media spend level

Media Plan Buying Rationale

Media Spend GuideMedia Plan

At this launch stage, testing the effectiveness of the

campaign is very important, i.e. beside creating

awareness for a brand, you need quick feedback that

tells you if the ad is delivery sales or not. And is

appropriate positioning achieved based on the

communication material and medium the ad is been

seen or heard?

Introduction

Media Selection Rationale

Media RateUsers Affinity% ReachContent

LikesHighly rated time belt and

channels should be considered in a media plan

Selection should also be based on the consumer

affinity to the TV station i.e. premium or low-end

contents

The eye-balls, the likes and followership a content gets determine its selection in a

media plan

The cost rate of a TV program or Radio station

determines its selection in a media plan, lower gets first

consideration

Media Planning Options

Gold Plan

Silver Plan

Bronze Plan

this is the ideal spend for any brand playing in a clustered and highly competitive market category, launching at a maximum spend level

it is an ambitious media investment level for a brand in a clustered market category, spending at an average level among top established competition

this is below the market recommended investment, but with traction in Lagos or the brand strongest market

The Gold Media Plan

Ⅰ

Ⅱ

Ⅲ

Ⅳ

ⅤPan-Nigeria

More inclusive, covering all states in Nigeria

through Cable & Network channel buy-in i.e. DSTV,

NTA, AIT

Lagos Inclusive

NTA & AIT Dominance

Fast DeliveryThe plan delivers the

highest Reach & the most suitable tactical buy to

gain immediate awareness across Nigeria

High Budget

Lagos is the only state that is included in the Gold

plan, being the hub of CPG in Nigeria.

Lagos is the only state where private TV channels dominate, other state has

only NTA & AIT as the most watched TV channel.

The budget is usually high because deployment is cable, network channel and Lagos where cost of buying media is relatively high

Pocket Deployment Income Dependent Budget Dependent Distribution Strength

Radio as PriorityLagos and other economically viable states i.e. Kano, PH, Abuja, Ibadan are considered when adopting the Silver media plan approach to launch a brand

The media investment cost involved is low compare to the Gold plan, but limited to states with high income-earners population.

Recommended media plan for new brand with

average category budget, testing its brand

acceptance in Nigeria

This plan focuses on lucrative states and the brand distributorship strength and locations

High use of Radio is recommended to gain traction within short period of launch

Silver Media Plan

Bronze Media Plan

Lagos Only Spend

Low Budget BrandsSpending at a low level that will enable the brand to grow into other markets (states) at a well studied approach gradually and steadily

First Touch PointThe deployment consider Lagos as the first touch point for most consumer goods and services in Nigeria

This media plan focuses only on Lagos without any direct media investment in other states, as it is the most developed market in Nigeria

0%Abuja

20%

40%

60%

80%

100%

120%

140%

PH Ibadan Kano

AIT NTA Others STV RSTV

TV Ratings

Top 5 TV Channels in Lagos

AITGeneral entertainment content and popular with its early morning newspaper review – Kaakaki

TVCStrongly rated for political programs and general entertainment.

ONTVPopular for entertainment and youthful contents. Leading across Lagos with Jodi Akbar being its most popular program

Channels TVMostly refer to as Nigeria CNN due to its deep news reporting and coverage, popular among the ABC

Galaxy TVPopular among the lower class Lagos TV viewers with high number of Nollywood

13%15% 11%

20% 9%

Others are STV, LTV, MITV

◆ Fee Model

Agencies Fee is based on two scenario:

Service FeeAgencies are paid a 15%

on the GROSS media spend i.e. the gross is before any deduction – the real value of media

investment before discounts

Flat FeeBase on the volume and

value of business a Retainer is usually

agreed and it usually last for a minimum of 1 year

100%15%

media spend level

Marketing