The

Report Background

Till date, there exists no concrete body of research that examines the direct and indirect impact of the show on young people in Nigeria as well as its bearing on the Nigerian economy and society at large. Hence the need for this report.

To fill this gap, we set out to compile the first-ever BBNaija report with the following objectives in mind:

- Examine whether the Big Brother Naija show provides any direct or indirect opportunity to young people in Nigeria

Big Brother Naija Reunion - Identify the contributions of the show to youth culture in Nigeria Big Brother Naija (BBNaija), first screened in Nigeria in 2006, is a have asked: Nigerian reality television series based on the Big Brother - Identify, if any, the impact of the reality TV show on the television franchise. what is the rationale for gathering a group of able-bodied young men and Nigerian economy women in a house to simply eat, drink, party, participate in periodic tasks The show features 12 - 20 contestants who live in an isolated and have sex? The report was derived through primary and secondary house and compete for huge cash prizes and gifts worth over What value could a reality show that is not a talent hunt bring? statistics sources and comprised both qualitative and $100,000 by avoiding eviction from the house by viewers of the Does the show really create real opportunities for young people to quantitative research methods. We also employed Interviews, show. succeed? Focused Group Discussions, Online Research, and Surveys.

Big Brother Naija’s first coming was in 2006 as Big Brother These questions and numerous others require that one look beyond the We surveyed the organizers of the show; ex-housemates; Nigeria. For about eleven years after its 2006 debut, the reality surface. That one digs deeper – beyond the entertainment value which is auditionees; sponsors; journalists and bloggers; critics of the TV show did not air until January 2017 when it made its return. by no means irrelevant – and start to see how the show provides an show; fans of the show, and the general viewing public. Since then, the show has incited different emotions in people: opportunity for young people and why thousands of people show up for anger, excitement, and condemnation. When taken at face value, its auditions. Big Brother Naija comes off as purely entertaining, hence some

A P laqad.com R eport Till date, there exists no concrete body of research that examines the direct and indirect impact of the show on young people in Nigeria as well as its bearing on the Nigerian economy and society at large. Hence the need for this report.

To fill this gap, we set out to compile the first-ever BBNaija report with the following objectives in mind:

- Examine whether the Big Brother Naija show provides any direct or indirect opportunity to young people in Nigeria

- Identify the contributions of the show to youth culture in Nigeria Big Brother Naija (BBNaija), first screened in Nigeria in 2006, is a Nigerian reality television series based on the Big Brother - Identify, if any, the impact of the reality TV show on the television franchise. Nigerian economy

The show features 12 - 20 contestants who live in an isolated The report was derived through primary and secondary house and compete for huge cash prizes and gifts worth over statistics sources and comprised both qualitative and $100,000 by avoiding eviction from the house by viewers of the quantitative research methods. We also employed Interviews, show. Focused Group Discussions, Online Research, and Surveys. We surveyed the organizers of the show; Big Brother Naija’s first coming was in 2006 as Big Brother We surveyed the organizers of the show; ex-housemates; ex-housemates; auditionees; sponsors; Nigeria. For about eleven years after its 2006 debut, the reality auditionees; sponsors; journalists and bloggers; critics of the journalists and bloggers; critics of the TV show did not air until January 2017 when it made its return. show; fans of the show, and the general viewing public. show; fans of the show, and the general Since then, the show has incited different emotions in people: viewing public. anger, excitement, and condemnation. When taken at face value, Big Brother Naija comes off as purely entertaining, hence some CEE C

A P laqad.com R eport Regulations and Control

Parental Control – The show is Parents have the ultimate control – rated +18 they can block the channel

MultiChoice Nigeria abides by all regulatory Customers have the stipulation in producing BBN, and option to Opt in/Out the same standard is witnessed across other productions

A P laqad.com R eport Introduction Introduction On the other hand, supporters of the BBNaija show have also been quick to come to its defense.

According to them, Big Brother Naija, beyond its entertainment value, holds vital socio-economic value for not just the Men contestants, but the larger Nigerian society. Women For one, they argue that the show provides arguably the best 32% 67.9% opportunity for young people to succeed in Nigeria. They cite the celebrity status conferred on previous contestants and the attendant numerous monetization opportunities that About 70% of Big Brother come with such as proof. Naija Viewers Are Female According to them, the show also has a multiplier effect that resonates across industries and value chains with a significant In Nigeria, barring perhaps a natural disaster, a presidential young men and women in a house simply to eat, drink, party, impact on the nation’s GDP. election, or the Super Eagles of Nigeria playing a FIFA world cup and participate in some fun games and tasks. final, no other event has the popularity and stickiness to get They cite industries like entertainment, telecoms, fashion, Nigerians glued to their TV for hours unending like Big Brother Critics also readily claim that the sexual freedom encouraged in hospitality, tourism, and media as direct beneficiaries of the Naija or BBNaija as it is more popularly called. the Big Brother Naija house is alien to the Nigerian culture. reality show.

The reality TV show which will run its fourth edition in 2019, this For instance, critics have claimed that the organizers of the time in Nigeria, is arguably the most watched show in Africa. show, by not outrightly prohibiting contestants from having sex freely in the house in the full glare of the world, have served to However, while the popularity of the show among Nigeria’s encourage sexual indiscretion among young people in Nigeria. teeming youth population has never been in doubt as portrayed by its huge audition and viewership numbers, many have They also question the intrinsic value of a reality TV show as Big questioned the rationality of gathering a group of able-bodied Brother Naija which is not a regular talent hunt.

A P laqad.com R eport On the other hand, supporters of the BBNaija show have also

been quick to come to its defense. 7.7% 1.3% 1.3% 2.6% 6.4% 9.0% 56.4% 10.3% 2006 2008 2011 2014 2015 2016 2017 2018

According to them, Big Brother Naija, beyond its entertainment value, holds vital socio-economic value for not just the contestants, but the larger Nigerian society.

For one, they argue that the show provides arguably the best opportunity for young people to succeed in Nigeria. 56.4% of Respondents first They cite the celebrity status conferred on previous contestants heard about the BBNaija in 2017 and the attendant numerous monetization opportunities that come with such as proof. show was “...designed to spot and groom new talents in the entertainment industry in Nigeria and beyond.”

According to them, the show also has a multiplier effect that The respondents opined that keeping different people from resonates across industries and value chains with a significant different backgrounds under the same roof is a good way to see the In Nigeria, barring perhaps a natural disaster, a presidential young men and women in a house simply to eat, drink, party, impact on the nation’s GDP. individuals express their unique personalities and varying talents. election, or the Super Eagles of Nigeria playing a FIFA world cup and participate in some fun games and tasks. final, no other event has the popularity and stickiness to get They cite industries like entertainment, telecoms, fashion, 2017 was clearly a defining year for BBNaija. 56.4% of those Nigerians glued to their TV for hours unending like Big Brother Critics also readily claim that the sexual freedom encouraged in hospitality, tourism, and media as direct beneficiaries of the surveyed say they first heard about the reality show in 2017 even Naija or BBNaija as it is more popularly called. the Big Brother Naija house is alien to the Nigerian culture. reality show. though the first edition of the show was in 2006.

For instance, critics have claimed that the organizers of the The reality TV show which will run its fourth edition in 2019, this This is not unconnected to the massive awareness and popularity of show, by not outrightly prohibiting contestants from having sex Respondents Say Big Brother Naija is a time in Nigeria, is arguably the most watched show in Africa. the BBNaija See Gobe edition which produced celebrities like Bisola, freely in the house in the full glare of the world, have served to Talent Hunt Efe, Tboss, Uriel, and Miyonse among others. However, while the popularity of the show among Nigeria’s encourage sexual indiscretion among young people in Nigeria. Contrary to popular belief, a good majority of the teeming youth population has never been in doubt as portrayed 10.3% of the respondents first heard about the show in 2018, 9% They also question the intrinsic value of a reality TV show as Big viewers - about 60% - believe the BBNaija show is a talent by its huge audition and viewership numbers, many have in 2016 and only 7.7% of the current viewers of the show were Brother Naija which is not a regular talent hunt. hunt. questioned the rationality of gathering a group of able-bodied familiar with it in 2006. This was confirmed by the organizers of the show who say the

A P laqad.com R eport What do you think about the reality TV show?

39.7% 15.4% 17.9% 10.3% 1.3% 3.8% 5.1% 6.4% Innovative I love it Indifferent Educative Doesn’t Empoweering Love it Fun & Promote the contestant Entertaining good.... 70% of Viewers Love BBNaija For Its Strong Entertainment Credentials, While 6% Say It is Educative 70% 6.4%

of viewers surveyed say of the respondents say they they love the show for its love it because it is educa- entertainment value. tive.

Tobi & Alex A P laqad.com R eport 84% of Respondents Say Big Brother Naija Does Provide Real Opportunities for Young People to Succeed 12.0% No

For a reality TV show that’s not a regular talent hunt, it is easy to question the value BBNaija has for young people? For a majority of ? the viewers of the show, the value seem quite obvious as 84% e u

l

agree the show has great value for the youth by providing real a

V

opportunities for young people to succeed.

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They believe the show provides young people an opportunity to a H

discover themselves, interact with others, and showcase their

N

talent to the world. B

B

In addition, there seem to be a consensus among respondents that s

e

the show provides a great platform for contestants to succeed in o 65.0% their individual pursuits as evidenced by the great strides are D Yes making after they left the Big Brother house.

One respondent said: “In Big Brother Naija, talent is what you bring in, how you use the opportunity lies in your hands.”

It turns virtually unknown people into icons after just a few weeks in the house. It creates opportunities and jobs. Many previous housemates have gone on to bag presenter jobs, actors, actresses, or simply became highly sought after brand influencers

Only 12% of respondents say the show has 23.0% no real value for young people. Maybe

Bam Bam A P laqad.com R eport “Yahoo Yahoo”

HasNothingon

Big Brother

Naija “Yahoo Yahoo” Has Nothing on Big Brother Naija

When asked which option between “Yahoo Yahoo,” a “University Degree” BBNaija or contesting in BBNaija is the fastest and most reliable route to success for 53.8% young Nigerians, the overwhelming response was BBNaija. More than 53% 43.6% BBNaija 61.5% of respondents voted in favor of BBNaija while 43.6% said a university University degree was a surer path to success. Only 2% opted for “Yahoo Yahoo”. Degree They were all of the opinion that BB Naija is a credible route to success as a University degree is long term and not an assurance of success, but 10.2% Yahoo “Yahoo Yahoo” is a crime. Premier 20.5% Yahoo League In addition, we asked viewers which they rather watch between the English Premier League, BBNaija or popular Christian music concert, The Experience and an overwhelming When asked which majority - 61.5% of respondents - voted in favor of BBNaija. 20.5% The 17.9% option is the surest Experience preferred “The Experience” while 17.9% said they would rather watch a way to success premier league match. We asked viewers “Yahoo Yahoo,” a which they’d rather “University Degree” watch between the or contesting in While 61.5% seem quite impressive for BBNaija, it is important to note that English Premier BBNaija over 50% of the respondents were female and this perhaps explains their League, BBNaija or preference for even “The Experience” over the English premier league. We The Experience assume that if the coin was flipped, the premier league would see more votes. BBNaija

A P laqad.com R eport For Bloggers and Content Creators, Content is Indeed Key, But Money is King

We posed a similar question to a group of bloggers and journalists: would you rather cover BBNaija, Premier League, or The Experience?

Unlike the viewers who seem very keen on the entertain- ment value, bloggers and other content creators and publishers appear to rate the business value far above the entertainment value. They opined that while content was important to satisfy the needs of their audiences, which show they give more priority on their platform depends largely on how much they can make from publishing the content.

Bisola is the most 61.5% of the members of the general public say they loved BBNaija Housemate Ever would accept a free slot to the Big Brother house if given.

75% of the bloggers and journalists surveyed also admit they would accept a free slot while 25% of this group say they 28.7% of respondents say Bisola Aiyeola is their favorite would not as they are not mentally prepared for it. housemate. Alex was voted second by 11.7% of the In addition, 38.5% believe the show promotes sexual indis- viewers. Miracle is the favorite housemate of 9.6% of the cretion among young people in Nigeria, while 33.3% say the respondents while Ceec, Tobi and Efe tie at fourth with sex culture practiced in the house is a moderate reflection of 8.5% of the respondents voting them as the most loved what obtains outside the house. housemates respectively.

Bisola A P laqad.com R eport Respondents would the show promotes sexual accept a free slot into the indiscretion among young BBNaija house if offered people in Nigeria NO 24.4% 33.3% NO

YES Bisola 61.5% 38.5% YES

MAYBE 14.1% 28.2% MAYBE ALex

Miracle

Efe Cee c Tobi None Rico

28.7% Nina Tboss Teddy A

11.7% Marvis 9.6% 8.5% 5.5% 8.5% 8.5% 3.2% 1.1% 1.1% 4.3% 2.1% Who is your favourite BBN contestant

A P laqad.com R eport TheThe FridayFriday NightNight PartyParty The Friday Night Party is BBNaija’s most interesting feature

34.6% of surveyed viewers say friday night parties in the house are their most enjoyable moment on the Big Brother Naija show. 33.3% say they find the Live Show more interesting. 19.2% prefer the Dairy Session while 11.5% they enjoy the Celebrity Visits the most.

75% of BBNaija ex-housemates say participating in BBNaija has helped them achieve some of their life goals

All the housemates surveyed say the show has made them more popular and they would encourage everyone to audition for BBNaija.

78% also say if given the chance, would go back to the Big Brother house again. Party night is the favorite moment in the house

When we asked members of the public this same question, 76.9% say they would encourage others to audition for BBNaija?

50% of the Auditionees for the 2019 Season believe they can find love in the house Alex

A P laqad.com R eport 34.6% 19% THE DAIRY PARTIES SESSION

34.6% of surveyed viewers say friday night parties in the 33.3% 11% THE LIVE CELEBRITY house are their most enjoyable moment on the Big Brother Naija SHOW VISITS show. 33.3% say they find the Live Show more interesting. 19.2% prefer the Dairy Session while 11.5% they enjoy the Celebrity 1.4% Visits the most. THE BATHROOM SESSION

75% of BBNaija ex-housemates say THE BBNAIJA’S MOST participating in BBNaija has helped them INTERESTING FEATURE achieve some of their life goals 10.3% All the housemates surveyed say the show has made them more NO popular and they would encourage everyone to audition for BBNaija. 12.8% MAYBE 78% also say if given the chance, would go back to the Big Brother 76.9% house again. Party night is the favorite moment in the house YES

NO When we asked members of the public this same question, 76.9% say they would encourage others to audition for BBNaija? MAYBE

YES 50% of the Auditionees for the 2019 Season believe they can find love in the house BBNAIJA WILL HELP ME ACHIEVE MY LIFE GOALS Nina

A P laqad.com R eport Though the show up until the last edition never produced any couple platform as a major springboard to stardom and judging by how who stuck together after the show, 50% of the current crop of ex-BBNaija housemates have capitalized on their new found auditionees for the 2019 Season believe they can find love in the celebrity status to push out their 'brands', the 'BBNaija star' tag house. has now been accepted as a modern day claim to fame and a vista to further opportunities in entertainment and youth advocacy. 34.6% of surveyed viewers say friday night parties in the Many of them who said they first heard about the show on TV and social media also said they would invest with the prize money if they For one, the show has woken young people in Nigeria to the house are their most enjoyable moment on the Big Brother Naija won. other ways to achieve their dreams by leveraging a platform, show. 33.3% say they find the Live Show more interesting. 19.2% building an audience, and then using that to project the image prefer the Dairy Session while 11.5% they enjoy the Celebrity In addition, 50% of the auditionees had previously applied to other they want the society to see of them. Visits the most. reality TV shows before applying to BB Naija. For them, a major attraction of the BBNaija show is popularity and the celebrity status it confers on them. One of the respondents went on to say the “intrigue A large majority of respondents say the Big Brother Naija show and popularity excite me the most about being in the house.” contributes positively to Nigeria’s economy. They highlighted the 75% of BBNaija ex-housemates say creation of direct and indirect job opportunities as a major proof. participating in BBNaija has helped them 100% of the current auditionees surveyed think BBNaija is a faster achieve some of their life goals route to financial success than a 9-5 job and 50% say the show impacts youth culture in Nigeria. All the housemates surveyed say the show has made them more popular and they would encourage everyone to audition for 64.1% of Respondents say BBNaija Impacts BBNaija. Youth Culture in Nigeria

78% also say if given the chance, would go back to the Big Brother 90% 64.1% of people surveyed say BBNaija impacts youth culture in of Respondents house again. Party night is the favorite moment in the house Nigeria. The respondents pointed to how housemates on the show say BBNaija easily influence popular culture from dance, dress style, they say the has great economic When we asked members of the public this same question, 76.9% average Nigerian youth behaviour is affected by events in the Big value for Nigeria say they would encourage others to audition for BBNaija? Brother Naija house. 50% of the Auditionees for the 2019 Season The show appears to have revolutionized the youth culture or pop believe they can find love in the house culture scene in Nigeria.The Nigerian youth have identified the

A P laqad.com R eport Every season, hundreds of Nigerian vendors and suppliers are hired by organizers of the show to ensure a successful staging of the show. From recharge card sellers to fashion designers, set designers, make-up artists and bloggers, the show appears to benefit all and sundry.

The show also empowers housemates, many of whom go on to monetize their new found fame and status. They all these small businesses employ people thereby creating jobs while also increasing taxes for the government.

While a lot has been said about how Nigeria is negatively perceived by the outside world, more than 50% of those surveyed think the Big Brother Naija has helped improve the country's image globally.

They say through the show the world gets to learn more about Nigeria and Nigerians thereby promoting the Nigerian culture.

This they say can change the perspective of non-Nigerians about the country and its people.

Several respondents cited the example of Bisola Aiyeola who became a The One campaign ambassador by winning a task on educating the girl-child in the Big Brother House and consequently attended the United Nations General Assembly in New York.

This, they say, helps in shaping a more positive narrative about Nigeria.

Bisola, ONE campaign ambassador

A P laqad.com R eport MAYBE 24.4%

NO 20.5% 55.1% of respondents say BBNaija has helped YES improve Nigeria's image on the International Scene 55.1%

25% 20%

of the respondents are say the show has not unsure of how much the directly impacted the show has contributed to perception of the lauding Nigeria’s image country in any way. abroad

A P laqad.com R eport Sex and Nudity Sex and Nudity are Viewers’ Biggest Worry for Big Brother Naija Even though BBNaija is rated 18, more than 30% of those surveyed

No still said they find sex and nudity among housemates quite interllectual 2.6% offensive. 6.4% think there is an apparent favoritism in the show discussions while 2.6% said lack of consolation prizes on the show was their biggest issue with the organizers of the show. Sex & Nudity 30.8% Should BBNaija be regulated by the government?

Alleged 46.2% 41% 12.8% Favouritism 6.4% No Yes Maybe Nothing 41% of the respondents say BBNaija should be regulated by Housemate 9.6% government. 46.2% objected government regulation while about 38.5% Interaction 13% were undecided.

No consolation 21.8% want BBNaija be modified or totally prizes 2.6% discontinued

When we asked respondents whether BBNaija should be modified or discontinued, 69.2% voted “No” 21.8% voted in favor of modification or cancellation of the show while 9% of the surveyed What don’t viewers were undecided. you like about 69.2% 21.8% 9% BBNaija? No Yes Maybe

A P laqad.com R eport Brand Equity

Miracle Brand Equity is A Major Motivating Factor for Organizers of BBNaija

Alex at a Friday party

A P laqad.com R eport A P laqad.com R eport Rico

A P laqad.com R eport Sponsor Sponsor 2017 2018 season 2 Other Sponsors season 3 Other Sponsors Minimie Noodles, Minimie Noodles, Legend Extra Stout, Legend Extra Stout, Nokia, Pepsi, Heritage Nokia, Pepsi, Bank

Sponsor 2019 season 4 Other Sponsors Minimie Noodles, Legend Extra Stout, Nokia, Pepsi, Heritage Bank

MultiChoice, DStv, GOtv, the sponsors, the housemates, the intrigue makes BBNaija a constant topic virtually all year round. In fact, for two consecutive seasons, BBNaija has trended No. 1 on Twitter’s global trends.

A P laqad.com R eport Industry Sponsorship Sponsor /Sector Type Year

Payporte Ecommerce Headline 2017 Payporte Ecommerce Headline 2018 Bet9ja Sports Betting Headline 2019 Payporte Ecommerce Headline 2017 Payporte Ecommerce Headline 2018 Bet9ja Sports Betting Headline 2019 Minimie Noodles FMCG - Food - 2017, 2018 Legend Extra Stout FMCG - Beverages - 2017, 2018 Nokia Technology - 2017, 2018 Pepsi FMCG - Beverages - 2017, 2018 Heritage Bank Finance - 2017, 2018 Dano Milk FMCG 2018

While the organizers and sponsors will not disclose the speci c gures in terms of how much the sponsorship costs, we believe that the sponsor deals are very lucrative.

In addition, more brands go on to partner with the housemates in form of product/brand ambassadorships, endorsements and/or inuencer marketing deals. This is of course a no-brainer for smart brands looking to leverage the popularity and new found celeb status of the BBNaija housemates to reach their target audience.

A P laqad.com R eport Social Media Following House Industry (Twitter mate /Sector & Instagram)

Ebuka H20, Pork Money, Samsung, 2.5 million Mannor Gates, Budweiser etc.

Baileys, Dove Nigeria, Jumia, Google, Indomie Nigeria, Bisola WAPIC, Sterling Bank, Power Oil, Samsung etc. 2.3 million Globacom Limited, Campari, Migration Hub, MyPaddi App, L’Avyanna, Jenesis Colony, Alex ElanRed, Bobo Foods, Pork Money etc 1.6 million

NairaBet, Sapphire Scents, Amstel Malta, Quickteller, Cee-C Huawei, Ghandour Cosmetics, Budweiser, The Travel Experience etc. 1.6 million

Amstel Malta, Heineken, Jumia, Ashluxury, Gokada, 1.4 million Tobi Play Apparel etc.

Nina Ivy Oxygen Homes, Periwinkle Residences, Prominent 1.2 million Business Corp, M & S Closet, Grerivian Beauty,

Bambam Casa Foundation, Jumia, Micserah, Barcelos, 861K

Ifu Ennada Quickteller, Legend Extra Stout etc. 937K Lolu Pork Money, Miskay, Pepsi, 400K Konami Africa, H20, MTN, DSTV

Leo LG, Pepsi, DSTV, The Travel Experience, 380K Numatville Tourism etc.

Tboss 234Bet, Gulder, The Play Network, House of Lunettes, Tiger Beer, Budweiser, DSTV, 738K

Teddy A 837K Sapphire Scents, Campari, Vandora 376K Jumia, DSTV

A P laqad.com R eport How BBNaija Housemates Rank on Social Media

Ebuka Bisola Alex Cee-C Tobi Social Media Following(Twitter & Instagram) Social Media Following (Twitter & Instagram) Social Media Following (Twitter & Instagram) Social Media Following (Twitter & Instagram) Social Media Following (Twitter & Instagram) M M M M M 2.5 2.3 1.6 1.6 1.4 Media Personality Actor, Musician Model, Dancer, Actor Lawyer Photographer, Investment banker

Nina Ivy Uriel Ifu Ennada Efe Miracle Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) M k k k k 1.2 969 937 933 900 Entrepreneur, Entrepreneur, Actress, Music Artiste Pilot and model Model & Student Content Developer Entrepreneur

Bambam Teddy A Tboss Anto Lecky Khloe Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) k k k k k 861 837 738 733 700 Entrepreneur Singer, Songwriter Actor, Sports Manager, Fashion Actor, Model Presenter OAP Designer

A P laqad.com R eport How BBNaija Housemates Rank on Social Media

Debie Rise Lolu Ahneeka Leo Vandora Social Media Following(Twitter & Instagram) Social Media Following (Twitter & Instagram) Social Media Following (Twitter & Instagram) Social Media Following (Twitter & Instagram) Social Media Following (Twitter & Instagram) k k k k k 602 400 442 380 376 Performing Artiste Host, TV presenter Entrepreneur Makeup artist, Speaker Vlogger

Bassey Gifty Princess Soma Rico Swavey Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) k k k k k 323 275 255 251 250 MC, Actor, Entrepreneur TV Personality, Music Artiste Singer, Rapper Fitness Enthusiast Actor

Bally Kemen Dee-One Miyonse KBrule Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) k k k k 205 200 177 140 110 Dj Fitness Expert Comedian Chef Music Artiste

Bitto Angel Social Media Following(Twitter & Instagram) Social Media Following(Twitter & Instagram) k k 84 80 MC, OAP Actor, Singer

A P laqad.com R eport The Ebuka Story 8th TV star Position “Friend or Foe”. Ebuka participated in the first Ebuka, immediately after his participation in Big edition of BBNaija, then called Brother Nigeria, started out working on a rather Big Brother Nigeria, in 2006. unknown TV show on NTA called “Friend or Foe”. On-Air Brand Personality Men’s Corner” ambassador He also anchors the “Men’s Corner” show on and influencer Ebony Life As an On-Air Personality, he has Today he is a brand ambassador and influencer for no limits and no “comfort zone” – he’s just as Pork Money, Samsung, Budweiser, H20, and Mannor comfortable talking to presidential candidates Gates to name but a few. Across his Twitter and as he is discussing sports, celebrity lifestyle, Instagram pages alone fashion and everything in between.

As one observer noted in a Punch Newspaper He turned Sunday nights into his very own 2.5 million post; “He [Ebuka] has completely shattered the personal fashion show. His outfits trended online TV presenter mold; viewers look forward to as much as the contestants did. In a business

Followers the weekly Sunday Eviction shows to see who where stylists have to beg, plead, sweet talk and Ebuka has a combined following of was getting kicked out, but also to see what cajole designers into lending their clothes for use

about 2.5 million, the highest by any Ebuka wore.” in productions, Ebuka turned the table upside ex-BBNaija housemate down.” Testimonial

A P laqad.com R eport The Ebuka Story that much has proven time and time again. What is a BBNaija Report without a mention of the most successful and perhaps most influential BBNaija contestant ever — As one observer noted in a Punch Newspaper post; “He [Ebuka] Ebuka Obi-Uchendu? has completely shattered the TV presenter mold; viewers look forward to the weekly Sunday Eviction shows to see who was Ebuka participated in the first edition of BBNaija, then called Big getting kicked out, but also to see what Ebuka wore.” Brother Nigeria, in 2006. He finished 8th on the log but that did not deter him as he has parlayed his brief stay in the Big Brother house “He turned Sunday nights into his very own personal fashion into one of the most successful media and entertainment careers in show. His outfits trended online as much as the contestants did. this clime and he is just getting started. In a business where stylists have to beg, plead, sweet talk and cajole designers into lending their clothes for use in productions, Ebuka, immediately after his participation in Big Brother Nigeria, Ebuka turned the table upside down.” started out working on a rather unknown TV show on NTA called “Friend or Foe”. Now, designers line up to get him to wear their pieces as they realize the influence Ebuka wields as a fashion trendsetter. Since then Ebuka has been called to the bar, gotten a Masters degree in Law, contributed to major Nigerian newspapers, received Ebuka has been able to leverage the BBNaija platform first as a numerous media awards including one for the Outstanding TV contestant and more recently as the host of the TV show to build Presenter of the year at the Nigerian Broadcasters Merit awards for and sell his brand. Such is the appeal of Ebuka’s brand that he is his exceptional work as host of “Rubbing Minds”, a Sunday one of the most sought after media personality by brands looking afternoon show on Channels TV. to associate their brands to his through endorsement and brand/product ambassador deals. He also anchors the “Men’s Corner” show on Ebony Life As an On-Air Personality, he has no limits and no “comfort zone” – he’s Today he is a brand ambassador and influencer for Pork Money, just as comfortable talking to presidential candidates as he is Samsung, Budweiser, H20, and Mannor Gates to name but a few. discussing sports, celebrity lifestyle, fashion and everything in Across his Twitter and Instagram pages alone, Ebuka has a between. combined following of about 2.5 million, the highest by any ex-BBNaija housemate and by any media personality in Nigeria. Ebuka is undoubtedly one of the best-dressed men in Nigeria and Conclusion

Alex and friends at a friday party

A P laqad.com R eport with no less than 198M 63%

Nigeria’s of the population under the population is the age of 25 years. 33% are largest in Africa between 10 and 24 years.

33% 5.5Brp

are between Fertility Rate (TFR) has remained 10 and 24 years high over the last three decades and currently stands at 5.5 births per woman

CPRm 10-16% 23%

modern Contraceptive Fertility Rate (TFR) has remained Prevalence Rate (CPRm) high over the last three decades is still very low at 10% and currently stands at 5.5 births with 16% unmet need for per woman Family Planning (FP).

A P laqad.com R eport However, you look at it, poverty in Nigeria is both a cause and consequence of our poor educational attainments.

M 23.1% Hence, with a surging youth population, poor education system, 20.9 limited career opportunities, and stark poverty staring young Nigerians in the face, platforms like the Big Brother Naija that offer this demography an opportunity to make a way for The total number of people According to the NBS Q3 themselves will continue to get popular. classified as unemployed Report of 2018, Nigeria’s increased from 17.6 million in unemployment rate increased In fact, perhaps apart from Instagram, the social networking app the fourth quarter of 2017 to from 18.8% in the third quarter for sharing photos and videos, no other platform gives young 20.9 million in Q3 2018. of 2017 to 23.1% in the third people in Nigeria especially in the creative industry, the kind of quarter of 2018. voice that BBNaija does.

Little wonder it continues to get the attention of the world trending at No. 1 worldwide on Twitter’s trends map, at two 112M consecutive finales.

Still, there exists valid criticisms of the show which ought to be addressed, however, a good majority of Nigerians agree that the Also, according to the last Big Brother Naija show has been a tremendous boon not just to poverty survey done in its target young demography but the nation at large. 2012, about 112 million Nigerians live in extreme poverty

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