- The Peoples Democratic Party (PDP) had the highest number of billboards in Nigeria last year, according to a report by TMKG Consulting, a media audit firm.
- TMKG Consulting, is a leading Nigerian OOH and BTL audit and performance evaluation agency, conducts field work in the country, audits all the billboards, recording key advertiser, site and media owner information.
- The report also reveals the telecoms industry was the most active sector with beer billboards as the second most active category.
- The firm said unsold inventory increased by 57 per cent while Digital Out of Home Hoardings (OOH) display grew by 22 per cent.
- OOH media spend in Nigeria last year was N30.66 billion, representing seven percent increase from 2013 figures.
- The telecom category, long reputed for its big budget, topping ad spend on the medium followed by the beer, government/political, bank and carbonated soft drinks categories.
- Total category expenditure for the telecom brands was in excess of N6 billion. Among the brands, telecom advertisers also dominated investment on OOH with Glo emerging the biggest spender. The top five brands also included, Airtel, MTN, Etisalat and Star brand.
- In terms of spend by market, the report stated that Lagos as a commercial nerve still remains the city of choice for outdoor media investment accounting for about 50 per cent of total outdoor investment.
- Lagos along with Ibadan (in the southwest), Abuja, Port Harcourt (the oil rich city by the coastal south) and Aba (the market city in the east) were reported as the top five cities with the most number of outdoor media displays.
- With over 120 media owners in the sector, New Crystal Communications, Invent Media, Marketing+Media, Optimum Exposures, Afromedia and Rocana are among the top media owners by revenue.
The report also suggest there appears to be a glut in the market with over a quarter of total Outdoor hoarding in the market unsold.
- The report is Titled: “Outsight!” and covered over 150 cities/towns.
