One event that will reverberate through the industry in the year, experts have argued, is the general elections scheduled to hold in the first quarter of the year. Experts predicted that the expected rise in activities in the nation’s political firmament, will, without doubt, result in a surge in advertising spend in this quarter. This optimism is predicated on the fact that the political space is becoming increasingly competitive, with the gladiators in that space doing everything humanly possible to outwit one another.
For instance, for the first time in a long while, a viable opposition seems to be taking every step possible to ensure that power is wrestled from the ruling Peoples Democratic Party (PDP), with billions of naira being set aside to ensure a successful campaign.
This is, however, without its implications. Experts are of the opinion that ad budgets are likely to be jerked up by politicians to ensure success at the polls.
“Some of these funds will actually go into advertising and propaganda, with the industry, definitely being the richer for it. In fact, we’ve started seeing that at the tail end of last year where accusations and counter-accusations were being traded by the political gladiators from different political parties. This will definitely crystalise in huge ad spends this year,’ argued Kehinde Akinfolarin, a marketing communication expert.
Akinfolarin, however, noted that the only snag is the fact that majority of these ad spends may not pass through the practitioners, but cronies of politicians as a means of ‘compensation’.
Perhaps another of those factors that may shape the year is the advent of digital broadcasting in Nigeria. Nigeria, just like other member countries of the International Telecommunications Union has been mandated to migrate from its present analogue broadcasting to digital, and the country has till June 17, 2015 to comply.
Interestingly, as significant and highly impactful this major event may be, a lot of Nigerians, are still in the dark as what the future holds in this area. Would Nigerians begin to part with their hard-earned funds now for them to access their once beloved local channels, which by June would have been on digital platform? How would this development affect advertising? These and some other puzzles, many believe, would be unraveled as the digital race kicks off in the second quarter of the year.
The Chief Executive Officer of ACC Broadcast Multimedia Ltd, operators of the WAWOOTV, Dr Don Pedro Obaseki, believed the migration would have a significant impact on the broadcast space.
Besides the picture quality which, he argued, would be clearer, he added that a lot of television sets may have to be replaced for not being digital-compliant. He also believed some of the tv sets would have to be supported by decoders for their owners to be able to access pictures and sound.
Perhaps some Nigerians, especially those in the remote corners of the country, would not have access to broadcasting since the implementation of the digital exercise may be gradual and, expectedly, start from the cities.
The Vice President of the Advertisers’ Association of Nigeria (ADVAN) Mr. Kachi Onubogu believes the impact on the nation’s economy would be huge; since it would throw up an otherwise non-existent industry.
‘For instance, with millions of Nigerians going for decoders, expected to be produced locally here, to boot their tv sets at home, you can imagine the number of Nigerians that would be employed in those plants where the decoders would be produced,’ he stated.
Interestingly, the African Cup of Nations (AFCON), scheduled to start this month in Equitorial Guinea would have been another money spinner for the industry this year, but for the absence of the country’s national football team at the soccer fiesta.
‘It is an open secret that brands such as Glo, Guinness, Pepsi, First Bank and other traditional supporters of the Super Eagles are still smarting over the fact that they would not have the opportunity of using that soccer event window to again showcase their products to millions of football fans within Nigeria, that constitute their primary markets.
‘The fact is that, for many Nigerians, the tournament does not exist since the nation’s soccer team is not participating. And definitely, this is a huge negative for our industry,’ argued John Edeh, another marketing communication practitioner.
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