Covid-19 eruption caused a drastic shift in online adspend- Adamu Abadam
By Felicia Nwosu
Advertising expert, Adamu Isah Abadam, General Manager, Borno Radio and TV corporation, Maiduguri (BRTV), has observed that the eruption and impact of COVID-19 has caused a drastic shift in online adspends at the expense of other forms of traditional advertising due to increased audience migration to online platforms.
The Borno Radio & TV GM, stated this in an interview with MARKETING EDGE at the APCON induction ceremony where he noted that the print media which used to enjoy the largest allocation of adspend today gets the smallest chunk of the share.
The newly inducted APCON Fellow stated that the advent of the pandemic has disrupted the advertising space, leading to a ripple effect by moving more audience to the online, at the detriment of other traditional means of advertising.
“When you talk of advertising in the current reality, though it has shifted from the normal terrestrial broadcast to the online media, unlike before, in those days, print media used to consume the chunks of advertising spend for the industry.
As time goes on,TV and radio came onboard, that of the print media has reduced drastically, falling from 90% to almost 30%, and now, it has fallen to less than 5% in the economy. Likewise, this has also affected the online media, as well as the terrestrial broadcast of radio and television. Now, the entire broadcast industry, enjoy only 20% of the total bulk of advertisements in the country. The 80% goes to online media, so there is a complete change and shift in the whole system.
The experienced advertiser revealed that it has not been a smooth journey for practitioners with state owned stations as they thrive to make ends meet to sustain the business.
“For those with state owned stations, the thing we can do is to maintain advertisement as a department in the corporation, but we have less to achieve in the market. But my appeal to the industry is that, I want APCON to strategise, to train the broadcasters, especially the advertisers, in all the sectors, so that we will have a synergy in sharing the revenue accrued to advertising in the country“
Adamu Isah Abadam got inducted as an associate member in 1991, here in Lagos, before he was recently inducted at the just concluded prestigious APCON induction ceremony to serve as a fellow in the advertising industry, which is the highest cadre in the industry.
The consummate advertiser wears multiple hats with 30 years experience in the industry, leading as the general manager and also as the zonal chairman of the Board, north-east zone.
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