By Modupe Gbadeyanka

A strategic research-driven report designed to complement its well-established PR Measurement and Performance Audit reporting suite has been launched by P+ Measurement Services.

This new product by Nigeria’s foremost media intelligence consultancy will help Public Relations (PR) and Communications professional understand media narratives because it introduces a more advanced and dimensional approach to media evaluation, focusing specifically on reputation, sentiment, and executive media positioning.

Developed through months of empirical research and aligned with global best practices, it leverages a lexicon-based methodology supported by the Harvard General Inquirer, one of the most reputable frameworks in computational sentiment analysis.

The report comprises two proprietary modules: the Sentiment Depth Scoring Framework and the CEO Intelligence Dashboard.

It was explained that the Sentiment Depth Scoring Framework redefines the limits of traditional sentiment analysis by moving beyond the basic classifications of positive, negative, and neutral. Instead, it evaluates media narratives across nine distinct sentiment levels: strongly positive, positive, moderately positive, slightly positive, neutral, slightly negative, moderately negative, negative, and strongly negative.

This refined framework allows for a more accurate interpretation of tone, better context awareness, and reputation-weighted insights, making it possible to distinguish between mere positivity and meaningful brand impact, or between mild criticism and reputational risk.

On its part, the CEO Intelligence Dashboard brings executive visibility into sharper analytical focus, offering a research-backed assessment of how CEOs and business leaders are portrayed in the media.

It analyzes leadership positioning through metrics such as CEO thought leadership share, sentiment weight score, media share versus competitors, brand reputation score, and competitive sentiment frequency, all of which are compiled by P+’s in-house team of industry analysts with expertise in media research and sector-specific communication trends.

Unlike automated dashboards or AI-generated summaries, the Reputation Sentiment Intelligence Report is grounded in research methodology and interpreted by experienced analysts. This ensures that the insight delivered is not just accurate but also relevant to context, industry trends, and communication objectives.

The release of this product means clients of P+ Measurement Services now have access to two comprehensive PR media audit reports: the long-established PR Measurement and Performance Audit, and the newly introduced Reputation Sentiment Intelligence Report.

“This product marks a defining shift in how PR and communication professionals can view and understand media narratives. Too often, sentiment analysis is flattened into three general categories, which oversimplifies how audiences engage with brand stories and leadership perception.

“Our Reputation Sentiment Intelligence Report is human-led, built on deep research, and designed to uncover nuance, not hide it. We are proud to make this available to an industry in need of more clarity and contextual truth,” the Executive Director of Operations at P+ Measurement Services, Olufunke Mohammed, stated.

By Aduragbemi Omiyale

The desire to expand access to clear energy for millions of Nigeria has spurred Baobab Plus Nigeria to partner with LAPO Microfinance Bank.

With this collaboration, Baobab+ solar products such as Solar Home Systems, Solar Generators and Solar Power Stations will be available to more Nigerians through flexible financing plans provided by LAPO Microfinance Bank.

With this reach extended to over 100,000 local communities in rural and peri-urban areas, including individuals, families, and small business owners, who face energy insecurity and high electricity costs, can now enjoy reliable and renewable energy at affordable rates.

Baobab+ Nigeria is a leader in solar energy and digital inclusion. It is committed to accelerating access to clean and affordable energy solutions across the country.

Joining forces with LAPO Microfinance Bank is strategic because the small lender is the largest microfinance institution in Nigeria with over 500 branches in 34 states, including the FCT, Abuja, and 6 million active clients.

With over three decades of experience in providing financial services to low-income individuals, LAPO Microfinance Bank boasts of an expansive branch network and deep community trust.

Through this collaboration, customers will be able to walk into any LAPO branch and finance Baobab+ solar products through convenient repayment plans tailored to their income level.

“At Baobab+, our mission has always been to democratize access to clean energy and digital technology, especially for underserved populations.

“Through this partnership with LAPO Microfinance Bank, we are bringing that mission to life by offering more people the opportunity to power their homes and businesses sustainably and affordably,” the chief executive of Baobab+, Mr Kolawole Osinowo, stated.

On her part, the Managing Director of LAPO MFB, Ms Cynthia Ikponmwosa, said, “LAPO Microfinance Bank began its journey into the sustainability space as far back as 2012, with initiatives focused on financial inclusion and environmental responsibility.

“This partnership marks a new phase in that journey, enabling us to finance clean energy solutions that improve livelihoods, reduce carbon footprints, and close the energy access gap for millions of Nigerians.”

Business Post reports that this launch comes at a crucial time when over 86 million Nigerians continue to face the challenges of inconsistent electricity supply, fuel price volatility, and rising energy costs.

Baobab+ solar solutions not only provide an environmentally friendly alternative but also help reduce daily operational costs for small businesses and improve the quality of life for households.

Baobab+ and LAPO Microfinance Bank partnership reinforces both organizations’ commitment to empowering Nigerians with innovative solutions that bridge the energy access gap and drive inclusive growth. Essentially, access to energy is also a foundational driver of economic development, health, education, and social inclusion.

The 2025 edition of the iconic Ojude Oba Festival has emerged as one of Nigeria’s most impactful cultural events in terms of media performance, with strong local resonance and measurable international interest. A comprehensive report released by P+ Measurement Services, a Lagos-based independent media intelligence consultancy, offers a data-driven audit of the media footprint of the festival based on media data harvested from June 1 to June 23, 2025.

Analysis reveals that the Ojude Oba Festival maintained a healthy media sentiment profile. 60% of the coverage across print, broadcast, and digital platforms was classified as positive, citing the festival’s vibrant cultural displays, its economic impact on Ijebu Ode, and the successful coordination of high-profile participation. Thirty percent of the content was neutral, focused on news reportage and factual event summaries. Only 10% of total coverage recorded negative sentiment, primarily tied to logistics such as congestion, travel delays, and crowd management.

Geographically, 85% of media exposure originated from Nigerian media, driven by extensive coverage from national and regional outlets such as Channels TV, The Guardian, Arise News, Tribune Online, and Ogun State Television. The remaining 15% of the coverage came from international outlets including CNN, BBC Africa, Africa News, and Reuters, signifying a growing appetite for Nigerian cultural content on the global stage. The United Kingdom, France, the United States, Ghana and South Africa were identified as key foreign media sources contributing to the international spread of the festival’s image.

In terms of media distribution, online and digital platforms led by a wide margin, accounting for 70% of total media mentions. The near-real-time amplification of festival highlights via X (formerly Twitter), Instagram, YouTube, and blogs significantly shaped the public conversation. Print media retained relevance with 20% of the total share, focusing on pictorial storytelling and editorial features, while broadcast channels, including live event coverage and cultural documentaries, made up the remaining 10%.

The cumulative global media reach of Ojude Oba 2025 was recorded at 124,833,210 individuals, according to analytics pulled from social listening and media database indexing. This figure indicates substantial public engagement and a rising interest in Yoruba traditions, particularly among diaspora communities and heritage tourism advocates.

Among the most visible search terms and hashtags that drove engagement during the festival period were #OjudeOba2025, #IjebuHeritage, #AwujaleLive, #IjebuOde, #FestivalOfColors, #CulturalHeritage, and #AfricanCulture. These were not only driven by official media coverage but also by influencer marketing, user-generated content, and brand activations tied to the event.

Corporate sponsorship played a key role in shaping the visibility and tone of the media narratives. The top five most-mentioned brands during the festival period were Globacom, Goldberg (Nigerian Breweries), Orijin (Diageo Nigeria), FCMB, and Rite Foods (producers of Fearless and Bigi). Their presence was amplified through branded installations, promotional giveaways, community initiatives, and high-visibility event partnerships, reflecting the festival’s growing significance as a strategic marketing platform.

Ojude Oba’s media performance in 2025 points to three key outcomes: the event is not only a vibrant cultural expression but also an evolving asset for cultural diplomacy, brand storytelling, and heritage-based tourism development. The favorable sentiment score (60%), significant audience reach (124 million+), and expanding global footprint suggest that the festival is well-positioned to attract more structured public-private investments.

From a strategic communication standpoint, P+ Measurement Services recommends that the festival’s PR team prioritize four core focus areas going forward:

1. Advance Digital Integration: Strengthen cross-platform storytelling using influencers, vlogs, and immersive content formats (e.g., 360° video, virtual parades).
2. Global Syndication Strategy: Deepen relationships with international media correspondents and diaspora cultural platforms to drive sustained coverage before and after the event.
3. Media WatchDog Sentiment Monitoring: Implement near-real-time crisis response frameworks with media monitoring services support for managing potential risks like crowd control incidents or political hijacking of narratives.
4. Data-Driven Brand Partnerships: Encourage sponsors to activate with community-focused narratives and measurable ROO outcomes to build long-term association equity.

As Nigeria continues to redefine its cultural exports and tourism offerings, Ojude Oba Festival stands out as a case study in leveraging tradition for modern relevance, media amplification, and brand alignment. The 2025 media footprint confirms its status not just as a celebration of heritage, but as a powerful soft power tool with growing international appeal.