To what extent is local content important in terms of driving audience growth in Africa?
Nigeria Media & Advertising
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Articles & Analysis | Prepping for primetime: The television segment looks set to continue to expand from The Report: Nigeria 2013
Since Nigeria’s broadcasting sector was liberalised in 1992, the country has become one of Africa’s largest television markets. In an early-2012 poll carried out by the US-based research firm Gallup in conjunction with the Broadcasting Board of Governors (BBG), a US federal agency, nearly 79% of Nigerians reported having a working television at home...
Articles & Analysis | First impressions: Advertisers invest heavily in the online and mobile segments from The Report: Nigeria 2013
Over the past five years digital marketing has come to play an important role in Nigeria’s advertising industry. For local brands, ad platforms and strategies that target internet and mobile handset users are considered an integral component of an effective ad campaign. According to InMobi, a multinational digital advertising and research firm, in...
Chapter | Media & Advertising from The Report: Nigeria 2013
Over the past few decades Nigeria’s media and entertainment industry has developed into one of the liveliest in Africa. The country has one of the largest television markets in Africa and the film industry – nicknamed “Nollywood” – is one of the largest in the world by number of films released. Nigeria’s media, entertainment and advertising industries continue to face a number of interrelated...
As the single most populous nation in Africa, Nigeria recently overtook South Africa as the largest economy on the continent. Natural resources, oil and gas in particular, comprise the country’s single largest revenue-earner but the 170m person economy also has seen significant activity in recent years into the industrial, financial, telecoms and – as of 2013 – power sectors.
With the National Bureau of Statistics(NBS) recording a real GDP growth rate, on an aggregatebasis, of 7.13% in the first quarter of 2011, and a slightly lower 6.17% for the same quarter in 2012, Nigeria boasts the continent’s second-largest economy after South Africa. Africa’s largest oil producer, Nigeria is the third-largest recipient of foreign direct investment in the continent after Angola and Egypt, according to the US Diplomatic Mission.