Thisday tops in advert earnings as Access Bank spends more – Report

LAGOS, Nigeria – Thisday Newspaper remains the favourite of banks, insurance and other companies when it comes to placement of adverts in the media, a media intelligence and public relations audit carried out by foremost PR Evaluation agency, P+ Measurement Services has revealed.

The report was anchored on analysis of the content of 44 newspaper and magazines in the first quarters of 2019 and 2020.

Speaking on the report, Philip Odiakose, Lead Consultant, P+ Measurement Services said: “The desire to help communications professionals and PR experts understand the essence of data and telling brands’ stories with data made this achievable”. 

He said that sampled data and platforms include 21 commercial banks in Nigeria and leading insurance companies’ media data, 44 newspapers including magazines; online media publications consisting of blogs, forums, financial sites, insurance sites, online news-sites and brand sites. 

According to the report, the most engaged media in the order of importance to the banks were Thisday, Businessday, The Nation and Independent Newspapers.

As per earnings from advertisement, Thisday  topped the list, recording N587, 205,000 in the first quarter of 2019 and N399, 835, 000 in the first quarter of 2020, followed by Businessday, which amassed N108, 141, 180 in the first quarter of 2019 and N101, 675,413 in the  first quarter of  2020. Leadership Newspaper is next with N29, 351, 00 in the first quarter 2019 and N70, 600,511 in the first quarter of 2020.

In terms of advert earnings from insurance firms, Businessday led the pack, making N15, 058, 845 in the first quarter of 2019 and N10,845, 700  in first quarter of 2020, followed by Punch Newspaper, which raked in N6,721, 296 in the first quarter of 2019 and N3,609,757 in the first quarter of 2020.

 Thisday Newspaper is third in terms of advert earnings from the insurance sector, recording sales to the tune of N1,013,808 in the first quarter of 2019 and N1, 350,000 in the first quarter of 2020.

According to the report, Access Bank Plc has spent more on media patronage than any other bank, with N165, 262, 959 spent on advert in first quarter of 2019 and N163, 090, 058 in the first quarter of 2020, followed by Zenith Bank Plc with N78,079,091 spent on advertisement in the first quarter of 2019 and N161, 661,942 in the first quarter of 2020, followed by Fidelity Bank, N81, 807, 900 in the first quarter of 2019 and N92,586, 035 in the first quarter of 2020.

United Bank for Africa (UBA) spent N42, 846,209 on adverts in the first quarter of 2019 and N91,301, 131 in the first quarter of 2020, followed by FirstBank, which spent N150, 301,569 in the first quarter of 2019 and N81, 124,871 in the first quarter of 2020.

In the insurance sector, Leadway Assurance topped the list, spending N9, 836,717  for adverts in the first quarter of 2019 and N10,578,051 in the first quarter of 2020, followed by AXA Mansard with N4, 831,500 in the first quarter of 2019 and N5, 715,100 in the first quarter of 2020.

Next is Consolidated Hallmark Insurance, which spent N3, 066, 045 on adverts in the first quarter of  2019 and N3, 814,100 in the first quarter of 2020, followed by Custodian N11, 007,652 in the  first quarter of 2019 and Allianz with N5, 721,001 spent on adverts in the first quarter of 2019.

The P+Measurement Services’ report also took a look at media prominence of Chief Executive Officers of banks and insurance companies and came out with the findings and FirstBank’s MD, Mr. Adesola Adeduntan got more prominence than others, followed by Mr. Herbert Wigwe of Access Bank and then Mr. Segun Agbaje of Gtbank.

Eddie Efekoha of Consolidated Hallmark Insurance got more media prominence in the insurance sector, followed by Babatunde Fafemirokun of AIICO Insurance Plc and then  Tunde Hassan-Odukale of Leadway Assurance.

In terms of media engagement on Corporate Social Responsibility(CSR) and Corporate Social Investment (CSI), Gtbank topped the list, followed by UBA, Fidelity Bank, Stanbic Bank, and then Access Bank. In the insurance, Consolidated Hallmark Insurance (CHI) led the pack, followed by Leadway and then  AIICO. The report also mentioned names of reporters, that gave publicity to the media engagement outings by the various brands. Click here to download the full report by P+ Measurement Services.