Nigeria’s traditional TV ads spend to reach $401m in 2025
By Seun Johnson
Traditional TV advertising spend in Nigeria is poised to witness steady growth, with the sector reaching $401.50 million in 2025.
According to a recent forecast by Statista, this upward trajectory is expected to continue with a compound annual growth rate (CAGR) of 2.81% from 2025 to 2029, culminating in a market volume of 448.50 million dollars by 2029.
The report further revealed that advertisers are projected to invest an average of $4.76 per Nigerian TV viewer in the year under review. This largely explains the enduring value of traditional television in the country’s media space.
The Statista projections also indicate that by 2029, Nigeria’s traditional TV advertising market will surpass 92 million users. Between 2025 and 2029, the country’s TV and video advertising sector is expected to experience a compound annual growth rate of 3.55%, reaching a market volume of approximately US$604.50 million by 2029.
In 2025, the average advertising expenditure per individual is expected to be US$2.24. This growth is partly driven by a surge in local content production which reflects the increasing demand for authentic Nigerian programming.
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Regardless of its promising future, industry experts foresee the rise of digital platforms and the high costs of production as major challenges that the sector will have to contend with. These hurdles are however expected to serve as catalysts for innovation.
Rather than viewing the challenges as setbacks, advertisers are advised to embrace them as opportunities to rethink their strategies.
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