Though advertising expenditure dropped in the Above-the-Line (ATL) segment of the media last year to $225 million (N81 billion), as against previous year’s spending of N88 billion, advertising budgets remain focused on television and newspapers, as outdoor and radio advertising volume drops.
Contrary to trends in the U.S. or Europe, where the lion’s share of ad budgets is focused on internet and TV marketing, media observers had projected that between 2018 and 2020 the majority of advertising dollars in Nigeria will be devoted to TV and video promotion…
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