MediaReach OMD, a Nigerian affiliate of the global media agency, OMD, has released its Mediafact for last year, on advertising spending in Nigeria. The report, which it releases annually, gives a picture of ad spending, and how industries and sectors of the economy are involved in revenue. Its figures for 2011, showed that N102 billion was spent, with GSM operators – MTN, Globacom, Etisalat and Airtel – spending N20.118 billion.
The Entertainment Industry spent N8.654 billion, while the Leisure and Tourism Industry followed with N5.976 billion. Of the 2011 – N102 billion – spending, N46.076 went to television, N13.142 to radio, N28.142 to outdoor advertising and N15.395 to the press. Specifically, MTN spent N6.381 billion, Globacom spent N5.704 billion, Etisalat spent N4.255 billion and Airtel spent N3.439 billion. The total amount – N102 billion – in 2011 is a 5.3% growth from N97.549 billion in 2010.