Traditional TV Advertising - Nigeria

Ad spending in the Traditional TV Advertising market in Nigeria is forecasted to reach US$389.80m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.81%, leading to a projected market volume of US$460.20m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Nigeria is projected to be US$4.74 in 2024.
The number of users in the Traditional TV Advertising market in Nigeria is expected to reach 0.0users by 2030.
Traditional TV advertising in Nigeria is experiencing a resurgence as brands capitalize on the wide reach and influence of local television networks.

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Moving image formats broadcasted over traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered over Internet Protocol networks (IPTV)
Spending for pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators

Online TV advertising (e.g., ad spending for TV viewed online, delivered by traditional broadcasters via their websites)

The Traditional TV Advertising market in Nigeria has been experiencing significant growth and development in recent years.

Customer preferences: Nigerian consumers have shown a strong preference for traditional TV advertising due to its wide reach and effectiveness in conveying messages. TV remains the most popular form of media in the country, with a large percentage of the population having access to television. This makes it an ideal platform for advertisers to reach a mass audience and create brand awareness. Additionally, Nigerians enjoy watching TV and consider it a form of entertainment, which further contributes to the popularity of traditional TV advertising.

Trends in the market: One of the key trends in the Nigerian TV advertising market is the increase in the number of TV channels. With the advent of digital broadcasting, there has been a proliferation of TV stations offering a variety of content to cater to different audience segments. This has created more advertising opportunities for brands, as they can now target specific demographics and niche markets through the different TV channels. Another trend in the market is the rise of product placement in TV shows. Nigerian TV producers and advertisers have recognized the effectiveness of integrating brands and products into popular TV shows. This form of advertising allows brands to reach consumers in a more subtle and engaging way, as it is seamlessly integrated into the storyline. Product placement has become a popular strategy for advertisers looking to create brand associations and increase brand recall.

Local special circumstances: Nigeria has a diverse population with different languages and cultures. This diversity is reflected in the TV programming, with channels catering to specific regions and ethnic groups. Advertisers in Nigeria need to consider this diversity and tailor their TV advertising campaigns to resonate with different audience segments. This requires a deep understanding of the local culture and preferences, as well as effective localization strategies.

Underlying macroeconomic factors: The Nigerian economy has been experiencing steady growth in recent years, which has contributed to the development of the TV advertising market. As the economy expands, more businesses are investing in advertising to promote their products and services. Additionally, the rising middle class in Nigeria has increased consumer spending power, leading to higher demand for goods and services. This has created a favorable environment for advertisers to invest in TV advertising to capture the attention of the growing consumer base. In conclusion, the Traditional TV Advertising market in Nigeria is developing due to the strong customer preference for TV as a form of entertainment and the wide reach of television. The increase in the number of TV channels and the rise of product placement in TV shows are key trends in the market. Advertisers need to consider the local special circumstances, such as the diverse culture and preferences, when designing their TV advertising campaigns. The underlying macroeconomic factors, including the steady economic growth and rising middle class, have also contributed to the development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Television changed the world; now technology is changing television. After a pandemic-related decrease in ad spending in 2020, global television ad spending has since returned to growth over the first half of the 2020s but has not succeeded in going back to its pre-pandemic figures. At the same time, TV’s share of global ad spending has been decreasing year-after-year. TV’s global deceleration is mostly attributable to a slowdown in linear TV investments, while spending on digital TV is showing no signs of slowing down. Connected TV (CTV) ad revenue worldwide is expected to almost double between 2022 and 2028, as more and more viewers ditch linear TV in favor of devices connected to the internet.