General
55% of Nigerians Will Live in Cities, Towns by 2025—Nielsen
It has been predicted that by 2025, Nigeria will experience 50 percent growth in population in urban areas to emerge the fastest urban growth rate globally, ahead of China and India.
At an event held recently in Lagos by Nielsen, a global measurement and data analytics company, it was stated that this anticipated occurrence would shape the consumer landscape in the country because by that time, about 55 percent of Nigerians would live in cities or towns.
“Everyone is fighting for growth and competition for consumers’ wallets has never been tougher. In a challenging environment, finding opportunities with the right insights become key to help beat the odds,” Managing Director of Nielsen Nigeria, Mr Ged Nooy, said at the event.
Business Post gathered that the Nielsen was mainly organised to look at whether retailers and manufacturers were equipped to beat the odds they were facing in Nigeria by anticipating and preparing for the future.
Beating the consumer odds
Nigeria is a complex market that is characterised by consumers who are upbeat and confident with 81 percent feeling good or excellent about the state of their financials, while at the same time 60 percent of Nigerians say they can only afford the basics.
Forty one percent of Nigerians feel that their quality of life is better but more than half feel that it is worse, leading to a polarisation in the market, with consumers at both ends of the spectrum. This means that marketers need to cater to the demands of those who want value and at the same time, those who are aspirational and want quality, premium products.
Another trend impacting consumer behaviour is the rise of ‘disloyalty’ with 88 percent of consumers across Africa & the Middle East ready to defect from a current brand choice and 45 percent consumers saying they love to try new things. In such a scenario, it becomes all the more important to understand consumer attitudes and perceptions and how they make choices.
Nielsen Executive Director, Thought Leadership Ailsa Wingfield, said, “Opportunities today and tomorrow are about understanding and delivering what consumers need and want. Times are changing.
“There are more products on the shelf today than ever before, from new and existing brands, and a plethora of information points, advocates and advertising telling consumers about them.
“The consumer is spoilt for choice. Brands need to identify their purpose and provide the right value to their customers, if they want to keep them loyal”.
Beating the retail odds
The retail environment is fragmented and tough and across the continent, everyone is fighting for growth. Inflation continues to be a main concern for consumers who feel their wallets are squeezed, while big traditional brands are facing an onslaught of challenges from smaller, more agile, regional players, and new formats and channels are emerging, making a competitive market even more competitive.
In just 10 years, Nigeria’s physical bricks and mortar FMCG universe has nearly doubled in size. Today, there are more than one million outlets selling FMCG products, increasing in size by 500,000 outlets in under 10 years.
However, with the emergence of Modern Trade this growth has been impacted in the short-term. It is also interesting to note that 50 percent of FMCG sales come from 60 LGAs in Nigeria. Given this retail landscape, the need is for precise and efficient distribution and trade strategies.
The future of retail is not limited to physical stores or virtual channels. Streamlined services, digital experiences and frictionless commerce are converging with the ‘bricks and mortar’ and e-commerce worlds set to shape new shopping experiences that provide personalised and on-demand ease, utility and simplicity.
At the same time, the Nigerian shopper is evolving and contributing to the shift in retail dynamics. Nigerians shop 30 times per month and they want value and assortment when they shop. They are also price conscious; with more than 70 percent aware of prices and 95 percent noticing price changes.
Consumer Insights Lead Nielsen West Africa Abiodun Olawale-Cole reported; “There will always be demand for physical stores, but in the evolving retail landscape you need omni channel presence.
“Retailers need to leverage their unique consumer relationships, using the right technologies and a focus on convenience, to expand their consumer touch points. Also, it’s important to understand the evolving Nigerian shopper and delivering to their needs and wants.”
By Modupe Gbadeyanka
Over 50 skilled technicians drawn from various states across the South-West region of Nigeria converged on Ibadan, Oyo State, on Friday for a comprehensive technical and sensitisation training programme for set-top box installers and associated reception equipment technicians.
This training was organised by the National Broadcasting Commission (NBC) in partnership with the Nigerian Communications Satellite Limited (NIGCOMSAT) to guarantee a smooth, efficient, and error-free rollout of Nigeria’s digital broadcasting migration.
Nigeria’s journey toward digital terrestrial television has spanned nearly two decades. The country formally adopted the digital switchover policy in 2008 in line with the International Telecommunication Union’s (ITU) 2006 global mandate, which set a June 2015 deadline for member states.
Successive missed targets in 2017 and beyond stemmed from funding constraints, policy inconsistencies, infrastructure gaps, and logistical challenges. While pilot projects were implemented in Plateau, Lagos, Kano, Enugu, Kwara, Osun, Kaduna, and the Federal Capital Territory, nationwide coverage remained a distant goal.
After substantial public investment exceeding N60 billion with limited results, the federal government unveiled a bold, renewed strategy in 2025 titled The Big Picture on June 17, 2026, with a firm analogue switch-off date set for December 31, 2028.
The new framework introduces a hybrid broadcasting model that intelligently combines Digital Terrestrial Television (DTT), Direct-to-Home (DTH) satellite delivery via NIGCOMSAT-1R, and Internet Protocol (IP)-based distribution.
By prioritising satellite technology, Nigeria leverages its sovereign satellite assets to significantly reduce dependence on expensive terrestrial transmission infrastructure. This approach is projected to accelerate digital television rollout by over 65 per cent while delivering near-instantaneous national coverage.
The Head of the Digital Switchover (DSO) unit and Deputy Director of Public Affairs at the NBC, Mrs Clementine Usman-Wamba, noted that the Ibadan session is the first of many planned across Nigeria’s geopolitical zones.
The Ibadan training directly addresses the technical demands of this hybrid ecosystem. Installers will be equipped with skills in satellite dish alignment for DTH, terrestrial antenna optimisation for DTT signals, and the configuration of hybrid reception devices.
Given the significant departure from analogue systems and earlier pilots, this sensitisation is essential to minimise installation errors, reduce service disruptions, and ensure that even households in rural and underserved communities can enjoy seamless access to superior digital broadcasts.
The FreeTV platform, built on open-standard DVB-S2 technology, will offer up to 100 free-to-air high-definition channels to an estimated 40 million television households across the country.
For terrestrial reception, Nigeria has adopted the advanced DVB-T2 standard with MPEG-4 AVC compression, which supports up to 20 channels per frequency—far more efficient than previous systems.
Consumers can access the service using affordable DVB-S2-compatible set-top boxes (priced between N15,000 and N25,000) or smart TVs with built-in DVB-T2 digital tuners.
Beyond technical excellence, the DSO represents a major national economic transformation project. The reallocation of broadcast spectrum (the “digital dividend”) will unlock new opportunities in telecommunications and broadband services. The advertising market is projected to expand by up to N605.2 billion, while local manufacturing and assembly of reception equipment is expected to generate over 20,000 jobs.
By Adedapo Adesanya
The Nigerian Maritime Administration and Safety Agency (NIMASA) has introduced the Blue Economy Accelerator Programme, a strategic initiative to identify, nurture, and accelerate innovative startups that will contribute to the sustainable growth of Nigeria’s marine and blue economy.
The Blue Economy Accelerator Programme is aimed at attracting young, vibrant minds with innovative ideas capable of transforming Nigeria’s maritime ecosystem.
The Director-General of NIMASA, Mr Dayo Mobereola, said that through the initiative, participants will receive structured business development support, industry mentorship, and technical guidance to convert promising concepts into viable ventures that address critical challenges and opportunities within the blue economy.
“The programme reflects NIMASA’s commitment to supporting the implementation of the vision of the Federal Ministry of Marine and Blue Economy in unlocking the immense potential of the blue economy by empowering young innovators, entrepreneurs, and technology-driven enterprises. We at NIMASA want to provide a platform for investors to identify young talents and invest in them,” he said.
The NIMASA DG commended the Minister of Marine and Blue Economy, Mr Adegboyega Oyetola, for codifying the Marine and Blue Economy Policy as a clear roadmap for the sector’s development and also urged young Nigerians to embrace the programme, which has the potential to transform raw talents into big investments in the maritime sector.
Applications are open to startups and innovators developing solutions across several strategic sectors, including marine waste management and the blue circular economy; aquaculture And sustainable fisheries; maritime technology and logistics innovation; ocean energy including wave, tidal, and offshore renewable energy; marine tourism and coastal recreation; marine biotechnology such as, ocean data and analytics; green Shipping, including vessel decarbonization; smart port solutions; autonomous marine vehicles; biofouling prevention technologies; and coastal resilience through nature-based coastal defence solutions.
The first phase of the programme is expected to attract a minimum of 150 high-quality applications from within and outside the country, provided they are Nigerian citizens.
By Modupe Gbadeyanka
Governor Babajide Sanwo-Olu of Lagos State will declare open the 53rd Annual General Meeting (AGM) and Congress of the Association of Advertising Agencies of Nigeria (AAAN) taking place from July 23–24, 2026, at the Providence Hotel, Ikeja GRA, Lagos.
The event is expected to bring together leaders from advertising, marketing, media, government and the wider creative economy to examine the forces reshaping the industry.
A statement from the group stated that the programme, themed AdVolution: The End of Advertising as We Know It and How to Win What Comes Next, will have the Minister of Information and National Orientation, Mr Mohammed Idris Malagi; the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Mr Lekan Fadolapo, and others in attendance.
The conference will feature keynote presentations by the CMO of Fidelity Bank, Mr Meksley Nwagboh, and the chief executive of Big Cabal Media, Tomiwa Aladekomo. They will share insights on the evolving advertising landscape and the opportunities shaping its future.
This year’s congress comes at a time when artificial intelligence, digital platforms, changing consumer behaviour and the creator economy are transforming how brands connect with audiences and deliver value.
The conference will examine some of the industry’s most pressing issues, including the shift from interruption-based advertising to participation-led engagement, the evolution of agencies into technology-driven ecosystems, the rise of the creator economy and the growing need to move beyond traditional commission models towards measurable business impact.
The president of AAAN, Mr Lanre Adisa, described this year’s theme as both timely and necessary.
“This year’s AGM comes at a defining moment for our industry. AdVolution captures the reality we are all facing: a period of big change that is reshaping how we work, create and deliver value. This gathering is an opportunity for industry players to come together, exchange ideas and shape the next chapter of advertising in Nigeria,” he stated.
Activities will commence on July 23 with a members-only Business Session featuring the President’s stewardship address, committee reports and deliberations on the Association’s progress and strategic direction.
The main conference takes place the next day and will conclude with the AAAN Gala and Awards Night, celebrating outstanding contributions to Nigeria’s advertising industry.
