Eleven of the Nigerian banks that are listed on the NSE spent a total of N13.5 billion on marketing and advertising in Q1 2020, according to checks by Nairametrics Research. The figure indicates a 15.7% increase when compared to N11.6 billion which the banks collectively spent for the same purpose in Q1 2019.
As expected, all the tier-1 banks (FUGAZ) spent big on advertising/marketing during the first quarter of the year. However, the biggest spender was Fidelity Bank Plc, a tier-2 bank which incurred as much as N2.6 billion on marketing, communication, and entertainment costs.
This is followed by FBN Holdings Plc (the parent company of First Bank of Nigeria Ltd) which spent about N2 billion. Meanwhile, Sterling Bank Plc spent the least amount of N223 million.
See below for a full list of the banks and their expenses on adverts/marketing in Q1 2020.
- Fidelity Bank Plc: N2.6 billion
- FBN Holdings Plc: N2 billion
- Guaranty Trust Bank Plc: N1.8 billion
- Zenith Bank Plc: N1.8 billion
- United Bank for Africa (UBA) Plc: N1.7 billion
- Access Bank Plc: N1.4 billion
- FCMB Group Plc: N790 million
- Stanbic IBTC Holdings Plc: N394 million
- Wema Bank Plc: N329 million
- Union Bank of Nigeria Plc: N267 million
- Sterling Bank Plc: N223 million
It should be noted that virtually all the companies spent more on marketing and advertising in Q1 2020 except for the likes of FBN Holdings, Sterling Bank, and Union Bank; all of whom significantly reduced their expenses. You may compare the differences by checking here.
Download the Nairametrics App
Meanwhile, the banks collectively generated gross earnings of about N935 billion during the first quarter period. Further analysis also showed that Fidelity Bank, which spent the most on advertising and marketing, did not generate the most revenue during the period. Instead, Access Bank did, having recorded a whopping N181.6 billion.
On average, Nigerian banks tend to spend more on advertising compared to companies in other sectors of the economy. And this usually influences their financial performances.
Advertising and Public Relations are two of the most powerful tools that are utilised in the business world to communicate brands’ benefits and create awareness about new or existing products. These, in turn, helps companies to reach newer markets or consolidate existing ones. In light of this, the importance of advertising and public relations can never be underestimated, as no company can really survive without them.