5.9 Anambra 157.6 165.9 174.6 173.6 176.1 176.3 July 11.6 1.2 17.7 16.2 10.0 19.1 14.2 13.5 6.0 Bauchi 130.1 143.0 143.0 146.6 160.6 163.5 Bayelsa 189.6 194.8 167.3 175.0 194.6 183.4 August 10.6 2.2 18.1 15.6 10.0 19.1 15.5 11.4 6.1 Benue 185.8 175.8 130.9 138.4 138.3 146.6 September 9.8 3.3 18.4 14.8 10.7 18.2 16.8 10 5.9 Borno 145.7 152.0 154.3 157.3 146.6 151.2 Cross River 167.4 182.9 191.2 223.3 188.1 214.3 October 8.8 4.5 18.6 13.6 12.3 17.1 17.4 9 5.7 Delta 160.8 172.3 186.8 177.4 181.6 172.5 November 7.6 5.8 18.7 13.2 13.0 16.1 17.8 8.5 5.5 Ebonyi 147.4 145.4 151.1 149.9 165.2 164.3 December 6.6 6.9 18.9 12.9 14.0 15.0 17.9 8.2 5.4 Edo 154.4 160.2 163.3 165.5 163.2 170.1 Ekiti 149.9 153.2 145.5 149.3 153.6 156.1 Enugu 150.8 165.2 177.1 179.1 183.3 179.7 Source: Central Bank of Nigeria Gombe 120.0 148.1 126.1 155.1 157.8 167.6 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 Imo 186.9 178.5 170.7 173.4 190.1 187.3 March 2008. Jigawa 116.2 143.5 137.5 152.1 138.9 152.4 Kaduna 131.1 143.4 142.3 150.4 132.3 147.0 Kano 125.8 142.9 159.2 181.4 142.9 172.7 Katsina 147.1 156.9 157.9 161.7 156.4 159.5 Kebbi 132.1 144.4 155.0 160.2 154.0 163.5 Kogi 186.7 182.4 150.9 181.2 147.4 156.0 Kwara 128.5 137.9 148.7 150.2 142.6 145.8 Lagos 178.6 180.6 167.5 188.8 182.1 200.6 Nasarawa 131.2 143.0 174.0 179.6 180.4 182.5 Niger 132.2 131.4 146.5 154.2 165.8 161.1 Ogun 139.5 146.9 144.2 147.9 140.3 149.1 Ondo 150.2 154.7 188.2 183.2 181.8 184.2 Osun 150.3 146.7 164.8 190.9 166.2 191.0 Oyo 177.9 169.6 154.8 168.6 158.8 169.8 Plateau 154.5 161.6 185.1 189.7 170.9 179.2 Rivers 165.2 161.5 162.6 159.5 163.4 162.9 Sokoto 122.4 138.9 137.6 172.2 143.6 176.7 Taraba 145.8 142.2 146.2 147.4 177.2 163.2 Yobe 137.6 154.3 155.6 155.6 148.9 155.9 Zamfara 133.5 158.3 153.5 176.5 152.1 184.5

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

125 613 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Monthly Inflation Trends (1999-2008 in percentages) Combined Urban and Rural State Consumer Price Index (Base Period: May 2003 = 100) Month 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 January 10.4 5.2 8.6 18.9 12.3 15.0 14 .0 17.9 8.0 5.5 Dec-06 Nov-07 Dec-07 Food All Food All Food All February 10.9 3.9 10.3 18.9 11.4 16.5 12.9 17.8 7.7 5.5 State Items Items Items March 11.6 2.7 11.9 18.8 10.5 17.8 12.5 17.4 7.2 5.8 Abia 156.3 175.3 156.7 168.6 156.6 168.5 April 11.9 1.8 13.9 17.9 10.1 18.5 12.6 16.9 6.5 Abuja 148.3 158.3 186.9 180.6 183.9 176.4 Adamawa 164.3 173.4 156.9 178.9 162.6 184.8 May 12.2 1.1 15.7 16.8 10.0 19.4 12.5 16.4 6.0 Akwa Ibom 171.3 171.7 162.0 157.8 207.9 191.3 June 12.1 0.9 16.6 16.4 10.1 19.4 12.9 15.5 5.9 Anambra 157.6 165.9 174.6 173.6 176.1 176.3 July 11.6 1.2 17.7 16.2 10.0 19.1 14.2 13.5 6.0 Bauchi 130.1 143.0 143.0 146.6 160.6 163.5 Bayelsa 189.6 194.8 167.3 175.0 194.6 183.4 August 10.6 2.2 18.1 15.6 10.0 19.1 15.5 11.4 6.1 Benue 185.8 175.8 130.9 138.4 138.3 146.6 September 9.8 3.3 18.4 14.8 10.7 18.2 16.8 10 5.9 Borno 145.7 152.0 154.3 157.3 146.6 151.2 Cross River 167.4 182.9 191.2 223.3 188.1 214.3 October 8.8 4.5 18.6 13.6 12.3 17.1 17.4 9 5.7 Delta 160.8 172.3 186.8 177.4 181.6 172.5 November 7.6 5.8 18.7 13.2 13.0 16.1 17.8 8.5 5.5 Ebonyi 147.4 145.4 151.1 149.9 165.2 164.3 December 6.6 6.9 18.9 12.9 14.0 15.0 17.9 8.2 5.4 Edo 154.4 160.2 163.3 165.5 163.2 170.1 Ekiti 149.9 153.2 145.5 149.3 153.6 156.1 Enugu 150.8 165.2 177.1 179.1 183.3 179.7 Source: Central Bank of Nigeria Gombe 120.0 148.1 126.1 155.1 157.8 167.6 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 Imo 186.9 178.5 170.7 173.4 190.1 187.3 March 2008. Jigawa 116.2 143.5 137.5 152.1 138.9 152.4 Kaduna 131.1 143.4 142.3 150.4 132.3 147.0 Kano 125.8 142.9 159.2 181.4 142.9 172.7 Katsina 147.1 156.9 157.9 161.7 156.4 159.5 Kebbi 132.1 144.4 155.0 160.2 154.0 163.5 Kogi 186.7 182.4 150.9 181.2 147.4 156.0 Kwara 128.5 137.9 148.7 150.2 142.6 145.8 Lagos 178.6 180.6 167.5 188.8 182.1 200.6 Nasarawa 131.2 143.0 174.0 179.6 180.4 182.5 Niger 132.2 131.4 146.5 154.2 165.8 161.1 Ogun 139.5 146.9 144.2 147.9 140.3 149.1 Ondo 150.2 154.7 188.2 183.2 181.8 184.2 Osun 150.3 146.7 164.8 190.9 166.2 191.0 Oyo 177.9 169.6 154.8 168.6 158.8 169.8 Plateau 154.5 161.6 185.1 189.7 170.9 179.2 Rivers 165.2 161.5 162.6 159.5 163.4 162.9 Sokoto 122.4 138.9 137.6 172.2 143.6 176.7 Taraba 145.8 142.2 146.2 147.4 177.2 163.2 Yobe 137.6 154.3 155.6 155.6 148.9 155.9 Zamfara 133.5 158.3 153.5 176.5 152.1 184.5

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

125 613 NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Population and Demographics Population Profile

Demographics Total % Capitals Area % Population % Male Female Total 76,618,125 100 Sq. Km States/Totals 934,666 100% 140,003,542 100% Gender Male 37,963,806 49.5 Abia Umuahia 7,081 0.8 2,833,999 2.0 51% 49% Female 38,654,319 50.5 Adamawa Yola 36,917 3.9 3,168,101 2.3 51% 49% Akwa Ibom Uyo 4,844 0.5 3,920,208 2.8 52% 48% Age Group Anambra Awka 4,320 0.5 4,182,032 3.0 52% 48% Under 15 Years 7,906,118 10.3 Bauchi Bauchi 34,605 3.7 4,676,465 3.3 52% 48% 15-17 Years 7,889,396 10.3 Bayelsa Yenagoa 11,920 1.3 1,703,358 1.2 53% 47% 18-24 Years 9,190,505 12.0 Benue Makurdi 70,898 7.6 4,219,244 3.0 51% 49% 25-34 Years 15,053,405 19.6 Borno Maiduguri 34,059 3.6 4,151,193 3.0 52% 48% 35-44 Years 11,428,620 14.9 Cross River Calabar 20,156 2.2 2,888,966 2.1 52% 48% 45-54 Years 13,950,656 18.2 55+ Years 11,199,424 14.6 Delta Asaba 17,698 1.9 4,098,391 2.9 51% 49% Eboyin Abakaliki 17,400 1.9 2,173,501 1.6 48% 52% Education Level (Full) Edo Benin City 17,802 1.9 3,218,332 2.3 51% 49% No Schooling 3,370,034 4.4 Ekiti Ado-Ekiti 9,707 1.0 2,384,212 1.7 51% 49% Primary School 18,021,616 23.5 Enugu Enugu 7,431 0.8 3,257,298 2.3 50% 50% High School Completed 36,264,926 47.3 Gombe Gombe 30,000 3.2 2,353,879 1.7 52% 48% 'A' Levels Completed 4,434,353 5.8 Imo Owerri 5,530 0.6 3,934,899 2.8 52% 48% Diploma/Technical/Sub-Degree 6,559,289 8.6 Jigawa Dutse 23,152 2.5 4,348,649 3.1 51% 49% University Degree 5,639,765 7.4 Kaduna Kaduna 46,853 5.0 6,066,562 4.3 51% 49% Professional 668,437 0.9 Kano Kano 20,131 2.2 9,383,682 6.7 52% 48% Post Graduate 378,412 0.5 Katsina Katsina 36,800 3.9 5,792,578 4.1 51% 49% Arabic School 987,752 1.3 Kebbi Birnin Kebbi 24,192 2.6 3,238,628 2.3 50% 50% Other 293,540 0.4 Kogi Lokoja 29,833 3.2 3,278,487 2.3 52% 48% Household Income Kwara Ilorin 36,825 3.9 2,371,089 1.7 51% 49% Less than N5,000 781,148 1.0 Lagos Ikeja 3,345 0.4 9,013,534 6.4 52% 48% Over 5,000 but less than 20,000 9,149,409 11.9 Nasarawa Lafia 20,000 2.1 1,863,275 1.3 51% 49% Over 20,000 but less than 40,000 13,897,203 18.1 Niger Minna 76,363 8.2 3,950,249 2.8 51% 49% Over 40,000 but less than 60,000 8,216,782 10.7 Ogun Abeokuta 9,251 1.0 3,728,098 2.7 50% 50% Over 60,000 but less than 80,000 2,225,035 2.9 Ondo Akure 16,762 1.8 3,441,024 2.5 51% 49% Over 100,000 but less than 140,000 1,237,866 1.6 Osun Oshogbo 11,252 1.2 3,423,535 2.4 51% 49% Over 140,000 but less than 200,000 763,487 1.0 Oyo Ibadan 28,454 3.0 5,591,589 4.0 50% 50% 200,000+ 272,069 0.4 Plateau Jos 38,030 4.1 3,178,712 2.3 50% 50% Refused 35,175,987 45.9 Rivers Port-Harcourt 9,930 1.1 5,185,400 3.7 52% 48% Sokoto Sokoto 45,435 4.9 3,696,999 2.6 51% 49% LSM Group Taraba Jalingo 54,473 5.8 2,300,736 1.6 52% 48% LSM 1 (E) 2,964,470 3.9 Yobe Damaturu 45,502 4.9 2,321,591 1.7 52% 48% LSM 2 (E) 4,341,628 5.7 LSM 3 (D) 3,632,467 4.7 Zamfara Gusau 20,400 2.2 3,259,846 2.3 50% 50% LSM 4 (D) 9,004,278 11.8 FCT Abuja Abuja 7,315 0.8 1,405,201 1.0 53% 47% LSM 5 (D) 13,769,532 18.0 LSM 6 (C2) 9,779,994 12.8 This table readsy: Abia State accounts for 0.8% of Nigeria's land mass and 2% of its population; 51% LSM 7 (C2) 9,634,965 12.6 of the State's population is male while 49% is female. LSM 8 (C2) 13,736,836 17.9 LSM 9 (C1) 3,820,765 5.0 Source: Federal Office of Statistics LSM 10 (C1) 1,754,655 2.3 LSM 11 (B) 3,891,760 5.1 LSM 12 (A) 286,775 0.4

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.

14 15

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Population and Demographics Population Profile

Demographics Total % Capitals Area % Population % Male Female Total 76,618,125 100 Sq. Km States/Totals 934,666 100% 140,003,542 100% Gender Male 37,963,806 49.5 Abia Umuahia 7,081 0.8 2,833,999 2.0 51% 49% Female 38,654,319 50.5 Adamawa Yola 36,917 3.9 3,168,101 2.3 51% 49% Akwa Ibom Uyo 4,844 0.5 3,920,208 2.8 52% 48% Age Group Anambra Awka 4,320 0.5 4,182,032 3.0 52% 48% Under 15 Years 7,906,118 10.3 Bauchi Bauchi 34,605 3.7 4,676,465 3.3 52% 48% 15-17 Years 7,889,396 10.3 Bayelsa Yenagoa 11,920 1.3 1,703,358 1.2 53% 47% 18-24 Years 9,190,505 12.0 Benue Makurdi 70,898 7.6 4,219,244 3.0 51% 49% 25-34 Years 15,053,405 19.6 Borno Maiduguri 34,059 3.6 4,151,193 3.0 52% 48% 35-44 Years 11,428,620 14.9 Cross River Calabar 20,156 2.2 2,888,966 2.1 52% 48% 45-54 Years 13,950,656 18.2 55+ Years 11,199,424 14.6 Delta Asaba 17,698 1.9 4,098,391 2.9 51% 49% Eboyin Abakaliki 17,400 1.9 2,173,501 1.6 48% 52% Education Level (Full) Edo Benin City 17,802 1.9 3,218,332 2.3 51% 49% No Schooling 3,370,034 4.4 Ekiti Ado-Ekiti 9,707 1.0 2,384,212 1.7 51% 49% Primary School 18,021,616 23.5 Enugu Enugu 7,431 0.8 3,257,298 2.3 50% 50% High School Completed 36,264,926 47.3 Gombe Gombe 30,000 3.2 2,353,879 1.7 52% 48% 'A' Levels Completed 4,434,353 5.8 Imo Owerri 5,530 0.6 3,934,899 2.8 52% 48% Diploma/Technical/Sub-Degree 6,559,289 8.6 Jigawa Dutse 23,152 2.5 4,348,649 3.1 51% 49% University Degree 5,639,765 7.4 Kaduna Kaduna 46,853 5.0 6,066,562 4.3 51% 49% Professional 668,437 0.9 Kano Kano 20,131 2.2 9,383,682 6.7 52% 48% Post Graduate 378,412 0.5 Katsina Katsina 36,800 3.9 5,792,578 4.1 51% 49% Arabic School 987,752 1.3 Kebbi Birnin Kebbi 24,192 2.6 3,238,628 2.3 50% 50% Other 293,540 0.4 Kogi Lokoja 29,833 3.2 3,278,487 2.3 52% 48% Household Income Kwara Ilorin 36,825 3.9 2,371,089 1.7 51% 49% Less than N5,000 781,148 1.0 Lagos Ikeja 3,345 0.4 9,013,534 6.4 52% 48% Over 5,000 but less than 20,000 9,149,409 11.9 Nasarawa Lafia 20,000 2.1 1,863,275 1.3 51% 49% Over 20,000 but less than 40,000 13,897,203 18.1 Niger Minna 76,363 8.2 3,950,249 2.8 51% 49% Over 40,000 but less than 60,000 8,216,782 10.7 Ogun Abeokuta 9,251 1.0 3,728,098 2.7 50% 50% Over 60,000 but less than 80,000 2,225,035 2.9 Ondo Akure 16,762 1.8 3,441,024 2.5 51% 49% Over 100,000 but less than 140,000 1,237,866 1.6 Osun Oshogbo 11,252 1.2 3,423,535 2.4 51% 49% Over 140,000 but less than 200,000 763,487 1.0 Oyo Ibadan 28,454 3.0 5,591,589 4.0 50% 50% 200,000+ 272,069 0.4 Plateau Jos 38,030 4.1 3,178,712 2.3 50% 50% Refused 35,175,987 45.9 Rivers Port-Harcourt 9,930 1.1 5,185,400 3.7 52% 48% Sokoto Sokoto 45,435 4.9 3,696,999 2.6 51% 49% LSM Group Taraba Jalingo 54,473 5.8 2,300,736 1.6 52% 48% LSM 1 (E) 2,964,470 3.9 Yobe Damaturu 45,502 4.9 2,321,591 1.7 52% 48% LSM 2 (E) 4,341,628 5.7 LSM 3 (D) 3,632,467 4.7 Zamfara Gusau 20,400 2.2 3,259,846 2.3 50% 50% LSM 4 (D) 9,004,278 11.8 FCT Abuja Abuja 7,315 0.8 1,405,201 1.0 53% 47% LSM 5 (D) 13,769,532 18.0 LSM 6 (C2) 9,779,994 12.8 This table readsy: Abia State accounts for 0.8% of Nigeria's land mass and 2% of its population; 51% LSM 7 (C2) 9,634,965 12.6 of the State's population is male while 49% is female. LSM 8 (C2) 13,736,836 17.9 LSM 9 (C1) 3,820,765 5.0 Source: Federal Office of Statistics LSM 10 (C1) 1,754,655 2.3 LSM 11 (B) 3,891,760 5.1 LSM 12 (A) 286,775 0.4

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.

14 15

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA MEDIA OVERVIEW Press

Over 98 titles - Dailies - Midweek/Weekend Television - Sports/Business

Over 140 TV stations Audience Measurement - 1 Federal network service - All Media and Products Survey (NigAMPS) - Nigerian Television Authority (NTA) with about 97 stations - 2 privately owned network services Magazine - Africa Independent Television (AIT) with 8 stations - Minaj Broadcast International (MBI) with 5 stations Over 45 titles - 29 state-owned stations - Weeklies & Monthlies - 15 private stations - News magazines/Entertainment - 2 direct-to-home platforms - Business/Sport - Foreign/International titles - DStv with 40 channels - Hitv with over 20 channels Audience Measurement - All Media and Products Survey (NigAMPS) Audience Measurement - Diaries (TV Audience Measurement Survey - TAMS) Outdoor

Radio Over 124 outdoor firms managing almost 21,000 boards pan-Nigeria (this is being reduced drastically due to the activities of the Lagos State Over 90 Radio stations Signage and Advertising Agency) - 1 Federal network - 40 Sheets - Federal Radio Corporation of Nigeria (FRCN) with 32 - 48 Sheets individual stations and more expected - 96 Sheets - Over 60 State-owned stations (on AM & FM bands) - 4 x 8m Backlit - Over 20 Privately owned stations - Illuminated Advertising Towers (IATs) - 1 Community/University station - Wall Drapes - Unilag FM (Lagos) - Wall Branding

Audience Measurement Audience Measurement - Diaries (Radio Audience Measurement Survey - RAMS) - All Media and Products Survey (NigAMPS)

Source: Various - National Broadcasting Commission's Handbook, mediaReach OMD database

16 17

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA MEDIA OVERVIEW Press

Over 98 titles - Dailies - Midweek/Weekend Television - Sports/Business

Over 140 TV stations Audience Measurement - 1 Federal network service - All Media and Products Survey (NigAMPS) - Nigerian Television Authority (NTA) with about 97 stations - 2 privately owned network services Magazine - Africa Independent Television (AIT) with 8 stations - Minaj Broadcast International (MBI) with 5 stations Over 45 titles - 29 state-owned stations - Weeklies & Monthlies - 15 private stations - News magazines/Entertainment - 2 direct-to-home platforms - Business/Sport - Foreign/International titles - DStv with 40 channels - Hitv with over 20 channels Audience Measurement - All Media and Products Survey (NigAMPS) Audience Measurement - Diaries (TV Audience Measurement Survey - TAMS) Outdoor

Radio Over 124 outdoor firms managing almost 21,000 boards pan-Nigeria (this is being reduced drastically due to the activities of the Lagos State Over 90 Radio stations Signage and Advertising Agency) - 1 Federal network - 40 Sheets - Federal Radio Corporation of Nigeria (FRCN) with 32 - 48 Sheets individual stations and more expected - 96 Sheets - Over 60 State-owned stations (on AM & FM bands) - 4 x 8m Backlit - Over 20 Privately owned stations - Illuminated Advertising Towers (IATs) - 1 Community/University station - Wall Drapes - Unilag FM (Lagos) - Wall Branding

Audience Measurement Audience Measurement - Diaries (Radio Audience Measurement Survey - RAMS) - All Media and Products Survey (NigAMPS)

Source: Various - National Broadcasting Commission's Handbook, mediaReach OMD database

16 17

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Above-The-Line (ATL) Advertising Expenditure (Billion)

MEDIA PENETRATION Category 2004 Share (%) 2005 Share (%) 2006 Share (%) 2007 Share (%)

TV 5.244 33.5 6.446 27.8 14.990 46.2 20.540 51.4 Radio 3.274 20.9 4.735 20.4 5.668 17.5 7.519 18.8 Outdoor 4.614 29.5 6.532 28.1 7.384 22.5 7.137 17.8 Press 2.530 16.2 5.516 23.7 4.374 13.5 4.801 12.0 Total 15.662 100 23.229 100 32.416 100 39.997 100

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 2007. (Figures have been rounded-off). Penetration of Media Vehicles

N'Billions 40.0 Total Lagos S/ South S/ East S/ West N/ East N/ Central N/ West 40

35 32.4 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 (%) 30 23.2 25 TV 95.1 99.1 98.8 95.5 96.1 86.9 97.8 92.6 20.5 Radio 95.7 98.3 96.8 94.3 97.3 97.7 94.8 93.1 20 15.7 Newspaper 47.0 55.6 61.5 46.4 47.9 33.7 55.8 34.7 15.0 15 Magazine 53.5 69.6 70.5 55.5 55.8 35.7 60.8 37.2 10 7.5 7.4 7.1 Outdoor/ 6.4 5.7 6.5 5.2 5.5 4.8 4.7 4.6 4.4 Posters 75.6 68.5 75.4 69.5 77.2 80.6 82.3 74.6 5 3.3 2.5 Internet 15.1 18.7 16.6 16.4 16.6 11.2 16.8 11.9 0 Total TV Radio Outdoor Press 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%. 2004 2005 2006 2007

Growth in Above-The-Line Advertising Expenditure

2005 Vs. 2004 2006 Vs. 2005 2007 Vs. 2006 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 2004. 2006 ad spend increased by 39.6% over 2005 and there was a further increase of 23.4% in 2007.

Source: Media Monitoring Services Limited (MMSL)

18 19

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Above-The-Line (ATL) Advertising Expenditure (Billion)

MEDIA PENETRATION Category 2004 Share (%) 2005 Share (%) 2006 Share (%) 2007 Share (%)

TV 5.244 33.5 6.446 27.8 14.990 46.2 20.540 51.4 Radio 3.274 20.9 4.735 20.4 5.668 17.5 7.519 18.8 Outdoor 4.614 29.5 6.532 28.1 7.384 22.5 7.137 17.8 Press 2.530 16.2 5.516 23.7 4.374 13.5 4.801 12.0 Total 15.662 100 23.229 100 32.416 100 39.997 100

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 2007. (Figures have been rounded-off). Penetration of Media Vehicles

N'Billions 40.0 Total Lagos S/ South S/ East S/ West N/ East N/ Central N/ West 40

35 32.4 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 (%) 30 23.2 25 TV 95.1 99.1 98.8 95.5 96.1 86.9 97.8 92.6 20.5 Radio 95.7 98.3 96.8 94.3 97.3 97.7 94.8 93.1 20 15.7 Newspaper 47.0 55.6 61.5 46.4 47.9 33.7 55.8 34.7 15.0 15 Magazine 53.5 69.6 70.5 55.5 55.8 35.7 60.8 37.2 10 7.5 7.4 7.1 Outdoor/ 6.4 5.7 6.5 5.2 5.5 4.8 4.7 4.6 4.4 Posters 75.6 68.5 75.4 69.5 77.2 80.6 82.3 74.6 5 3.3 2.5 Internet 15.1 18.7 16.6 16.4 16.6 11.2 16.8 11.9 0 Total TV Radio Outdoor Press 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%. 2004 2005 2006 2007

Growth in Above-The-Line Advertising Expenditure

2005 Vs. 2004 2006 Vs. 2005 2007 Vs. 2006 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 2004. 2006 ad spend increased by 39.6% over 2005 and there was a further increase of 23.4% in 2007.

Source: Media Monitoring Services Limited (MMSL)

18 19

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Above-The-Line Advertising Expenditure by Region Above-The-Line Advertising Expenditure - Top 20 Product Categories of 2007

Zones Value (Billions) % Category Value (Billions)

Broadcast 10.830 Lagos 22.176 55.4 West, 8.8% Communication and Telecommunication 4.295 North 6.774 16.9 East, 18.8% East 7.538 18.8 Banking and Financial 3.755 West 3.510 8.8 Gaming, Entertainment, Leisure and Tourism 2.814 Lagos, 55.4% Total 39.997 100 Lager (Beer) 1.763 North, 16.9% Personal Paid 1.248 Public Service 1.041 Table summary: The Lagos region accounts for 55.4% of the total Above-The-Line (ATL) Advertising expenditure of Corporate 1.034 N39.997bn in 2007. (Figures have been rounded-off). Noodles 1.027 Source: Media Monitoring Services Limited (MMSL) Religion 0.785 Milk And Dairy 0.762 Malt 0.675 Motor Vehicles 0.624 Soft Drinks 0.598 Telecom Accessories 0.559 Above-The-Line Advertising Expenditure by Quarter Electrical And Electronics 0.385 Seasonings, Herbs And Spices 0.378 QTRS Value ('Billions) % Skin Cleansing 0.374 Nutritional Drinks 0.338 1st Qtr. 8.942 22.4 Dental Care 0.327

2nd Qtr. 9.574 23.9 1st Qtr, 22.4% 4th Qtr, 27.8% 3rd Qtr. 10.349 25.9 Table summary: The Communication and Telecommunication category spent a 4th Qtr. 11.132 27.8 total of N4.295bn (rounded off) on ATL Advertising making it the highest of the Total 39.997 100 product categories in 2007. 2nd Qtr, 23.9% 3rd Qtr, 25.9% Source: Media Monitoring Services Limited (MMSL)

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

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Above-The-Line Advertising Expenditure by Region Above-The-Line Advertising Expenditure - Top 20 Product Categories of 2007

Zones Value (Billions) % Category Value (Billions)

Broadcast 10.830 Lagos 22.176 55.4 West, 8.8% Communication and Telecommunication 4.295 North 6.774 16.9 East, 18.8% East 7.538 18.8 Banking and Financial 3.755 West 3.510 8.8 Gaming, Entertainment, Leisure and Tourism 2.814 Lagos, 55.4% Total 39.997 100 Lager (Beer) 1.763 North, 16.9% Personal Paid 1.248 Public Service 1.041 Table summary: The Lagos region accounts for 55.4% of the total Above-The-Line (ATL) Advertising expenditure of Corporate 1.034 N39.997bn in 2007. (Figures have been rounded-off). Noodles 1.027 Source: Media Monitoring Services Limited (MMSL) Religion 0.785 Milk And Dairy 0.762 Malt 0.675 Motor Vehicles 0.624 Soft Drinks 0.598 Telecom Accessories 0.559 Above-The-Line Advertising Expenditure by Quarter Electrical And Electronics 0.385 Seasonings, Herbs And Spices 0.378 QTRS Value ('Billions) % Skin Cleansing 0.374 Nutritional Drinks 0.338 1st Qtr. 8.942 22.4 Dental Care 0.327

2nd Qtr. 9.574 23.9 1st Qtr, 22.4% 4th Qtr, 27.8% 3rd Qtr. 10.349 25.9 Table summary: The Communication and Telecommunication category spent a 4th Qtr. 11.132 27.8 total of N4.295bn (rounded off) on ATL Advertising making it the highest of the Total 39.997 100 product categories in 2007. 2nd Qtr, 23.9% 3rd Qtr, 25.9% Source: Media Monitoring Services Limited (MMSL)

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

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Above-The Line Advertising Expenditure - Top 20 Brands of 2007 Television Trend Brand Value (Billions)

MTN 1.639 TV Advertising Expenditure Celtel 1.237 Globacom 0.892 25

Indomie Noodles 0.669 20.54 Film/Drama 0.634 20 )

Guinness Stout 0.487 s

n 14.99 o

i 15

Star 0.400 l l i B

Nokia Phones 0.372 ' ? Platinum Habib Bank Plc 0.362 (

e 10 u l

United Bank For Africa 0.335 a

V 5.95 Skye Bank 0.328 5.24 5 3.61 Access Bank Nig. Plc. 0.280 2.58 2.56 Peak Evaporated Milk 0.270 0 Gulder 0.236 2001 2002 2003 2004 2005 2006 2007 Starcomms 0.234 TV AdEx 3,607 2,580 2,563 5,243 5,952 14,990 20,540 Central Bank Of Nigeria 0.232 Diamond Bank 0.227 Intercontinental Bank Plc 0.214 TV Advertising Expenditure - by Quarter Malta Guinness 0.211 QTRS Value (Billions) % 1st Qtr, 20% First City Monument Bank 0.195 4th Qtr, 30% 1st Qtr 4.205 20 Table summary: MTN was the topmost brand in ATL Advertising Expenditure having spent a 2nd Qtr 4.848 24 3rd Qtr 5.412 26 total of N1.639bn in 2007. (Figures have been rounded off). 4th Qtr 6.075 30 2nd Qtr, 24%

Total 20.540 100 3rd Qtr, 26% Source: Media Monitoring Services Limited (MMSL) 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%

East, 18% Lagos 11.232 55% North 4.021 20%

East 3.779 18% Lagos, 55%

West 1.508 7% North, 20% Total 20.540 100

Summary: The Lagos region accounts for 55% (N11.232bn) of the total ATL media expenditure on TV in 2007 (Rounded-of f).

Source: Media Monitoring Services Limited (MMSL)

22 23

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Above-The Line Advertising Expenditure - Top 20 Brands of 2007 Television Trend Brand Value (Billions)

MTN 1.639 TV Advertising Expenditure Celtel 1.237 Globacom 0.892 25

Indomie Noodles 0.669 20.54 Film/Drama 0.634 20 )

Guinness Stout 0.487 s

n 14.99 o

i 15

Star 0.400 l l i B

Nokia Phones 0.372 ' ? Platinum Habib Bank Plc 0.362 (

e 10 u l

United Bank For Africa 0.335 a

V 5.95 Skye Bank 0.328 5.24 5 3.61 Access Bank Nig. Plc. 0.280 2.58 2.56 Peak Evaporated Milk 0.270 0 Gulder 0.236 2001 2002 2003 2004 2005 2006 2007 Starcomms 0.234 TV AdEx 3,607 2,580 2,563 5,243 5,952 14,990 20,540 Central Bank Of Nigeria 0.232 Diamond Bank 0.227 Intercontinental Bank Plc 0.214 TV Advertising Expenditure - by Quarter Malta Guinness 0.211 QTRS Value (Billions) % 1st Qtr, 20% First City Monument Bank 0.195 4th Qtr, 30% 1st Qtr 4.205 20 Table summary: MTN was the topmost brand in ATL Advertising Expenditure having spent a 2nd Qtr 4.848 24 3rd Qtr 5.412 26 total of N1.639bn in 2007. (Figures have been rounded off). 4th Qtr 6.075 30 2nd Qtr, 24%

Total 20.540 100 3rd Qtr, 26% Source: Media Monitoring Services Limited (MMSL) 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%

East, 18% Lagos 11.232 55% North 4.021 20%

East 3.779 18% Lagos, 55%

West 1.508 7% North, 20% Total 20.540 100

Summary: The Lagos region accounts for 55% (N11.232bn) of the total ATL media expenditure on TV in 2007 (Rounded-of f).

Source: Media Monitoring Services Limited (MMSL)

22 23

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA TV Advertising Expenditure - Top 20 Product Categories of 2007 TV Advertising Spend - Top 20 Brands of 2007

Category Value (Billions) Brand Value (Billions)

Broadcast 9.615 MTN 0.651 Gaming, Entertainment, Leisure &Tourism 1.997 Film/Drama 0.631 Communication and Telecommunication 1.124 Indomie Noodles 0.361 Banking and Financial 0.892 Guinness Stout 0.255 Lager (Beer) 0.825 Star 0.254 Religion 0.571 Sports 0.218 Personal Paid 0.505 Celtel 0.185 Noodles 0.477 Nokia Phones 0.154 Public Service 0.475 United Bank For Africa 0.139 Corporate 0.424 Globacom 0.130 Milk and Dairy 0.257 Peak Evaporated Milk 0.126 Soft Drinks 0.244 Gulder 0.107 Malt 0.233 Platinum Habib Bank Plc 0.104 Telecom Accessories 0.195 Skye Bank 0.100 Skin Cleansing 0.174 Malta Guinness 0.088 NSD Powder 0.174 Coca-Cola 0.088 Nutritional Drinks 0.170 Central Bank Of Nigeria 0.085 Dental Care 0.140 Lucozade Boost 0.074 Hotel and Catering 0.127 Diamond Bank 0.069 Education, Imparting Knowledge and Skill 0.108 Dettol Disinfectant 0.067

Table summary: Gaming, Entertainment, Leisure & Tourism product category spent N1.997bn on TV in Table summary: MTN spent N0.651bn on TV Advertising making it the topmost brand on TV in 2007. 2007. (Rounded-off). (Rounded off).

Source: Media Monitoring Services Limited (MMSL) Source: Media Monitoring Services Limited (MMSL)

24 25

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA TV Advertising Expenditure - Top 20 Product Categories of 2007 TV Advertising Spend - Top 20 Brands of 2007

Category Value (Billions) Brand Value (Billions)

Broadcast 9.615 MTN 0.651 Gaming, Entertainment, Leisure &Tourism 1.997 Film/Drama 0.631 Communication and Telecommunication 1.124 Indomie Noodles 0.361 Banking and Financial 0.892 Guinness Stout 0.255 Lager (Beer) 0.825 Star 0.254 Religion 0.571 Sports 0.218 Personal Paid 0.505 Celtel 0.185 Noodles 0.477 Nokia Phones 0.154 Public Service 0.475 United Bank For Africa 0.139 Corporate 0.424 Globacom 0.130 Milk and Dairy 0.257 Peak Evaporated Milk 0.126 Soft Drinks 0.244 Gulder 0.107 Malt 0.233 Platinum Habib Bank Plc 0.104 Telecom Accessories 0.195 Skye Bank 0.100 Skin Cleansing 0.174 Malta Guinness 0.088 NSD Powder 0.174 Coca-Cola 0.088 Nutritional Drinks 0.170 Central Bank Of Nigeria 0.085 Dental Care 0.140 Lucozade Boost 0.074 Hotel and Catering 0.127 Diamond Bank 0.069 Education, Imparting Knowledge and Skill 0.108 Dettol Disinfectant 0.067

Table summary: Gaming, Entertainment, Leisure & Tourism product category spent N1.997bn on TV in Table summary: MTN spent N0.651bn on TV Advertising making it the topmost brand on TV in 2007. 2007. (Rounded-off). (Rounded off).

Source: Media Monitoring Services Limited (MMSL) Source: Media Monitoring Services Limited (MMSL)

24 25

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA 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% LTV8 10.20% 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 65 8.20% 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 5 5.30% 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% This table reads: According to AMPS 2008, AIT Kano 5.76% of a total of 7,491,297 adults in Lagos, Sokoto State Television 5.34% 27.3% claim to have watched AIT Lagos KTV Kebbi 4.66% the previous day. NTA Dutse 4.47% Source: AMPS 2008 CTV 67 Kano 3.93% NTA Kebbi 3.73%

26

NIGERIA WEST & CENTRAL AFRICA 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% LTV8 10.20% 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 65 8.20% 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 5 5.30% 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% This table reads: According to AMPS 2008, AIT Kano 5.76% of a total of 7,491,297 adults in Lagos, Sokoto State Television 5.34% 27.3% claim to have watched AIT Lagos KTV Kebbi 4.66% the previous day. NTA Dutse 4.47% Source: AMPS 2008 CTV 67 Kano 3.93% NTA Kebbi 3.73%

26

NIGERIA WEST & CENTRAL AFRICA Radio Advertising Expenditure - Top 20 Product Categories of 2007 Radio Trend Categories Value (Billions)

Broadcast 1.139 Communication and Telecommunication 1.045 Radio Advertising Expenditure Banking and Financial 0.821 Gaming, Entertainment, Leisure & Tourism 0.776 8.0 7.52 Noodles 0.382 7.0 Lager (Beer) 0.262 6.0 5.67

) Public Service 0.239 s

n 4.74 o 5.0 Milk and Dairy 0.220 i l l i

B Personal Paid 0.213 ' 4.0

? 3.28 ( Corporate 0.152 e 3.0 u l

a 2.17 Malt 0.140

V 1. 9 1 1. 8 1 2.0 Soft Drinks 0.139 1. 0 Religion 0.126

0.0 Telecom Accessories 0.122 2001 2002 2003 2004 2005 2006 2007 Transport and Travel 0.106 Radio AdEx 2.169 1. 9 0 5 1.805 3.275 4.735 5.667 7.519 Seasonings, Herbs and Spices 0.091 Dental Care 0.086 Radio Advertising Expenditure - by Quarter NSD Powder 0.077

1st Qtr, 19% QTRS Value (Billions) % 4th Qtr, 29% Beverages 0.072 Skin Cleansing 0.062 1st Qtr 1.462 19 2nd Qtr 1.881 25 Table summary: Communication and Telecommunication is the topmost product category on Radio by 3rd Qtr 1.967 26 2nd Qtr, 25% Advertising Expenditure having spent N1.045bn in 2007 (Rounded-off). 4th Qtr 2.209 29 3rd Qtr, 26% Total 7.519 100 Source: Media Monitoring Services Limited (MMSL) 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 2007. (Rounded-off).

Radio Advertising Expenditure - by Region

Zones Value (Billions) % West, 15% Lagos, 27% Lagos 1.997 27 North 2.047 27 East 2.341 31 West 1.135 15 East, 31% Total 7.519 100 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

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Radio Advertising Expenditure - Top 20 Product Categories of 2007 Radio Trend Categories Value (Billions)

Broadcast 1.139 Communication and Telecommunication 1.045 Radio Advertising Expenditure Banking and Financial 0.821 Gaming, Entertainment, Leisure & Tourism 0.776 8.0 7.52 Noodles 0.382 7.0 Lager (Beer) 0.262 6.0 5.67

) Public Service 0.239 s n 4.74 o 5.0 Milk and Dairy 0.220 i l l i

B Personal Paid 0.213 ' 4.0

? 3.28 ( Corporate 0.152 e 3.0 u l a 2.17 Malt 0.140

V 1. 9 1 1. 8 1 2.0 Soft Drinks 0.139 1. 0 Religion 0.126

0.0 Telecom Accessories 0.122 2001 2002 2003 2004 2005 2006 2007 Transport and Travel 0.106 Radio AdEx 2.169 1. 9 0 5 1.805 3.275 4.735 5.667 7.519 Seasonings, Herbs and Spices 0.091 Dental Care 0.086 Radio Advertising Expenditure - by Quarter NSD Powder 0.077

1st Qtr, 19% QTRS Value (Billions) % 4th Qtr, 29% Beverages 0.072 Skin Cleansing 0.062 1st Qtr 1.462 19 2nd Qtr 1.881 25 Table summary: Communication and Telecommunication is the topmost product category on Radio by 3rd Qtr 1.967 26 2nd Qtr, 25% Advertising Expenditure having spent N1.045bn in 2007 (Rounded-off). 4th Qtr 2.209 29 3rd Qtr, 26% Total 7.519 100 Source: Media Monitoring Services Limited (MMSL) 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 2007. (Rounded-off).

Radio Advertising Expenditure - by Region

Zones Value (Billions) % West, 15% Lagos, 27% Lagos 1.997 27 North 2.047 27 East 2.341 31 West 1.135 15 East, 31% Total 7.519 100 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

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Radio Advertising Expenditure - Top 20 Brands of 2007 Radio Listenership Data

Top 10 Radio Stations Listened To Yesterday by Region Brand Value (Billions)

Lagos South South Celtel 0.416 Total (Responses) 7,491,297 Total 12,270,221 MTN 0.355 Cool 96.9 FM Lagos 27.5% AKBC 90.5 FM 13.6% Radio Lagos 107.5 FM(Tiwantiwa) 23.8% Independent/ITV FM, Benin 7.4% Indomie Noodles 0.218 Eko 89.75 FM Lagos 18.1% Cosmos Radio 105.5 FM, Enugu 7.2% Globacom 0.160 Raypower 100.5 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% Platinum Habib Bank Plc 0.109 Star 101.5 FM Lagos 11.8% Ray Power 2, 106.5 FM 4.3% Peak Evaporated Milk 0.087 Radio Nigeria 1 103.5 FM, Lagos 10.3% DBS 88.6 FM, Warri 4.3% Metro 97.6 FM, Lagos 8.6% BBC World Service 3.8% Skye Bank 0.087 Bond 92.9 FM 8.5% Treasure 98.5 FM, Port Harcourt 3.4% Nokia Phones 0.081 Brilla 88.9 FM, Lagos 7.8% DBS, Asaba 2.7% United Bank For Africa 0.069 South East South West Starcomms. 0.064 Total 9,315,612 Total 11,371,356 O! Noodles 0.060 Orient 94.4 FM, Owerri 9.5% OSBC 89.5 FM, Osogbo 9.6% Cosmos Radio 105.5 FM, Enugu 9.1% Positive 102.5 FM, Akure 7.7% Star 0.060 Radio Nig (Heartland FM), Owerri 8.9% Gateway 90.45 FM, Abeokuta 7.3% Access Bank Nig. Plc. 0.059 BCA AM, Umuahia 8.5% Paramount 94.5 FM, Abeokuta 7.1% Rad Nig 92.85 Enugu (CoalCity) 6.0% FM Station 100.5 Ekiti 6.9% Mimee Noodles 0.052 Radio Nigeria, Enugu 6.0% Sunshine 96.5 FM, Akure 6.4% Gulder 0.049 Rad. Nig. 102.5 FM Gateway, Awka 4.6% OSRC AM, Akure 6.3% ABS AM, Onitsha 4.6% Radio Nigeria 100.5 Progress FM 6.1% First City Monument Bank 0.048 ABS FM, Awka 4.4% Splash FM ,Ibadan 6.0% Dangote Flour 0.048 BCA FM, Umuahia (Abia FM) 3.8% Premier 93.5 FM, Ibadan 4.7% Intercontinental Bank Plc 0.047 North East North Central First Inland Bank Plc. 0.047 Total 9,128,792 Total 9,821,145 Thermocool Range 0.047 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% Table summary: Celtel spent N0.416bn on radio advertising, making it the topmost brand on radio in 2007. Radio Nigeria Peace, 102.5 FM 8.53% Radio 99 FM Kwara, Ilorin 5.85% (Rounded-off) YBC Damanturu 7.75% Precious 102.5 FM, Lafia 4.82% ABC1 AM, Yola 7.44% Okin 105.7 FM, Offa 4.80% Source: Media Monitoring Services Limited (MMSL) Rad. Nig. 101.5 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 100.5 FM, Jos 2.73%

North West Total 17,219,703 Freedom Radio 99.5 FM, Kano 13.86% The table reads: According to AMPS 2008, BBC Hausa Service 11.89% out of 7,491,297 adults in Lagos, 27.5% claim to have Radio Zamfara 6.57% listened to Cool FM making it the #1 station in Lagos. Pyramid 103.5 FM, Kano 6.25% Radio Lagos, with an estimated listening audience Supreme FM 96.1 Radio Nig., Kaduna 6.00% of 23.8% is the #2 station. Radio Kano FM 5.39% BBC World Service 5.29% Source: AMPS 2008 Deutche Welle 4.58% RIMA 97.1 FM Radio, Sokoto 4.55% Ray Power 106.5 FM, Kano 4.51%

30 31

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Radio Advertising Expenditure - Top 20 Brands of 2007 Radio Listenership Data

Top 10 Radio Stations Listened To Yesterday by Region Brand Value (Billions)

Lagos South South Celtel 0.416 Total (Responses) 7,491,297 Total 12,270,221 MTN 0.355 Cool 96.9 FM Lagos 27.5% AKBC 90.5 FM 13.6% Radio Lagos 107.5 FM(Tiwantiwa) 23.8% Independent/ITV FM, Benin 7.4% Indomie Noodles 0.218 Eko 89.75 FM Lagos 18.1% Cosmos Radio 105.5 FM, Enugu 7.2% Globacom 0.160 Raypower 100.5 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% Platinum Habib Bank Plc 0.109 Star 101.5 FM Lagos 11.8% Ray Power 2, 106.5 FM 4.3% Peak Evaporated Milk 0.087 Radio Nigeria 1 103.5 FM, Lagos 10.3% DBS 88.6 FM, Warri 4.3% Metro 97.6 FM, Lagos 8.6% BBC World Service 3.8% Skye Bank 0.087 Bond 92.9 FM 8.5% Treasure 98.5 FM, Port Harcourt 3.4% Nokia Phones 0.081 Brilla 88.9 FM, Lagos 7.8% DBS, Asaba 2.7% United Bank For Africa 0.069 South East South West Starcomms. 0.064 Total 9,315,612 Total 11,371,356 O! Noodles 0.060 Orient 94.4 FM, Owerri 9.5% OSBC 89.5 FM, Osogbo 9.6% Cosmos Radio 105.5 FM, Enugu 9.1% Positive 102.5 FM, Akure 7.7% Star 0.060 Radio Nig (Heartland FM), Owerri 8.9% Gateway 90.45 FM, Abeokuta 7.3% Access Bank Nig. Plc. 0.059 BCA AM, Umuahia 8.5% Paramount 94.5 FM, Abeokuta 7.1% Rad Nig 92.85 Enugu (CoalCity) 6.0% FM Station 100.5 Ekiti 6.9% Mimee Noodles 0.052 Radio Nigeria, Enugu 6.0% Sunshine 96.5 FM, Akure 6.4% Gulder 0.049 Rad. Nig. 102.5 FM Gateway, Awka 4.6% OSRC AM, Akure 6.3% ABS AM, Onitsha 4.6% Radio Nigeria 100.5 Progress FM 6.1% First City Monument Bank 0.048 ABS FM, Awka 4.4% Splash FM ,Ibadan 6.0% Dangote Flour 0.048 BCA FM, Umuahia (Abia FM) 3.8% Premier 93.5 FM, Ibadan 4.7% Intercontinental Bank Plc 0.047 North East North Central First Inland Bank Plc. 0.047 Total 9,128,792 Total 9,821,145 Thermocool Range 0.047 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% Table summary: Celtel spent N0.416bn on radio advertising, making it the topmost brand on radio in 2007. Radio Nigeria Peace, 102.5 FM 8.53% Radio 99 FM Kwara, Ilorin 5.85% (Rounded-off) YBC Damanturu 7.75% Precious 102.5 FM, Lafia 4.82% ABC1 AM, Yola 7.44% Okin 105.7 FM, Offa 4.80% Source: Media Monitoring Services Limited (MMSL) Rad. Nig. 101.5 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 100.5 FM, Jos 2.73%

North West Total 17,219,703 Freedom Radio 99.5 FM, Kano 13.86% The table reads: According to AMPS 2008, BBC Hausa Service 11.89% out of 7,491,297 adults in Lagos, 27.5% claim to have Radio Zamfara 6.57% listened to Cool FM making it the #1 station in Lagos. Pyramid 103.5 FM, Kano 6.25% Radio Lagos, with an estimated listening audience Supreme FM 96.1 Radio Nig., Kaduna 6.00% of 23.8% is the #2 station. Radio Kano FM 5.39% BBC World Service 5.29% Source: AMPS 2008 Deutche Welle 4.58% RIMA 97.1 FM Radio, Sokoto 4.55% Ray Power 106.5 FM, Kano 4.51%

30 31

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Print Advertising Expenditure - Top 20 Product Categories of 2007

Print Trend Category Value (Billions)

Banking and Financial 1.620 Communication and Telecommunication 0.853 Motor Vehicles 0.519 Print Advertising Expenditure Trend Personal Paid 0.342 Public Service 0.247 Corporate 0.221 Telecom Accessories 0.131 Electrical and Electronics 0.101 Lager (Beer) 0.093 Transport and Travel 0.071 Noodles 0.061 6.0 5.52 Broadcast 0.061 Insurance 0.049 5.0 4.80 Education, Imparting Knowledge and Skill 0.044 4.37 Soft Drinks 0.038 ) s

n 4.0 Mattresses and Foams 0.027 o i

l Malt 0.026 l i B

' 3.0 Nutritional Drinks 0.017

? 2.53 ( Tyres 0.014 e

u Religion 0.014 l 2.0 a V 1. 13 Table Summary: The Banking and Financials category topped radio advertising expenditure in 2007 1.0 0.73 0.72 having spent N1.62bn, followed by the Communication and Telecommunication category with N0.853bn. (Figures have been rounded off).

0.0 2001 2002 2003 2004 2005 2006 2007 Print AdEx 1. 13 0 0.728 0.723 2.529 5.516 4.374 4.801

32 33

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Print Advertising Expenditure - Top 20 Product Categories of 2007

Print Trend Category Value (Billions)

Banking and Financial 1.620 Communication and Telecommunication 0.853 Motor Vehicles 0.519 Print Advertising Expenditure Trend Personal Paid 0.342 Public Service 0.247 Corporate 0.221 Telecom Accessories 0.131 Electrical and Electronics 0.101 Lager (Beer) 0.093 Transport and Travel 0.071 Noodles 0.061 6.0 5.52 Broadcast 0.061 Insurance 0.049 5.0 4.80 Education, Imparting Knowledge and Skill 0.044 4.37 Soft Drinks 0.038 ) s

n 4.0 Mattresses and Foams 0.027 o i l Malt 0.026 l i B

' 3.0 Nutritional Drinks 0.017

? 2.53 ( Tyres 0.014 e u Religion 0.014 l 2.0 a V 1. 13 Table Summary: The Banking and Financials category topped radio advertising expenditure in 2007 1.0 0.73 0.72 having spent N1.62bn, followed by the Communication and Telecommunication category with N0.853bn. (Figures have been rounded off).

0.0 2001 2002 2003 2004 2005 2006 2007 Print AdEx 1. 13 0 0.728 0.723 2.529 5.516 4.374 4.801

32 33

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Print Advertising Expenditure - Top 20 Brands of 2007 Press Readership Trend

Brand Value (Billions) Top 10 Newspapers Read Yesterday by Region

Globacom 0.308 Lagos South South MTN 0.250 Total 7,491,297 Total 12,270,221 Celtel 0.158 Punch 2.90% Punch 3.55% Complete Sports 2.20% Complete Sports 2.45% Access Bank Nig. Plc. 0.130 Guardian 1.50% Guardian 2.25% Platinum Habib Bank Plc 0.118 Soccer Star 1.40% Daily Trust 1.33% Skye Bank 0.117 The Sun 1.30% Tribune 1.32% Daily Trust 1.00% The Sun 1.28% Guaranty Trust Bank 0.110 Alaroye 0.90% Vanguard 1.20% United Bank For Africa 0.103 Tribune 0.80% Alaroye 0.86% First Bank 0.103 Vanguard 0.80% The Nation 0.84% This Day 0.70% Champion 0.78% Central Bank Of Nigeria 0.098

Zenith International Bank 0.092 South East South West Diamond Bank 0.092 Total 9,315,612 Total 11,371,356 First City Monument Bank 0.083 Daily Trust 2.27% Complete Sports 2.70% Starcomms. 0.081 Punch 1.99% Punch 2.39% Soccer Star 1.98% Guardian 1.90% Nokia Phones 0.081 The Sun 1.55% Vanguard 1.31% Intercontinental Bank Plc 0.078 Complete Sports 1.52% Daily Trust 1.07% Afribank 0.070 Vanguard 1.27% The Sun 1.04% Daily Independent 0.94% This Day 0.89% Oceanic Bank 0.067 Guardian 0.87% Soccer Star 0.88% IBTC Chartered Bank 0.055 This Day 0.55% Business Day 0.86% Dangote Flour 0.041 Tribune 0.52% Daily Independent 0.85%

North East North Central 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) Total 9,128,792 Total 9,821,145 The Sun 5.08% Punch 3.61% Source: Media Monitoring Services Limited (MMSL) 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% This Table reads: According to AMPS 2008, Complete Sports 1.76% of a total of 7,491,297 adults in Lagos, The Sun 1.71% 2.9% claim to have read Punch Newspaper Guardian 1.58% the previous day making it the most read daily Champion 0.89% newspaper in Lagos, followed by Complete Sports Daily Trust 0.88% with an estimated readership level of 2.2%. Tribune 0.83% Soccer Star 0.81% Source: AMPS 2008 Daily Independent 0.76%

34 35

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Print Advertising Expenditure - Top 20 Brands of 2007 Press Readership Trend

Brand Value (Billions) Top 10 Newspapers Read Yesterday by Region

Globacom 0.308 Lagos South South MTN 0.250 Total 7,491,297 Total 12,270,221 Celtel 0.158 Punch 2.90% Punch 3.55% Complete Sports 2.20% Complete Sports 2.45% Access Bank Nig. Plc. 0.130 Guardian 1.50% Guardian 2.25% Platinum Habib Bank Plc 0.118 Soccer Star 1.40% Daily Trust 1.33% Skye Bank 0.117 The Sun 1.30% Tribune 1.32% Daily Trust 1.00% The Sun 1.28% Guaranty Trust Bank 0.110 Alaroye 0.90% Vanguard 1.20% United Bank For Africa 0.103 Tribune 0.80% Alaroye 0.86% First Bank 0.103 Vanguard 0.80% The Nation 0.84% This Day 0.70% Champion 0.78% Central Bank Of Nigeria 0.098

Zenith International Bank 0.092 South East South West Diamond Bank 0.092 Total 9,315,612 Total 11,371,356 First City Monument Bank 0.083 Daily Trust 2.27% Complete Sports 2.70% Starcomms. 0.081 Punch 1.99% Punch 2.39% Soccer Star 1.98% Guardian 1.90% Nokia Phones 0.081 The Sun 1.55% Vanguard 1.31% Intercontinental Bank Plc 0.078 Complete Sports 1.52% Daily Trust 1.07% Afribank 0.070 Vanguard 1.27% The Sun 1.04% Daily Independent 0.94% This Day 0.89% Oceanic Bank 0.067 Guardian 0.87% Soccer Star 0.88% IBTC Chartered Bank 0.055 This Day 0.55% Business Day 0.86% Dangote Flour 0.041 Tribune 0.52% Daily Independent 0.85%

North East North Central 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) Total 9,128,792 Total 9,821,145 The Sun 5.08% Punch 3.61% Source: Media Monitoring Services Limited (MMSL) 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% This Table reads: According to AMPS 2008, Complete Sports 1.76% of a total of 7,491,297 adults in Lagos, The Sun 1.71% 2.9% claim to have read Punch Newspaper Guardian 1.58% the previous day making it the most read daily Champion 0.89% newspaper in Lagos, followed by Complete Sports Daily Trust 0.88% with an estimated readership level of 2.2%. Tribune 0.83% Soccer Star 0.81% Source: AMPS 2008 Daily Independent 0.76%

34 35

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Top 10 Weekly Magazine Read Past 7 Days by Region

Lagos South South Out-of-Home Trend 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% OOH Advertising Expenditure Trend Ovation (International) 0.20% Genevieve 0.39% Campus Ovation 0.20% Campus Ovation 0.36% Economist 0.10% Fashion & Style 0.35% 8.0 7.38 South East South West 7.14 Total 9,315,612 Total 11,371,356 7.0 6.53 Tell 1.33% Tell 1.26% 6.0

Hints 0.94% Hints 0.75% ) s

Newswatch 0.45% City People 0.48% n

o 5.0 Newsweek 0.34% Fashion & Style 0.48% i 4.54 l l Fashion & Style 0.29% Genevieve 0.47% i B City People 0.27% Newsweek 0.37% ' 4.0 ?

Ovation (International) 0.22% Newswatch 0.35% (

e 3.0

Celebrity 0.19% Ovation (International) 0.32% u l 2.20 Genevieve 0.19% The News 0.27% a 2.02 True Love 0.18% Alaroye 0.26% V 2.0 1. 6 8

1. 0 North East North Central

Total 9,128,792 Total 9,821,145 0.0 Tell 1.91% Tell 1.62% 2001 2002 2003 2004 2005 2006 2007 Newswatch 1.66% Hints 0.99% Outdoor AdEx 1.676 2.195 2.019 4.542 6.532 7.384 7.137 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% OOH Advertising Expenditure - by Region Genevieve 0.44% The News 0.33% Summary: The Lagos region accounts for 58% (N4.146bn) of the total ATL media spend on North West OOH media in 2007. (Figures have been rounded off). Total 17,219,703 Source: Media Monitoring Services Limited (MMSL) Hints 1.12% This table reads: According to AMPS 2008, of a Tell 0.95% total of 7,491,297 adults in Lagos, 0.7% claim to Newswatch 0.48% have read City People magazine in the last 7 days Ovation (International) 0.37% making it the most read weekly magazine in Lagos, Fashion & Style 0.34% followed by Tell with an estimated readership level City People 0.34% of 0.6%. True Love 0.29% Source: AMPS 2008 Ovation (West Africa) 0.28% Reality 0.26% Hints 1.12%

36 37

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA Top 10 Weekly Magazine Read Past 7 Days by Region

Lagos South South Out-of-Home Trend 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% OOH Advertising Expenditure Trend Ovation (International) 0.20% Genevieve 0.39% Campus Ovation 0.20% Campus Ovation 0.36% Economist 0.10% Fashion & Style 0.35% 8.0 7.38 South East South West 7.14 Total 9,315,612 Total 11,371,356 7.0 6.53 Tell 1.33% Tell 1.26% 6.0

Hints 0.94% Hints 0.75% ) s

Newswatch 0.45% City People 0.48% n

o 5.0 Newsweek 0.34% Fashion & Style 0.48% i 4.54 l l Fashion & Style 0.29% Genevieve 0.47% i B City People 0.27% Newsweek 0.37% ' 4.0 ?

Ovation (International) 0.22% Newswatch 0.35% (

e 3.0

Celebrity 0.19% Ovation (International) 0.32% u l 2.20 Genevieve 0.19% The News 0.27% a 2.02 True Love 0.18% Alaroye 0.26% V 2.0 1. 6 8

1. 0 North East North Central

Total 9,128,792 Total 9,821,145 0.0 Tell 1.91% Tell 1.62% 2001 2002 2003 2004 2005 2006 2007 Newswatch 1.66% Hints 0.99% Outdoor AdEx 1.676 2.195 2.019 4.542 6.532 7.384 7.137 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% OOH Advertising Expenditure - by Region Genevieve 0.44% The News 0.33% Summary: The Lagos region accounts for 58% (N4.146bn) of the total ATL media spend on North West OOH media in 2007. (Figures have been rounded off). Total 17,219,703 Source: Media Monitoring Services Limited (MMSL) Hints 1.12% This table reads: According to AMPS 2008, of a Tell 0.95% total of 7,491,297 adults in Lagos, 0.7% claim to Newswatch 0.48% have read City People magazine in the last 7 days Ovation (International) 0.37% making it the most read weekly magazine in Lagos, Fashion & Style 0.34% followed by Tell with an estimated readership level City People 0.34% of 0.6%. True Love 0.29% Source: AMPS 2008 Ovation (West Africa) 0.28% Reality 0.26% Hints 1.12%

36 37

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA OOH Advertising Expenditure - Top 20 Product Categories OOH Advertising Expenditure - Top 20 Brands in OOH

Category Value (Billions) Brand Value (Billions)

Communication and Telecommunication 1.273 Celtel 0.477 Lager (Beer) 0.583 MTN 0.383 Banking and Financial 0.422 Globacom 0.294 Malt 0.276 Guinness Stout 0.160 Milk And Dairy 0.272 Maltina 0.082 Corporate 0.237 Maggi Cube 0.082 Seasonings, Herbs and Spices 0.192 Starcomms. 0.082 Personal Paid 0.188 Malta Guinness 0.079 Soft Drinks 0.177 Indomie Noodles 0.078 Electrical and Electronics 0.160 Star 0.074 Beverages 0.133 Satzenbrau 0.071 Skin Cleansing 0.128 Milo 0.065 Nutritional Drinks 0.113 Gulder 0.065 Telecom Accessories 0.111 Coca-Cola 0.062 Noodles 0.106 Harp 0.059 Dental Care 0.097 Peak Evaporated Milk 0.057 Public Service 0.080 Nokia Phones 0.056 Religion 0.074 Heineken Beer 0.056 Motor Vehicles 0.070 Generating Sets/Other Electrical Products 0.054 NSD Powder 0.068 Intercontinental Bank Plc 0.052

Summary: Communication and Telecommunication is the topmost product category on OOH media by Summary: Celtel spent N0.477bn on OOH advertising, making it the topmost brand on that medium in expenditure with a disbursement of N1.273bn in 2007. The lager category was a distant second with 2007. (Figure has been rounded-off) N0.583bn. (Figures have been rounded-off). Source: Media Monitoring Services Limited (MMSL) Source: Media Monitoring Services Limited (MMSL)

38 39

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA OOH Advertising Expenditure - Top 20 Product Categories OOH Advertising Expenditure - Top 20 Brands in OOH

Category Value (Billions) Brand Value (Billions)

Communication and Telecommunication 1.273 Celtel 0.477 Lager (Beer) 0.583 MTN 0.383 Banking and Financial 0.422 Globacom 0.294 Malt 0.276 Guinness Stout 0.160 Milk And Dairy 0.272 Maltina 0.082 Corporate 0.237 Maggi Cube 0.082 Seasonings, Herbs and Spices 0.192 Starcomms. 0.082 Personal Paid 0.188 Malta Guinness 0.079 Soft Drinks 0.177 Indomie Noodles 0.078 Electrical and Electronics 0.160 Star 0.074 Beverages 0.133 Satzenbrau 0.071 Skin Cleansing 0.128 Milo 0.065 Nutritional Drinks 0.113 Gulder 0.065 Telecom Accessories 0.111 Coca-Cola 0.062 Noodles 0.106 Harp 0.059 Dental Care 0.097 Peak Evaporated Milk 0.057 Public Service 0.080 Nokia Phones 0.056 Religion 0.074 Heineken Beer 0.056 Motor Vehicles 0.070 Generating Sets/Other Electrical Products 0.054 NSD Powder 0.068 Intercontinental Bank Plc 0.052

Summary: Communication and Telecommunication is the topmost product category on OOH media by Summary: Celtel spent N0.477bn on OOH advertising, making it the topmost brand on that medium in expenditure with a disbursement of N1.273bn in 2007. The lager category was a distant second with 2007. (Figure has been rounded-off) N0.583bn. (Figures have been rounded-off). Source: Media Monitoring Services Limited (MMSL) Source: Media Monitoring Services Limited (MMSL)

38 39

NIGERIA WEST & CENTRAL AFRICA NIGERIA WEST & CENTRAL AFRICA 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) 630,200 96-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

NIGERIA WEST & CENTRAL AFRICA 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) 630,200 96-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

NIGERIA WEST & CENTRAL AFRICA