Over the past few decades Nigeria’s media and entertainment industry has developed into one of the largest and liveliest in Africa. The most popular formats, which include radio, television and print media, are an important part of daily life for most of the country’s 168.8m residents. The Nigerian film industry – nicknamed “Nollywood” – is one of...
To what extent is local content important in terms of driving audience growth in Africa?
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...
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...
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