Intro
NGN 39 billion was spend in the telecom sector in 2021-2022 for various marketing communication
Overview of Telecom Spend in Nigeria.
Telecom industry is one of the highest spender in marketing communications in Nigeria. The industry leveraged on top programs across all media touchpoints to sustain presence and drive engagement. Brands in the sector compete for spots in top programs like football, reality shows and other highly engaging events to create and sustain brand affinity.
2021-2022 Industry Spend
The chart above shows the monthly industry spend by telecom brands in Nigeria (top brands). NGN 19.8B was expended in 2021 into various marketing communication initiatives across TV, radio, outdoor, and press touchpoints. This figure reduced by 4% in 2022 to NGN 19.2B.
The telecom industry in Nigeria maintains an always-on approach by constantly driving brand awareness and exposure of various products across different channels.
Regional Interests
Lagos and cable are the preferred investment destination in the telecom sector in Nigeria with NGN15.6B, and NGN12.4B skewed into those regions respectively.
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