General
Flutterwave, MTN Nigeria, Bolt Outpace Competitors in Media Engagement
Despite Nigeria’s prevailing economic difficulties, including heightened inflation and increasing operational costs, the fintech, telecommunications, and ride-hailing industries have maintained a robust media presence and public awareness footprint. This sustained success is attributed to strategic media relations, effective marketing campaigns, and the impressive data shared with the media during Q3 2024, which collectively bolstered public perception and instilled confidence in these sectors.
An in-depth media performance analysis conducted by P+ Measurement Services, Nigeria’s leading media intelligence and PR audit agency, tracked and audited media coverage of these sectors across both online and print platforms. The agency monitored over 1.3 million online publications—spanning blogs, branded publications, forums, and global news sources—alongside approximately 5,115 print publications, including daily, weekly, and monthly editions. This comprehensive tracking enabled P+ Measurement Services to extract key PR metrics, such as sentiment analysis of reporters, editors, publishers, and opinion leaders, CEO performance assessments, spokesperson analysis, and overall topic prominence.
Key Insights from Q3 Media Performance Audit
Fintech Sector
The audit examined eight fintech companies, highlighting their competitive dynamics through extensive media tracking. Flutterwave emerged as the frontrunner, capturing a significant 42% share of total media coverage, largely driven by the expansion of its SEND App Remittance Service to 49 U.S. states. This reflects Flutterwave’s strong media strategy, showcasing its influence and outreach. Following Flutterwave, Moniepoint attained a 29% share, propelled by its announcement of new security features to enhance customer protection. Opay held 20% of the media share, supported by its introduction of a Night Guard feature, while Kuda trailed with a 9% share, indicating lower media engagement despite its growing customer base. These results emphasize the competitive nature within the fintech sector, with Flutterwave’s proactive strategies setting the standard for media prominence.
Telecommunications Sector
In telecommunications, MTN Nigeria dominated, achieving a 49% share of media coverage, significantly driven by the extension of its tower lease agreements with IHS Nigeria until 2032. This reinforced MTN’s position as a market leader with a consistent and strategic media approach. Globacom followed with a 21% share, its visibility amplified by its partnership with the Lagos State Government on the M-Agric Lottery Service, aimed at food sufficiency. In contrast, Airtel Nigeria and 9mobile registered 15% each in media coverage, highlighting the disparity in media engagement. MTN’s consistent and dominant media profile underscores its established influence and proactive communications strategy.
Ride-Hailing Sector
Among the ride-hailing companies analyzed, Bolt Nigeria stood out, securing 51% of media exposure due to its proactive measures, such as introducing an optional verification feature for riders in Nigeria. InDrive followed with 29%, driven by its celebration of achieving 5 billion deals, while Uber Nigeria secured 19%. Rida Nigeria lagged significantly with just 1% media visibility. The variance in coverage reveals differing levels of media engagement and strategic media presence within the ride-hailing industry, with Bolt Nigeria clearly outperforming its competitors.
Comparative Analysis: Sector Disparities and Strategic Implications
The analysis draws attention to the concentration of media prominence within a select number of leading brands across the fintech, telecommunications, and ride-hailing sectors. This trend highlights the critical role of strategic media management, where top brands such as Flutterwave, MTN Nigeria, and Bolt Nigeria have effectively leveraged media relations to sustain strong public profiles, reinforcing their market dominance and credibility.
The disparity in media engagement across sectors further emphasizes the varying levels of success in deploying tailored PR and communications strategies. In a rapidly evolving digital landscape, maintaining consistent and strategic media visibility is crucial for brands seeking to remain competitive and relevant, especially within Nigeria’s dynamic business environment.
General
Bill Seeking Creation of Unified Emergency Number Passes Second Reading
By Adedapo Adesanya
Nigeria’s crisis-response bill seeking to establish a single, toll-free, three-digit emergency number for nationwide use passed for second reading in the Senate this week.
Sponsored by Mr Abdulaziz Musa Yar’adua, the proposed legislation aims to replace the country’s chaotic patchwork of emergency lines with a unified code—112—that citizens can dial for police, fire, medical, rescue and other life-threatening situations.
Lawmakers said the reform is urgently needed to address delays, miscommunication and avoidable deaths linked to Nigeria’s fragmented response system amid rising insecurity.
Leading debate, Mr Yar’adua said Nigeria has outgrown the “operational disorder” caused by multiple emergency numbers in Lagos, Abuja, Ogun and other states for ambulance services, police intervention, fire incidents, domestic violence, child abuse and other crises.
He said, “This bill seeks to provide for a nationwide toll-free emergency number that will aid the implementation of a national system of reporting emergencies.
“The presence of multiple emergency numbers in Nigeria has been identified as an impediment to getting accelerated emergency response.”
Mr Yar’adua noted that the reform would bring Nigeria in line with global best practices, citing the United States, United Kingdom and India, countries where a single emergency line has improved coordination, enhanced location tracking and strengthened first responders’ efficiency.
With an estimated 90 per cent of Nigerians owning mobile phones, he said the unified number would significantly widen public access to emergency services.
Under the bill, all calls and text messages would be routed to the nearest public safety answering point or control room.
He urged the Senate to fast-track the bill’s passage, stressing the need for close collaboration with the Nigerian Communications Commission (NCC), relevant agencies and telecom operators to ensure nationwide coverage.
Senator Ali Ndume described the reform as “timely and very, very important,” warning that the absence of a reliable reporting channel has worsened Nigeria’s security vulnerabilities.
“One of the challenges we are having during this heightened insecurity is lack of proper or effective communication with the affected agencies,” Ndume said.
“If we do this, we are enhancing and contributing to solving the security challenges and other related criminalities we are facing,” he added.
Also speaking in support, Senator Mohammed Tahir Monguno said a centralised emergency number would remove barriers to citizen reporting and strengthen public involvement in security management.
He said, “Our security community is always calling on the general public to report what they see.
“There is a need for government to create an avenue where the public can report what they see without any hindrance. The bill would give strength and muscular expression to national calls for vigilance.”
The bill was referred to the Senate Committee on Communications for further legislative work and is expected to be returned for final consideration within four weeks.
General
Tinubu Swears-in Ex-CDS Christopher Musa as Defence Minister
By Modupe Gbadeyanka
The former chief of defence staff (CDS), Mr Christopher Musa, has been sworn-in as the new Minister of Defence.
The retired General of the Nigerian Army took the oath of office for his new position on Thursday in Abuja.
The Special Adviser to the President on Information and Strategy, Mr Bayo Onanuga, confirmed this development in a post shared on X, formerly Twitter, today.
“General Christopher Musa takes oath of office as Nigeria’s new defence minister,” he wrote on the social media platform this afternoon.
Earlier, President Bola Tinubu thanked the Senate for confirming Mr Musa when he was screened for the post on Wednesday.
“Two days ago, I transmitted the name of General Christopher G. Musa, our immediate past Chief of Defence Staff and a fine gentleman, to the Nigerian Senate for confirmation as the Federal Minister of Defence.
“I want to commend the Nigerian Senate for its expedited confirmation of General Musa yesterday. His appointment comes at a critical juncture in our lives as a Nation,” he also posted on his personal page X on Thursday.
The former military officer is taking over from Mr Badaru Abubakar, who resigned on Sunday on health grounds.
General
Presidential Directives Helping to Remove Energy Bottlenecks—Verheijen
By Adedapo Adesanya
The Special Adviser to President Bola Tinubu on Energy, Mrs Olu Verheijen, says Presidential Directives 41 and 42 have emerged as the most transformative policy tools reshaping Nigeria’s oil and gas investment landscape in more than a decade, by helping eliminate bottlenecks.
Mrs Verheijen made this assertion while speaking at the Practical Nigerian Content Forum 2025, noting that the directives issued by her principal in May 2025, are specifically designed to eliminate rent-seeking, slash project timelines, reduce contracting costs, and restore investor confidence in the Nigerian upstream sector.
“These directives are not just policy documents; they are enforceable commitments to make Nigeria competitive again,” she declared.
She noted that before the directives were issued, Nigeria faced chronic delays in contracting cycles, which discouraged capital inflows and stalled major upstream projects.
“For years, investment stagnated because our processes were too slow and too expensive. Presidential Directives 41 and 42 are removing those bottlenecks once and for all,” she said.
According to her, the directives have already begun to shift investor sentiment, unlocking billions of dollars in new commitments from international oil companies.
“We are seeing unprecedented investment inflows. Shell, Chevron and others are returning with confidence because they can now see credible timelines and competitive project economics,” Verheijen said.
Speaking on the link between streamlined contracting and local content development, she stressed that the directives were crafted to reinforce, not weaken, Nigerian participation.
“Local content is not an obstacle; it is a catalyst. It helps us meet national objectives, contain costs, and deliver projects faster when applied correctly,” she explained.
Mrs Verheijen highlighted that the directives complement the government’s data-driven approach to refining local content requirements while ensuring Nigerian talent and enterprises remain central to new investments.
“Our goal is to empower Nigerian companies with opportunities that are commercially sound and globally competitive,” she said.
She pointed to the current spike in industry activity, over 60 active drilling rigs, as evidence that the directives are driving real operational change.
“We have moved from rhetoric to results. These directives have triggered a new cycle of upstream development,” she said.
The energy expert added that the reforms are critical to achieving Nigeria’s production ambition of 3 million barrels of oil and 10 billion standard cubic feet (bscf) of gas per day by 2030.
“To meet these targets, we need speed, efficiency, and collaboration across the value chain. The directives are the foundation for that,” she noted.
She also linked the directives to Nigeria’s broader regional ambitions, including its leadership role in the African Energy Bank.
“With a $100 million facility now launched, we are ensuring that investment translates into jobs, technology transfer, and long-term value for Nigeria,” she said.
Mrs Verheijen concluded by urging the industry to uphold the spirit and letter of the presidential instructions.
“These directives are a collective responsibility. Government, operators, financiers, and host communities must work together to deliver the Nigeria we envision,” she said. “We remain committed to ensuring Nigeria remains Africa’s premier investment destination,” she said.
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