Experts project heavy year-end advertising, Say 2026 hinges on policies

Uduak Bassey, Chief Executive Officer of Plural Media, and Greg Odutayo, Managing Director and Chief Executive Officer of Royal Roots Nigeria.

By Felicia Nwosu

Some experts in Nigeria’s integrated marketing communications sector project a significant rise in advertising expenditure in the final quarter of 2025, while they caution that early 2026 may present uncertainties shaped by policy shifts, taxation, and the political climate.

Plural Media CEO’s Perspective

Speaking on the industry’s performance and future direction, Uduak Bassey, Chief Executive Officer of Plural Media, noted that the last three months of the year traditionally record higher advertising activity, a trend that he expects to continue this year.

He explained that spending patterns so far point to a positive end, driven by improved economic indicators.

“The last quarter of the year is usually a boom period, so we believe there will be a significant shift in ad spend towards that end,” Bassey said.

Caution on 2026 Outlook

However, he added a note of caution on what lies ahead in 2026, stressing that the first quarter of the year is often sluggish due to delayed corporate budgeting and government-related uncertainties.

“We cannot assume that a buoyant Q4 will automatically translate into a strong Q1,” Bassey explained.

“The first three months are usually slow, and with an election cycle approaching, businesses may adopt a conservative stance.

While I do not expect ad spend to drop below this year’s levels, many factors could reshape projections.”

Royal Roots Nigeria’s View

Adding his perspective, Greg Odutayo, Managing Director and Chief Executive Officer of Royal Roots Nigeria, highlighted the critical role of advertising spend in boosting both brand performance and the wider economy.

According to him, integrated marketing communications currently contribute about 16.5 percent to Nigeria’s GDP, underscoring its importance to business growth.

Transition into Year-End Budgets

“From September into October, we usually see a transition period where brands begin to reallocate budgets aggressively,” Odutayo stated.

“With year-end targets in view, companies will push harder to improve their bottom lines and deliver value to stakeholders.

Cutting back on spend at this time would be a huge disservice to any brand, given the competitive pressures in the market.”

Economic Stability Encourages Spend

Odutayo further pointed to signs of economic stabilization that could encourage bolder investments in marketing.

“Inflation remains high, but the naira has strengthened, hovering around ₦1,500 to the dollar and even lower in some banks, while foreign reserves are now above $44 billion,” he said.

“With improved access to international transactions and a more stable exchange rate, brands have no excuse not to leverage these gains.”

Shared Outlook

Both executives agreed that Q4 2025 will provide strong momentum for advertisers.

While Odutayo stressed the need for consistent spending to maintain competitiveness, Bassey warned that 2026 may test the industry’s resilience, depending on government policies and the evolving economic landscape.