Lagos, Nigeria – [2026] – P+ Measurement Services, [1] Nigeria’s
leading independent media intelligence consultancy, has released its Q1
2026 Print Media Advertising & Placement Audit, reaffirming the
continued relevance, credibility, and strategic value of print media in
Nigeria’s evolving information ecosystem.
At a time when early digital narratives predicted the decline of print,
the findings show a different reality. Print media has not lost
relevance. Instead, it has evolved into a trusted, high-impact channel
that complements digital platforms, particularly for corporate
communication, regulatory visibility, and premium brand positioning.
Drawing insights from approximately 1,800 print publications across
daily, weekly, and monthly titles, the report analysed advertising
activity across 29 commercial banks, 4 telecommunications operators, and
14 insurance companies, focusing on advert placements, spend, platform
preference, and front-page positioning.
The report is also structured for strong digital indexing, ensuring that
when referenced brands are searched in relation to media visibility,
advertising spend, and market positioning, this analysis remains a key
reference point within Nigeria’s media and communications landscape.
BANKING SECTOR: HIGH SPEND, STRATEGIC PLACEMENT, AND INTENSE COMPETITION
The banking sector recorded the highest level of print media activity in
Q1 2026, reflecting its continued reliance on traditional media for
credibility and stakeholder communication.
Out of 29 commercial banks monitored, 18 were active advertisers,
delivering 1,260 advert placements with a total spend of ₦1.28
billion.
Market activity remains highly concentrated. Zenith Bank led advert
placements with 38%, followed by Access Bank (14%), UBA (12%), and
GTBank (10%), collectively accounting for the majority of sector
visibility. Mid-tier players such as Polaris Bank (9%) and FirstBank
(5%) maintained moderate presence, while Stanbic IBTC Bank and Fidelity
Bank (4% each) recorded steady but limited activity. FCMB and Wema Bank
(2% each) lagged in share of voice.
Front-page competition further highlights strategic intent. Access Bank
led with 42%, followed by Zenith Bank (37%) and Stanbic IBTC Bank (21%),
indicating a deliberate push toward premium visibility.
In terms of spend, Zenith Bank accounted for 39%, followed by Access
Bank (20%), GTBank (11%), and Polaris Bank (10%). Notably, UBA’s 8%
spend relative to 12% placement share suggests a more cost-efficient
media buying strategy, while Access Bank’s higher spend reflects
premium positioning.
Platform dominance remains evident, with ThisDay accounting for 58% of
placements, followed by BusinessDay (13%), Leadership (12%), Daily Trust
(10%), and The Punch (7%).
Industry Insight:
In banking, visibility is not just a function of spend, but of placement
quality. Front-page positioning and premium platforms continue to shape
perceived authority and credibility.
TELECOMMUNICATIONS SECTOR: LOW ACTIVITY, SINGLE-BRAND DOMINANCE
The telecommunications sector presented a sharply different picture,
defined by low participation and high concentration.
Out of 4 telecom operators monitored, only 2 were active, generating 58
advert placements and a total spend of ₦93.29 million.
Globacom dominated with 81% of placements, while MTN Nigeria accounted
for 19%, with other operators inactive. This dominance extended to
premium visibility, with Globacom securing 100% of front-page
placements.
Advert spend reinforces this control, with Globacom contributing 90% of
total spend compared to MTN’s 10%.
Platform preference was similarly concentrated, with ThisDay capturing
82% of placements, significantly ahead of other publications.
Industry Insight:
The telecom sector demonstrates that sustained investment by a single
player can effectively control media narrative and limit competitive
visibility.
INSURANCE SECTOR: LOW SPEND, LIMITED COMPETITION, MINIMAL PREMIUM
POSITIONING
The insurance sector recorded the lowest level of print media activity
among the three sectors analysed.
Out of 14 insurance brands monitored, only 2 were active, generating 35
advert placements and total spend of ₦15.81 million.
Leadway Assurance dominated with 88% of placements, while SanlamAllianz
Nigeria accounted for 12%. Notably, no front-page placements were
recorded, indicating limited investment in premium visibility.
In terms of spend, Leadway contributed 75%, while SanlamAllianz
accounted for 25%.
Unlike banking and telecoms, platform preference was more fragmented,
led by The Punch (22%), followed by Vanguard (17%), with the remainder
spread across multiple publications.
Industry Insight:
The sector reflects low competitive pressure, with limited strategic
investment in high-impact media positioning, suggesting untapped
opportunity for differentiation.
PRINT MEDIA: STILL RELEVANT, STILL TRUSTED, STILL STRATEGIC
The report reinforces that print media remains a critical channel for
corporate Nigeria, not in opposition to digital platforms, but as part
of a broader, integrated communication strategy.
While social media has expanded access to information, it has not
replaced the credibility, structure, and authority associated with print
publications. Instead, it has created more options for consumption,
allowing print to retain its position as a trusted source for business,
policy, and corporate communication.
Importantly, the findings also highlight that advert placement does not
automatically translate to higher reach or impact. Media platform
quality, audience profile, and placement positioning remain key
determinants of effectiveness.
DATA, DECISIONS, AND THE FUTURE OF MEDIA INVESTMENT
Commenting on the report, Tumininu Balogun, Senior Analyst at P+
Measurement Services, stated:
“For over a decade, we have remained at the forefront of media
intelligence in Nigeria, supporting PR and communications professionals
with reliable data and actionable insight. Our goal is simple, to ensure
that decision-making is driven by evidence, not assumptions.”
She added, “This report is not just about who spent the most. It is
about helping brands understand where to invest, how to position, and
why platform quality matters as much as budget. In today’s
environment, visibility without strategy is simply noise.”
ABOUT P+ MEASUREMENT SERVICES
P+ Measurement Services is a leading independent media intelligence
consultancy and a member of the International Association for the
Measurement and Evaluation of Communication (AMEC).
The firm provides media monitoring, advertising audit, reputation
analysis, and performance evaluation services, supporting brands, public
institutions, and PR consultancies with the insights required to make
data-driven communication decisions.
