WEST & CENTRAL AFRICA

INTRODUCTION

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2 BURKINA FASO 66 INFORMATION ABOUT BURKINA FASO 66 KEY FACTS 67 THE MEDIA OVERVIEW Contents 68

NIGERIA 8 8 INFORMATION ABOUT NIGERIA COTE D’IVOIRE KEY FACTS 10 69 ECONOMIC INDICATORS 11 1 POPULATION & DEMOGRAPHICS INFORMATION ABOUT COTE D’VOIRE 69 THE MEDIA OVERVIEW 13 KEY FACTS THE MEDIA OVERVIEW 70 16 71 24 29 34 40

GHANA 45 DEMOCRATIC REPUBLIC OF CONGO (DRC) 72 INFORMATION ABOUT GHANA 45 INFORMATION ABOUT DR CONGO 72 KEY FACTS KEY FACTS 2 THE MEDIA OVERVIEW 45 73 49 THE MEDIA OVERVIEW 74

51 53 57

CAMEROUN 59 GABON 76 INFORMATION ABOUT CAMEROUN 59 INFORMATION ABOUT GABON 76 KEY FACTS 60 KEY FACTS 77 3 THE MEDIA OVERVIEW THE MEDIA OVERVIEW 61 78

BENIN 62 MALI 81 INFORMATION ABOUT BENIN 62 INFORMATION ABOUT MALI 81 KEY FACTS 63 KEY FACTS 82 THE MEDIA OVERVIEW 4 THE MEDIA OVERVIEW 64 83

4 5 NIGER 85 INFORMATION ABOUT NIGER 85 KEY FACTS 86 THE MEDIA OVERVIEW 87

SENEGAL 89 INFORMATION ABOUT SENEGAL 89 KEY FACTS THE MEDIA OVERVIEW 90 91

TOGO 93 INFORMATION ABOUT TOGO 93 KEY FACTS 94 AD ONE THE MEDIA OVERVIEW 96

APPENDIX 98

6 Chapter ECONOMY Nigeria's economy is heavily dependent on the oil and gas sector, which accounts for 99% of export revenues, 85% of government revenues, and about 52% of Gross Domestic Product (GDP). With its INFORMATION ABOUT NIGERIA large reserves of human and natural resources, Nigeria has the potential to build a prosperous economy, reduce poverty significantly, and meet the needs of its population which includes health, education, infrastructure and other basic amenities.

Key changes in the economic sceneduring 2009 - 2011

The Federal Government's amnesty offer and rehabilitation program in oil rich Niger Delta has been largely successful, drastically impacting the activities of the Movement for the Emancipation of the Niger Delta (MEND) and the Niger Delta Vigilante Movement. This has resulted in higher oil production, estimated at 2 million barrels per day.

The government's budget for 2011 stands at N4.972 trillion.

Monthly inflation was about 13.5% as at January 2011, and 2010 GDP growth rate was 7.85% (National Bureau of Statistics). The threat of inflation is expected owing to anticipated government spending in addition to high international oil and food prices.

The country's foreign reserves, which peaked at $67 billion in July 2008, had dropped to $54 BACKGROUND billion by December 2008 and further dropped to $33.12billion in January 2011. With a population of 140 million people, Nigeria is the largest country in Africa and accounts for 47% Assets Management Company of Nigeria (AMCON), purchase of NPLs to clean up banks will of the population of . It is made up of about 250 ethnic groups, 500 indigenous languages, encourage lending to the real sector and stimulate the capital markets. and two major religions - Islam and Christianity. The larger ethnic groups are Hausa-Fulani in the North, Nigeria is the 30th fastest growing insurance market in the world and the 6th largest market in Igbo in the Southeast, and Yoruba in the Southwest. Nigeria is the second largest economy in Africa Africa, according to Nigerian Insurers Association. and accounts for 41% of West Africa's GDP. Telecoms, a strategic sector in Nigeria has witnessed consistent growth in the past decade. The teledensity rose from 63.11% to 68.5%, while active lines rose from 88.3 million to 95.8 million POLITICS within the same period. A presidential election was conducted in Nigeria on 16th April 2011 and the incumbent president Current developments in Nigeria's broadband market will lead to unprecedented high speed Mr. Jonathan Goodluck Ebele was re-elected for another term. The President reiterated his internet services, making telecommunication cheaper, more reliable and much faster for customers. three point agenda for immediate attention. These are: According to a World Bank report, Nigerians' consumption of power is the lowest in the world with a per-capital consumption of 155KWh. · Niger Delta amnesty · Upgrading and improving power supply The energy sector has failed to meet the 6,000MW of electricity generation capacity promised by · Electoral reform the late President Yar'Adua. The Federal Government therefore put in place machinery for the privatization of the power sector and plans to privatize 18 power distribution and generation firms by the end of May 2011. The President has since set in motion different activities geared towards furthering this agenda. Russia and China are currently working on how to establish footholds in the Nigerian oil and gas industry. Most international agencies lauded the recent elections as free and fair and a harbinger of stable long term democracy in Nigeria. Nigeria supplies 10% of the world's liquefied natural gas (LNG) at approximately 500 million cubic feet per day. Proven reserves were estimated at 187 trillion cubic feet at the beginning of 2010.

Nigeria is the United State's largest trading partner in Sub-Saharan Africa. 8 9 KEY FACTS MONTHLY INFLATION TRENDS (2000 - 2012 IN %)

Geography 2009 2012 Climate Varies; equatorial in the South, tropical in the centre, arid in the North 5.2 8.6 18.9 12.3 15.0 17.9 8.0 5.5 12.0 12.6 13.5 10.9 Area Total: 923,768 sq km 14 .0 Land: 910,768 sq km 3.9 10.3 18.9 11.4 16.5 12.9 17.8 7.7 5.5 12.6 12.7 13.2 11.0 Water: 13,000 sq km 2.7 11.9 18.8 10.5 17.8 12.5 17.4 7.2 5.8 13.1 12.8 13.0

Natural Resources Natural gas, petroleum, tin, iron ore, coal, limestone, niobium, lead, 1.8 13.9 17.9 10.1 18.5 12.6 16.9 6.5 6.1 13.5 12.9 12.7 zinc,arable land 1.1 15.7 16.8 10.0 19.4 12.5 16.4 6.0 6.5 13.8 12.9 12.6 Land Use Arable land: 33.02% 0.9 16.6 16.4 10.1 19.4 12.9 15.5 5.9 7.0 13.7 13.1 12.3 Permanent crops: 3.14%; Others: 63.84% (2005) 1.2 17.7 16.2 10.0 19.1 14.2 13.5 6.0 7.8 13.4 13.3 12.0 Economy GDP(purchasing power parity) $414.5 billion (2011 est.) 2.2 18.1 15.6 10.0 19.1 15.5 11.4 6.1 8.5 13.3 13.5 11.6 GDP - per capita (PPP) $2,600 (2011 est.) 3.3 18.4 14.8 10.7 18.2 16.8 10.0 5.9 9.2 13.1 13.8 11.4

GDP - composition by sector Agriculture: 35.4% 4.5 18.6 13.6 12.3 17.1 17.4 9.0 5.7 10.1 12.8 13.9 11.1 Industry: 33.6% 5.8 18.7 13.2 13.0 16.1 17.8 8.5 5.5 10.9 12.6 13.9 11.0 Services: 31% (2011 est.) 6.9 18.9 12.9 14.0 15.0 17.9 8.2 5.4 11.6 12.5 13.7 10.8 Exports $101.1 billion f.o.b. (20011 est.) Exports – commodities Petroleum and petroleum products (95%), cocoa, rubber *From the table above, the inflation rate was 11.0 % as at February 2012. Exports – partners US 37.4%, India 10.5%, Brazil 7.8%, Spain 6.9% (2010) Source: Central Bank of Nigeria Imports $67.36 billion f.o.b. (2010 est.) Imports - commodities Machinery, chemicals, transport equipment, manufactured goods, food and live animals Imports – partners China 15.4%, Netherlands 9.7%, US 9.3%, France 4.8%, UK 4.2% (2010) Currency (code) Naira (NGN) Communications

Internet hosts 1,378 (2010) Internet users 43.989 million (2009) Telephones - main lines in use 1.05 million (2010) Telephones - mobile cellular 87.298 million (2010)

Source: CIA World Facts Book

10 11 ECONOMIC INDICATORS POPULATION AND DEMOGRAPHICS Combined Urban andRural State Consumer Price Index (Base Period: November 2009 = 100) Dec-10 State Nov-11 Dec-11 Food All Items Food All Items Food All Items State Capitals Area Sq.Km % Population %Male Female Totals 934,666 100% 140,003,542 100% 126.30 120.90 121.60 136.20 138.20 Abia 120.20 Abia 7,081 0.8 2,833,999 2.0 51% 49% 115.30 112.20 128.00 125.30 133.20 124.40 Adamawa Yola 36,917 3.9 3,168,101 2.3 51% 49% Adamawa 115.30 111.60 120.90 103.40 123.10 120.70 Akwa Ibom 4,844 0.5 3,920,208 2.8 52% 48% Akwa 118.50 114.30 127.90 104.50 103.40 127.20 Anambra 4,320 0.5 4,182,032 3.0 52% 48% Ibom 122.00 116.90 115.80 167.70 150.20 113.80 Bauchi 34,605 3.7 4,676,465 3.3 52% 48% Anambra 116.10 115.40 128.70 135.90 146.10 131.80 Bayelsa 11,920 1.3 1,703,358 1.2 53% 47% Bauchi 115.30 114.70 123.00 105.00 103.50 119.10 Benue 70,898 7.6 4,219,244 3.0 51% 49% Bayelsa 111.30 111.10 128.40 130.50 126.80 125.00 Borno 34,059 3.6 4,151,193 3.0 52% 48% Benue 111.60 110.00 125.10 126.20 137.50 135.20 Cross River 20,156 2.2 2,888,966 2.1 52% 48% Borno 121.30 120.40 126.10 104.20 102.70 121.80 Delta Asaba 17,698 1.9 4,098,391 2.9 51% 49% Cross River 117.00 123.50 103.90 103.30 114.80 123.20 Ebonyi 17,400 1.9 2,173,501 1.6 48% 52% Delta 197.70 161.50 100.50 101.00 133.70 128.20 Edo 17,802 1.9 3,218,332 2.3 51% 49% Ebonyi 104.90 123.30 112.60 109.30 136.00 144.00 Ekiti Ado-Ekiti 9,707 1.0 2,384,212 1.7 51% 49% Edo 110.90 115.60 116.00 112.90 114.90 124.50 Enugu 7,431 3,257,298 2.3 Ekiti 0.8 50% 50% 122.20 115.20 120.90 108.50 122.90 115.90 Gombe 2,353,879 Enugu Gombe 30,000 3.2 1.7 52% 48% 113.90 113.90 120.70 123.40 173.40 152.80 Imo Gombe 5,530 0.6 3,934,899 2.8 52% 48% 100.30 105.20 136.30 126.50 158.10 133.20 Imo Jigawa 23,152 2.5 4,348,649 3.1 51% 49% 113.80 113.60 124.30 126.50 127.80 125.80 Jigawa Kaduna 46,853 5.0 6,066,562 4.3 51% 49% 115.30 113.70 123.80 124.00 128.40 127.70 Kaduna Kano 20,131 2.2 9,383,682 6.7 52% 48% 116.20 114.20 127.90 126.60 125.90 125.90 Kano Katsina 36,800 3.9 5,792,578 4.1 51% 49% 115.30 111.80 127.20 128.60 118.40 Katsina 119.00 Kebbi 24,192 2.6 3,238,628 2.3 50% 50% 111.80 111.70 123.20 121.20 124.90 Kebbi 125.00 Kogi 29,833 3.2 3,278,487 2.3 52% 48% 127.20 131.60 131.60 Kogi 115.30 114.20 131.30 Kwara 36,825 3.9 2,371,089 1.7 51% 49% 107.90 127.90 Kwara 109.20 109.70 114.20 137.80 3,345 0.4 9,013,534 6.4 52% 48% 125.00 135.00 Lagos 120.80 119.80 123.70 120.90 Nassarawa 20,000 2.1 1,863,275 1.3 51% 49% 122.40 116.00 120.50 Nassarawa 114.70 112.60 123.10 Niger 76,363 8.2 3,950,249 2.8 51% 49% 122.50 125.90 131.10 Niger 111.70 112.00 125.50 Ogun 9,251 1.0 3,728,098 2.7 50% 50% 119.30 127.10 124.50 Ogun 116.70 113.70 120.40 Ondo 16,762 1.8 3,441,024 2.5 51% 49% 129.50 147.80 137.30 Ondo 118.10 114.40 125.00 Osun Oshogbo 11,252 1.2 3,423,535 2.4 51% 49% 113.60 112.10 107.00 Osun 111.90 106.70 119.40 Oyo 28,454 3.0 5,591,589 4.0 50% 50% 120.10 113.80 117.40 Oyo 112.20 111.80 120.80 Plateau 38,030 4.1 3,178,712 2.3 50% 50% 120.20 124.00 125.80 Plateau 111.30 111.20 123.60 Rivers Port-Harcourt 9,930 1.1 5,185,400 3.7 52% 48% 121.70 103.80 103.40 Rivers 116.20 112.40 116.60 Sokoto 45,435 4.9 3,696,999 2.6 51% 49% 116.40 116.40 122.60 Sokoto 114.20 114.30 121.40 Taraba 54,473 5.8 2,300,736 1.6 52% 48% Taraba 112.00 112.40 120.80 116.30 115.30 112.30 Yobe Damaturu 45,502 4.9 2,321,591 1.7 52% 48% Yobe 118.70 119.80 102.50 102.60 115.60 114.20 Zamfara 20,400 2.2 3,259,846 2.3 50% 50% Zamfara 120.80 119.30 120.90 117.80 113.20 111.40 FCT Abuja Abuja 7,315 0.8 1,405,201 1.0 53% 47% Note: This table shows the composite Consumer Price Index (CPI). It measures changes in the average level of retail prices paid by *From the table above, accounts for 0.4% of the area of Nigeria and 6.4% of its population; 52% of its population is Male consumers living in both urban and rural areas. Indices may not be used for inter-state price comparison because market baskets differ while 48% is Female. from state to state. Source: National Bureau of Statistics Source: National Bureau of Statistics (2006 Census)

12 13 POPULATION PROFILE Demographics Total % Total 127,787,529 100 Gender Male 65,529,575 51.3% Female 62,257,954 48.7% Age Group 7 - 14 Years 21,310,600 16.7% 15 - 17 Years 8,251,484 6.5% 18 - 24 Years 34,795,254 27.2% 25 - 34 Years 34,290,752 26.8% 35 - 44 Years 15,657,567 12.3% 45 - 54 Years 8,338,097 6.5% 55 Years And Above 5,143,775 4.0% Education Level (Full) No Schooling 6,348,905 5.0% Primary School 23,826,149 18.6% High School Completed 52,541,699 41.1% A' Levels Completed 11,033,445 8.6% Diploma/Technical/Sub-Degree 16,703,923 13.1% University Degree 11,865,141 9.3% Professional 940,464 0.7% Post Graduate 1,224,226 1.0% Arabic School 1,880,423 1.5% Others 1,423,153 1.1% HouseholdIncome Less Than N5,000 491,801 0.4% 5,000 But Less Than 20,000 9,511,046 7.4% 20,000 But Less Than 40,000 18,950,489 14.8% 40,000 But Less Than 60,000 14,778,652 11.6% 60,000 But Less Than 80,000 7,946,070 6.2% 80,000 But Less Than 100,000 5,440,718 4.3% 100,000 But Less Than 140,000 3,063,472 2.4% 140,000 But Less Than 200,000 1,762,241 1.4% 200,000+ 3,541,787 2.8% Refused 62,340,931 48.8% LSM Group LSM 1 (E) 5,912,987 4.6% LSM 2 (E) 17,108,415 13.4% LSM 3 (D) 34,000,988 26.6% LSM 4 (D) 24,944,976 19.5% LSM 5 (D) 14,902,600 11.7% LSM 6 (C2) 10,151,023 7.9% LSM 7 (C2) 6,000,807 4.7% LSM 8 (C2) 3,171,686 2.5% LSM 9 (C1) 5,914,076 4.6% LSM 10 (C1) 2,424,859 1.9% LSM 11 (B) 1,716,537 1.3% LSM 12 (A) 1,538,576 1.2% *From the table above, according to AMPS 2011 (rolling 12 months' survey), the adult population is127,787,529 ; 51.3% are male and 48.7% are female. (AMPS 2011 covers urban, semi-urban & rural parts of Nigeria)

14 Media Overview Over 87 titles Press – Dailies – Midweek/Weekend – Sports/Business Over 140 terrestrial TV stations – 1 Federal network service Audience Measurement Television • Nigerian Television Authority (NTA) with about 95 stations – All Media and Products Survey (NigAMPS) – 3 Privately owned network services • Africa Independent Television (AIT) with 8 stations Over 70 titles • Silverbird Television (STV) with 6 stations Magazines – Weeklies & Monthlies – 36 State-owned stations – 15 Private stations – News magazines/Entertainment – More than 3 Direct-To-Home Platforms – Business/Sport • DSTV with over 68 stations – Foreign/International titles • HiTV with 31 stations Audience Measurement • Daarsat with over 50 stations – All Media and Products Survery (NigAMPS) Audience Measurement – Diaries (TV Audience Measurement Survey - TAMS) Over 165 outdoor firms managing almost 21,000 boards pan-Nigeria (this is being reduced drastically due to the activities of state regulatory bodies like LASAA, OGSAA) Over 150 Radio stations Out-Of-Home – Street Lamp Posts Radio – 1 Federal network • Federal Radio Corporation of Nigeria (FRCN) – 40 Sheet Boards with 43 individual stations – 48 Sheet-Rooftop Boards – Over 63 State-owned stations (on AM & FM bands) – 96 Sheet Boards – Over 60 privately-owned stations – 4 x 8m Backlit Boards – 4 Community/University stations – Digital Screens • Unilag FM (Lagos) – Illuminated Advertising Towers (IATs) • NOUN FM (National Open University of Nigeria-(Lagos)) – Gantries • ABU FM, – Bridge Panels • Unizik FM, Audience Measurement – Wall Drapes – Diaries (Radio Audience Measurement Survey - RAMS) – Wall/Bus Branding – Bus Shelters Audience Measurement – All Media and Products Survey (NigAMPS)

16 17 ABOVE-THE-LINE (ATL) ADVERTISING EXPENDITURE

2011

20.54 51.41 28.288 51% 38.349 42.20% 39.656 40.70% 46.076 44.84% 7.519 8.81 8.807 16% 12.511 13.80% 12.807 13.10% 13.142 12.79% Media Penetration 7.137 7.8 9.516 17% 24.25 26.70% 28.562 29.30% 28.142 27.39% 4.801 12 9.193 16% 15.815 17.40% 16.524 16.90% 15.395 14.98% 39.997 100 55.804 100% 90.925 100% 97.549 100% 102.755 100% PENETRATION OF MEDIA VEHICLES *From the table above, TV accounted for 44.84 % ( N'46.076bn) of the total expenditure of 102.755bn spent in 2011; TV was the fastest growing medium and increased its share of expenditure from 40.7% in 2010 to 44.84% in 2011.

Total Lagos S/South S/East S/West N/East N/Central N/West

Total 127,787,529 17,311,176 10,487,339 15,223,380 18,001,928 16,494,514 19,588,790 30,680,402 100

90

80 80.6% 95.6% 88.5% 79.7% 84.2% 81.7% 75.5% 72.0% 82.9% 79.3% 75.2% 83.5% 86.6% 86.8% 78.0% 87.2% 70 25.7% 43.2% 28.0% 31.9% 34.7% 23.3% 20.7% 14.4% 60 26.1% 30.6% 26.5% 34.2% 30.1% 26.0% 19.4% 22.5% 50 Outdoor/Posters 74.1% 85.0% 71.3% 71.7% 80.0% 79.9% 75.8% 65.4% 16.1% 27.8% 15.2% 19.5% 19.1% 16.4% 14.8% 9.7% 40 30 *From the table above, according to AMPS 2011, TV has a penetration of 80.6% among the adult population sampled; Radio 20 is 82.9%, Newspaper 25.7%, Magazine 26.1%, Out Of Home 74.1% and Internet 16.1%. 10 Note: For TV, Radio & Print - accessed at least once in the last 1 week 0 For Magazine, Outdoor & Internet - accessed at least once in the last 1 Month. TV Radio Outdoor Press Total

2007 2008 2009 2010 2011

2008 Vs. 2007 2009 Vs. 2008 2010 Vs. 2009 2011 Vs. 2010 39.5% 62.9% 7.3% 5.3% 37.7% 35.6% 3.4% 16.2% 17.1% 42.1% 2.4% 2.6% 33.3% 154.8% 17.8% -1.5% 91.5% 72.0% 4.5% -6.8%

*From the table above, the total ATL advertising spend in 2011 increased marginally by 5.3% over 2010. Source: Media Monitoring Services Ltd (MMSL)

18 19 Categories of 2011

4th 1st Quarter Quarter 23% 30% 31.14 30% Telecommunication 20.118 22.96 22% Personal Paid 8.654 22% 24.62 24% 24% Entertainment, Leisure & Tourism 5.976 24.05 23% Lager Beer 5.696 3rd 100% 102.75 Quarter 2nd Corporate 2.939 Quarter Milk & Dairy 2.824 Banking & Finance 2.740 *From the table above, the highest spend of 30% ( 31.14bn) of the total ATL media spend occurred in the 1st quarter of 2011. Religion 2.635 Source: Media Monitoring Services Ltd (MMSL) Public Service 2.037 Skin Cleansing 1.645 Soft Drinks 1.608 Telecom Accessories 1.457 Malt 1.450 Pasta 1.329 Nutritional Drinks 1.117 NSD Powder 1.091 Cocoa Beverages 1.023

15 Dental Care 0.909 11 Education 0.883 55.778 54% Transport 0.791 20.130 20% 11.485 11% *From the table above, 20.118bn of the total ATL advertising expenditure makes the Telecommunications 15.46 15% 20 category the highest spending product category in 2011. 102.755 100% 54 Source: Media Monitoring Services Ltd (MMSL)

*From the table above, the Lagos region accounts for 54% of the total Above–The–Line (ATL) advertising expenditure of 102.755bn in 2011.

Source: Media Monitoring Services Ltd (MMSL)

20.118

8.654 5.976 5.696 2.939 2.824 2.740 2.635 2.037 1.645 g n si n a e

Religion l

Corporate C

Lager Beer n

Milk & Dairy ki

Personal Paid

Public Service Entertainment,

S Leisure & Tourism

Banking & Finance

Telecommunications

20 21 Top 20 Brands of 2011

MTN 6.381 Globacom 5.704 Etisalat 4.255 Airtel 3.439 Guinness Stout 1.779 Peak Milk 1.204 Star Beer 1.188 Indomie Noodles 1.056 Maltina 0.833 Harp Beer 0.784 Nokia Phones 0.721 Gulder Beer 0.602 Dettol Soap 0.574 Dettol Range 0.526 Samsung Phones 0.488 Qatar Airways 0.476 Mortein 0.456 Heineken Beer 0.452 Legend Extra 0.426 Three Crowns Milk 0.422 *From the table above, MTN is the brand with the highest ATL advertising expenditure in 2011, having spent 6.381bn.

Source: Media Monitoring Services Ltd (MMSL)

6.381 5.704

4.255 3.439

1.779 1.204 1.188 1.056 0.833 0.784

MTN

Airtel

Etisalat

Maltina

Star Beer

Peak Milk

Globacom

Harp Beer

Guinness Stout

IndomieNoodles

22 TV AdvertisingExpenditure–Top 20 Product Categories of 2011

Entertainment, Leisure & Tourism 5.101 Television Trends Telecommunication 4.133 Religion 2.111 Lager Beer 1.875 46.076 Personal Paid 1.312 39.656 Skin Cleansing 1.168 38.349 Public Service 0.928 28.290 Pasta 0.807 Milk & Dairy 0.714 20.540 Soft Drinks 0.709 14.990 Dental Care 0.704 Banking & Finance 0.703 5.240 5.950 2.580 2.580 Transport 0.596 NSD Powder 0.586 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Malt 0.579 Tv Ad Exp 2.58 2.56 5.24 5.95 14.99 20.54 28.29 38.349 39.656 46.076 Nutritional Drinks 0.562 Disinfectants 0.444 Telecom Accessories 0.435 Corporate 0.424 1st 4th Quarter Insect Repellents 0.415 Quarter

27% *From the table above, the Telecommunications product category spent 4.133bn on TV in 2011. 12.801 28% 28% Source: Media Monitoring Services Ltd (MMSL) 9.740 21% 24% 21% 11.275 24% 12.261 27% 3rd 2nd 100% Quarter 46.076 Quarter 5.101

*From the table above, 28% ( 12.801bn) and 27% ( 12.261bn) of the total ATL media spend on TV occurred in the 1st and 4th quarters 4.133 of 2011 respectively.

2.111 West 1.875 East 18% 1.312 9% 1.168 0.928 0.807 21.920 48% 0.714 0.709 11.653 25% 4.266 9% 8.161 18% North Lagos

46.001 100% 25% 48% Pasta

Religion

Soft Drinks Lager Beer

*From the table above, the Lagos region accounts for 48% ( 21.920bn) of the total ATL media spend on TV in 2011. Milk & Dairy

Personal Paid

Public Service Entertainment,

Source: Media Monitoring Services Limited (MMSL) Skin Cleansing

Leisure & Tourism Telecommunication

24 25 27 790 176 928 , , , 6% 6% 5% 4% 4% 4% 4% 4% 3% 9% 7% 6% 6% 6% 6% 6% 10% 588 12% 12% 10% 9% 9% 8% 8% 7% 7% 6% 5% 5% 311 001 , 10% , , 19 17 18 Ibadan th u l45&7 th West th So l u u *From the table above, accordingindividuals to in AMPS Lagos, 2011, 52% of claimprevious 10,487,339 to day. have watched Galaxy TV the AIT Abuja NTA Ilorin NBS TV NTA Jos NTA Lafia Tota NTA Minna NTA Makurdi NTA Lokoja CTV Lokoja PRTV Jos Total OSBC Akure NTA Channe BCOS Channel 28 Ibadan NTA Akure NTA OSBC Osogbo GTV Channel 25 Abeokuta Ekiti TV NTA Ado-ekiti Galaxy TV Ibadan So Total AIT RSTV Port Harcourt STV Ch 31 Port Harcourt NTA Uyo AKBC Uyo DBS TV ITV Benin Silverbird TV Benin NTA Asaba NTA Port Harcourt So 514 , 339 , 380 402 , , 9% 8% 7% 7% 5% 4% 3% 3% 2% 494 11% 52% 50% 46% 41% 40% 36% 17% 15% 13% 12% , 17% 11% 10% 9% 7% 6% 5% 5% 4% 4% 487 , 223 9% 8% 7% 7% 7% 7% 6% 5% 680 , 11% 10% , 16 10 15 30 Data p l th East l u

Galaxy TV Lagos AIT Lagos Silverbird TV Lagos LTV Channel 8 Lagos Mitv Lagos TV Continental (TVC) Channels TV Lagos Superscreen Lagos NTA Channel 10 Lagos DBN Lagos Tota NTA Yola ATV Yola NTA Maiduguri BRTV Maiduguri NTA Bauchi NTA Jalingo NTA Gombe BATV Bauchi YBC Damaturu NTA Damaturu ABS Awka NTA Awka NTA Enugu NTA Channel 35 Onitsha NTA Aba MST Obosi Orient(IBC) TV Owerri AIT Enugu NTA Owerri BCA TV Umuahia Tota Lagos So TV Viewershi NTA Kano NTA Sokoto Sokoto State TV AIT Kaduna NTA Kebbi KTV Kebbi AIT Kano NTA Gusau NTA Katsina NTA Kaduna Airtel

0.340 Maltina

0.374 0.213 0.207 0.194 0.432 0.406 0.374 0.340 0.296 0.295 0.274 0.248 0.238 0.231 0.226 1.733 1.277 0.782 0.725 0.673 0.473 Mortein

0.406 etlSoap Dettol

0.432 aa Airways Qatar

0.473 noi Noodles Indomie ds of 2011 0.673 n trBeer Star 0.725 20 Bra

p Globacom 0.782 d-To

n e Etisalat p 1.277

gS n MTN 1.733 MTN Etisalat Globacom Star Beer Indomie Noodles Qatar Airways Dettol Soap Mortein Maltina Airtel Gulder Beer Dettol Range Nokia Phones Heineken Beer Dettol Soap Original Harpic Peak Milk Stanbic IBTC Bank Harp Beer Dettol Cool 26 *From the table above, MTN spentSource: Media 1.733 Monitoring bn Services on Ltd TV (MMSL) Advertising making it the topmost brand on TV in 2011. TV Advertisi Radio Trends

12.807 13.142 12.511

8.807 7.52

5.667 4.375 3.275 1.905 1.805

2011

1.905 1.805 3.275 4.375 5.667 7.52 8.807 12.511 12.807 13.142

4thQuarter 1st Quarter

29% 23% 2.992 23% 2.727 21% 27% 21% 3.571 27% 3.852 29% 2nd Quarter 13.142 100% 3rd Quarter

*From the table above, 29% ( 3.852bn) of the total ATL media spend on Radio occurred in 4th quarter of 2011.

West 23% Lagos 28%

3.678 28% 3.287 25% 3.165 24% East 3.031 23% 24% 13.163 100 North 25%

*From the table above, ATL media spend on radio falls within the same range across all four regions. However, media spend in Lagos is slightly higher than other regions at 3.678 billion - representing 28% of total advertising expenditure on radio.

Source: Media Monitoring Services Limited (MMSL)

28 29 Radio AdvertisingExpenditure-Top 20 Product Categories of 2011 Radio AdvertisingExpenditure-Top 20 Product Brands of 2011

Telecommunication 3.365 1.048 Entertainment, Leisure & Tourism 0.794 Etisalat MTN 0.944 Milk & Dairy 0.461 Airtel 0.847 Malt 0.407 Globacom 0.441 Personal Paid 0.398 Peak Milk 0.203 Lager Beer 0.393 Indomie Noodles 0.203 Religion 0.361 Maltina 0.195 Public Service 0.355 Nokia Phones 0.180 Telecom Accessories 0.348 Amstel Malta 0.115 Banking & Finance 0.328 Samsung Phones 0.110 Soft Drinks 0.265 Star Beer 0.103 Pasta 0.259 Milo 0.082 NSD Powder 0.246 Bournvita 0.080 Cocoa Beverages 0.227 Gulder Beer 0.074 Corporate 0.176 Legend Extra 0.073 Seasonings 0.163 Cowbell Milk 0.073 Analgesics 0.116 Omo Multi Active 0.069 Foams & Mattresses 0.112 Vita Foam 0.067 Dental Care 0.076 Skye Bank 0.065 Transport 0.075 Three Crowns Milk 0.064

*From the table above, Etisalat spent 1.048bn on Radio Advertising, making it the topmost brand on Radio in 2011. *From the table above, telecommunication is the topmost product category on Radio by advertising expenditure with a Source: Media Monitoring Services Ltd (MMSL) spend of 3.365bn in 2011.

Source: Media Monitoring Services Ltd (MMSL)

1.048 3.365 0.944 0.847

0.441 0.794

0.461 0.407 0.398 0.393 0.361 0.203 0.203 0.355 0.348 0.328 0.195 0.180 0.115 0.110

Malt

Religion

MTN

Lager Beer

Airtel

Milk&Dairy

Personal Paid

Maltina

Etisalat

Public Service

Entertainment,

Peak Milk

Globacom

Leisure & Tourism

Banking & Finance

Telecommunication

Amstel Malta

Telecom Accessories

Nokia Phones

Indomie Noodles

Samsung Phones

30 31 10,487,339 Total 17,311,176 Wazobia 95.1 FM, Lagos 33% Wazobia 94.1 FM,P/H 12% Radio 107.5 FM, Tiwantiwa 26% AKBC 2 90.5 FM, Uyo 10% Bond 92.9 FM, Lagos 24% Atlantic 104.5 FM, Uyo 10% Cool 96.9 FM, Lagos 20% CR Radio (105.5 FM), Calabar 4% Ray Power 100.5 FM, Lagos 17% Rhythm FM, P/H 3% Choice 103.5 FM, Lagos 15% DBS, Asaba 3% Star 101.5 FM, Lagos 14% Cool 95.9 FM, P/H 3% Eko 89.5 FM, Lagos 14% Treasure 98.5 FM, P/H 3% Top 90.9 FM, Lagos 13% Independent FM, Benin 2% Brilla 88.9 FM, Lagos 12% Rhythm 93.7 FM, Benin 2%

South East South West Total 15,223,380 Total 18,001,928 ABS FM, Awka 18% Adaba 88.9 FM, Akure 15% BCA Umuahia 10% Splash 105.5 FM, Ibadan 14% Purity 102.5 FM, Awka 9% Amuludun FM, Ibadan 11% Coal City 92.85 FM, Enugu 6% BCOS 98.5 FM, Ibadan 8% Unity 101.5 FM, Abakaliki 6% OSBC 89.5 FM, Osogbo 7% Heartland 100.5 FM, Owerri 6% Positive 102.5 FM, Akure 7% Rhythm FM, Awka 5% Progress 100.5 FM, 6% Orient 94.4 FM, Owerri 5% Premier 93.5 FM, Ibadan 6% Pacesetter FM, Umuahia 5% Orisun 89.5 FM, Ile 5% Madonna Radio, Okija Onitsha 3% Voice Of Ekiti 91.5 FM, Ado 4%

North East North Central Total 16,494,514 Total 19,588,790 BBC (Hausa Service) 16% FM 94, Lokoja 7% Fombina 101 FM, Yola 12% Grace 95.5 FM, Lokoja 7% ABC 1, Yola 10% BBC (Hausa Service) 6% ABC 2 FM, Yola 7% Joy 96.5 FM, OtukpoBenue 6% TSBC Jalingo 7% Radio (FM) Makurdi 5% VOA (Voice Of America) 7% Nasarawa Radio 97.7 FM 4% FM BauchiRadio 93.3 6% Rhythm 93.7 FM, Jos 4% FM, Maiduguri 5% Hamony 103.5 FM, Ilorin 4% Lighthouse 101.5 FM, Yola 5% Precious 102.5 FM Lafia 3% Pearl 98.5 FM, Bauchi 4% Peace 90.5 FM, Jos 3%

30,680,402 Freedom Radio 99.5 FM, 22% KanoBBC (Hausa Service) 9% Rima 97.1 FM, 8% *From the table above, according to AMPS 2011, of Radio Sokoto 7% 10,487,339 individuals in Lagos, 33% claim to have Radio Kebbi, Birnin Kebbi 7% Royal 101.5 FM, Sokoto listened to Wazobia 95.1 FM the previous day. 7% Radio Kano, FM Equity 103.5 FM, Birnin Kebbi 7% Radio Jigawa 6% Freedom FM, Dutse 5% Companion 104.5 FM, Katsina 5%

32 Print AdvertisingExpenditure-Top 20 Product Categories of 2011

Value ( Billion)

Personal Paid 6.474 Corporate 2.076 PrintTrends Telecommunication 1.428 Banking & Finance Education 1.065 Public Service 0.692 Motor Vehicles 0.625 Electrical Appliances 0.355 Print AdvertisingExpenditure Lager Beer 0.311 Telecom Accessories 0.308 16.524 Religion 0.262 15.816 Transport 15.395 Soft Drinks 0.152 Milk & Dairy 0.112 Shopping 0.074 Hotels & Catering 9.193 Insurance 0.074 0.073 5.516 Paycards 4.801 Durables 0.068 4.374 Foams & Mattresses 0.064 2.592 0.062 0.728 0.723 0.051 0.043 2011 *From the table above, the Telecommunications product category spent 1.428bn on Print in 2011. Print Ad Expenditure 0.728 0.723 2.592 5.516 4.374 4.801 15.816 16.524 15.395 9.193 Source: Media Monitoring Services Ltd (MMSL)

4th Quarter 6.474 21% 1st Quarter 32%

4.982 32% 3.398 22% 3.751 24% 2.076 3.264 21% 3rd Quarter 24% 15.395 100% 2ndQuarter 1.428 22% 1.065 0.692 0.625 0.355 0.311 0.308 0.262 *From the table above, 32% ( 4.982bn) of the total ATL media spend on Print occurred in the 1st quarter of 2011.

Source: Media Monitoring Services Ltd (MMSL)

Education

Corporate

Lager Beer

l Appliances

Public Service

Personal Paid

Motor Vehicles

Banking & Finance

Telecommunication

Electrica Telecom Accessories

34 35 Print AdvertisingExpenditure-Top 20 Brands Categories of 2011 Newspaper Readership Trend

Value ( 'Billion) National Lagos Globacom 0.417 Total 127,787,529 Total 10,487,339 MTN 0.377 2.8% The Punch 14.9% Etisalat 0.302 Complete Sports 2.6% Complete Sports 13.4% Airtel 0.218 2.3% 5.9% Guinness Stout 0.168 Vanguard 1.9% 5.0% First Bank 0.136 Daily Trust 1.8% The Nation 4.4% Diamond Bank 0.135 The Guardian 1.5% Tribune 3.8% Guaranty Bank 0.110 1.5% The Sun 3.6% Nokia Phones 0.093 Tribune 1.1% 1.7% The Standard 1.0% Access Bank 0.086 Soccer Star 1.4% 0.9% PM News 1.0% Starcom 0.073 Stanbic IBTC Bank 0.068 Samsung Phones 0.059 15,223,380 18,001,928 Skye Bank 0.057 The Standard 4.3% The Punch 5.3% Central Bank 0.056 Triumph 3.1% The Nation 4.9% Zenith Bank 0.054 Daily Independent 2.9% Complete Sports 4.0% Samsung Range 0.049 The Guardian 2.7% Tribune 3.5% Standard Chartered Bank 0.047 The Nation 2.6% The Guardian 2.2% 2.6% Vanguard 2.0% Fidelity Bank 0.044 The Sun Complete Sports 1.9% Today's Sport 1.6% United Bank of Africa 0.043 Champion 1.8% Alaroye 1.4% Vanguard 1.8% The Sun 1.3% *From the table above, Globacom spent .417bn on Print Advertising, making it the topmost brand in print in 2011 followed by MTN The Punch 1.5% This Day 0.6% with a spend of .377bn.

Source: Media Monitoring Services Ltd (MMSL) 17,311,176 16,494,514 Vanguard 2.6% Daily Trust 3.6% The Nation 2.4% Vanguard 2.0% 0.417 Complete Sports 2.1% The Nation 1.5% Triumph 1.9% The Punch 0.9% 0.377 The Standard 1.4% The Sun 0.7% 0.302 The Sun 1.4% Soccer Fame 0.6% 0.218 Soccer Star 1.3% Complete Sports 0.6% 0.168 The Punch 1.0% 0.6% 0.136 Champion 0.6% Soccer Star 0.6% 0.135 The Guardian 0.6% Triumph 0.5% 0.110 0.093 0.086 30,680,402 19,588,790 Daily Trust 2.5% Daily Trust 2.9% The Sun 1.2% The Nation 1.5% Complete Sports 1.1% The Punch 1.5%

The Guardian 0.8% Vanguard 1.0%

MTN Airtel

Etisalat Nest 0.8% The Sun 1.0%

First Bank The Nation Soccer Fame Globacom 0.7% 0.9%

Access Bank Soccer Star The Guardian 0.9%

Nokia Phones 0.7%

Diamond Bank Guaranty Bank Guinness Stout New Nigeria 0.7% Tribune 0.8% The Punch 0.5% The Standard 0.8% Soccer Fame 0.5% Complete Sports 0.6%

From the table above, according to AMPS 2011, of a total of 127,787,529 Nigerians, 2.8% claim to have read Punch the previous day thus making it the most read daily in Nigeria. 36 37 Magazine Readership Trend Top 10 Magazines Read in the Past 7 Days by Region

National Lagos Total 127,787,529 Total 10,487,339 Hints 1.7% The Punch 14.9% Celebrity 1.1% Complete Sports 13.4% City People 1.0% Vanguard 5.9% Hints Complete Fashion 1.0% The Guardian 5.0% Focus 0.8% The Nation 4.4% Fashion & Style 0.7% Tribune 3.8% Alaroye 0.6% The Sun 3.6% Complete Football 0.6% This Day 1.7% Campus Ovation 0.6% Soccer Star 1.4% Health Link 0.5% PM News 1.0% South East South West Total 15,223,380 Total 16,494,514 Hints Complete Fashion 2.7% The Punch 3.6% Newsweek 2.2% The Nation 2.0% Focus 2.1% Complete Sports 1.5% Health Care 1.8% Tribune 0.9% Complete Football 1.8% The Guardian 0.7% Health Link 1.7% Vanguard 0.6% Celebrity 1.6% Today's Sport 0.6% Hints 1.2% Alaroye 0.6% Healthy Eating 1.1% The Sun 0.6% Life Style 1.1% This Day 0.5% South South North East Total 17,311,176 Total 18,001,928 Hints 1.9% Daily Trust 5.3% Hints Complete Fashion 1.8% Vanguard 4.9% Celebrity 1.5% The Nation 4.0% Fashion & Style 1.1% The Punch 3.5% Health Link 0.7% The Sun 2.2% Fame 0.7% Soccer Fame 2.0% Others 0.7% Complete Sports 1.6% Newsweek 0.6% Leadership 1.4% Media Review 0.6% Soccer Star 1.3% Focus 0.6% Triumph 0.6% North West North Central Total 30,680,402 Total 19,588,790 Hints 1.0% Daily Trust 2.9% Fame 1.0% The Nation 1.5% Celebrity 0.7% The Punch 1.5% Leaders 0.7% Vanguard 1.0% City People 0.5% The Sun 1.0% Focus 0.4% Soccer Fame 0.9% Economist 0.4% The Guardian 0.9% Media Review 0.4% Tribune 0.8% Fashion & Style 0.3% The Standard 0.8% Nigeria Oil & Gas 0.3% Complete Sports 0.6% From the table above, according to AMPS 2011, of a total of 127,787,529 Nigerians, 1.7% claim to have read Hints in the previous week thus making it the most read magazine in Nigeria.

38 OOH AdvertisingExpenditure-Top 20 Product Categories of 2011

Category Value( Billion)

Telecommunication 11.192 Lager Beer 3.121 Out-Of-Home Trends Milk & Dairy 1.576 Banking & Finance 0.645 Soft Drinks 0.560 Cocoa Beverages 0.482 Personal Paid 0.470 OOH AdertisingExpenditure Nutritional Drinks 0.459 Malt 0.426 Skin Cleansing 0.413 Telecom Accessories 0.412 28.526 28.142 Spirits 0.387 Seasonings 0.267 24.25 Corporate 0.263 NSD Powder 0.259 Pasta 0.249 Medicated Sweets 0.151 9.516 Disinfectants 0.135 7.384 0.126 7.137 Dental Care 6.532 0.120 4.542 Motor Vehicles 2.195 2.019 *From the table above, Telecommunication is the topmost product category on the OOH media with a spend of 11.192bn in 2011.

Source: Media Monitoring Services Ltd (MMSL) 2011

OOH Ad Expenditure 2.195 2.019 4.542 6.532 7.384 7.137 9.516 24.25 28.526 28.142

11.192

West East 15% 14% 3.121 15.175 54% 1.576 4.053 14% 0.645 0.560 0.482 0.470 0.459 0.426 0.413 4.799 17% 4.292 North 15% 17% Lagos 54%

28.562 100 Malt

Soft Drinks

Lager Beer

*From the table above, the Lagos region accounts for 54% ( 15.175bn) of the total ATL media spend on OOH in 2011. Milk & Dairy

Personal Paid

Skin Cleansing Source: Media Monitoring Services Limited (MMSL)

Nutritional Drinks

Cocoa Beverages

Banking & Finance

Telecommunication

40 41 OOH AdvertisingExpenditure-Top 20 Brands in OOH of 2011

Brand Value(N’Bi= llion)

Globacom 4.065 MTN 3.326 Airtel 2.034 Etisalat 1.627 Guinness Stout 1.492 Peak Milk 0.758 Harp Beer 0.533 Star Beer 0.329 Three Crowns Milk 0.313 Johnnie Walker Black 0.242 Maltina 0.233 Dettol Range 0.229 Gulder Beer 0.221 Omo Multi Active 0.204 Bournvita 0.204 Samsung Phones 0.197 Milo 0.187 Chivita Juices 0.185 Coca – Cola 0.175 Indomie Noodles 0.174

*From the table above, Globacom spent 4.065bn on OOH advertising, making it the topmost brand on that medium in 2011. Source: Media Monitoring Services Ltd (MMSL)

4.065

3.326

2.034 1.627 1.492

0.758 0.533 0.329 0.313

0.242

MTN

Airtel

Etisalat

Star Beer

Peak Milk

Harp Beer

Globacom

Guinness Stout

Three Crowns Milk Johnnie Walker Black

42