The Market Influence of Big Brother Naija
Big Brother Naija (BBNaija) is the largest reality show in Africa, drawing unprecedented viewership and online engagement across Nigeria and Africa in general. Last year, the show had a total of 1.53 billion votes and it aired across 49 African countries with social media engagement extending as far as the United Kingdom and Canada.
The Big Brother Naija franchise was launched eighteen years ago in 2006 and has grown immensely since then. The ninth season of the show was recently concluded with the winner carting away a grand prize of ₦100 million, including ₦60 million in cash and an Innoson SUV. Over 50% of the audience consists of young people aged 18-40.
The key demographic of Big Brother Naija's audience includes Gen Z, millennials, Gen X and even boomers, many of whom are not only active viewers but also heavy social media users. This demographic represents the majority of Africa's population, and many brands aim to connect with this group. Middle-income viewers also contribute to increased brand recognition, often translating to customer loyalty.
A Powerful Platform for Brand Visibility
Big Brother Naija has evolved into a powerful platform for brand visibility and recognition across Africa. Different brands such as Guinness, Pepsi, Airtel, Lush Hair, etc. leverage this platform to connect with millions of viewers through product placements, on screen mentions, and the house games and tasks. Asides traditional television, social media adds another layer of visibility, with fans amplifying content through using hashtags and participating in polls and giveaways.
P+ Measurement, a data driven media intelligence consultant, reported over 23 million viewers in 2023, the exposure brands get makes the sponsorship of the show a sound investment choice, often driving brand recognition and customer loyalty among middle-income and youth audiences. Some brands that have sponsored the show in the past often report spikes in customer usage and patronage after sponsoring the show.
Avenues for Brand Integration
BBNaija enables seamless brand integration, enhancing product visibility as housemates get to use and endorse the products daily. Sponsored tasks such as fashion shows, talent shows, cooking challenges, and quizzes attract viewers’ attention and fosters brand recall. The Sunday live shows offer high visibility owing to peak viewership levels. There are also more avenues for digital brand integration on streaming services such as Showmax, which is popular among Gen Z and millennials. BBNaija’s interactive approach results in high consumer engagement, making it more impactful than traditional advertising. Brands can implement tailored marketing strategies post-show, engaging housemates as brand ambassadors, which extends the brands’ reach through fans’ engagement with their favorite personalities.
Social media is crucial in extending the reach of brands that sponsor the show, with platforms like Instagram, Facebook, and X leading to higher engagements. The level of interactions on these platforms also contribute to the massive visibility brands enjoy from sponsoring the show. These social media interactions can reach millions of people, especially viral moments. These could result in increased consumer interest and demand for the products. Betnaija, the headline sponsor in 2019, successfully boosted its brand awareness by 35% and increased customer patronage by 10%, showcasing the potential of BBNaija as an effective marketing channel.
The rise of Big Brother Naija marked a significant turning point in the Nigerian entertainment industry. The show’s remarkable success has paved the way for other reality shows as it has created a model for reality TV that other shows can adopt as well. Its influence on celebrity culture has propelled former contestants into careers as brand influencers, actors, and media personalities. The market value of the Nigerian entertainment industry has grown rapidly from about $4 billion in 2014 and is on track to increase to a projected value of $100 billion by 2030—this would represent a growth rate of over 2,400%.
Last year, the BBN organisers spent over N5.5 billion on the show. This cost covered production, construction, technical equipment and marketing. Between 2019 and 2023. The show has incurred an estimated production cost of N18 billion. BBNaija employs over 2,000 people each season, contributing to the economy and creating content that resonates across Africa. As the Executive Head of Content and Channels, West Africa at MultiChoice, Busola Tejumola, stated “In the short term, we create great content for our customers, showcasing real people with real-life issues that resonate across the continent. In the long term, Big Brother enables us to impact the continent’s economy on a large scale. From providing jobs for over 2,000 people per season to contributing billions of naira to the Gross Domestic Product, we continue to be Africa’s most loved storyteller by holding a mirror to society through the housemates.”
BBNaija represents a springboard for empowering young Nigerians. Past contestants such as Ebuka Obi-Uchendu have leveraged the platform to become influential media personalities, with Ebuka hosting multiple award shows and brand events. Other notable contestants like Bisola Aiyeola and Tobi Bakre have succeeded in Nollywood, earning awards and starring in top films. These success stories illustrate how BBNaija supports young Nigerians in their professional ambitions.
Fintechs that have sponsored the show have experienced substantial growth post-sponsorship. Flutterwave had processed 107 million transactions amounting to $9 billion before sponsoring BBNaija's fifth season in 2020, the company reported over 140 million transactions, totaling over $9 billion, post sponsorship. Kuda Bank experienced a rise in monthly transactions from $500 million to $2.2 billion shortly after sponsorship, and PiggyVest's acquisition, Abeg, reached 2 million users after sponsoring the show. This example reflects perfectly how the show helps brands raise their user acquisition numbers.
In summary, BBNaija has redefined reality TV and brand influence in Africa, serving as a model for reality TV across the continent. Its impact extends beyond entertainment, boosting Nigeria's economy, creating jobs, and enabling brand engagement at unprecedented levels. Big Brother Naija is a platform that drives brand visibility and consumer engagement across Africa.
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