There has been so much talk about how much was
spent on advertising before the last general election in
Nigeria but no one could say for sure how much was
spent. But a report by Compliance and Content
Monitoring Ltd (CCM) reveals that the Peoples
Democratic Party (PDP) and the All Progressives Party
(APC) spent a combined N3.23 billion on political
campaign advertisements for this year’s general
elections, according to a report at the weekend.
According to the report PDP spent for about N2.5
billion (77 per cent) and APC spent N728 million (23
per cent). CCM said the media advertisements were
placed on radio, television, press and billboards for the
PDP and the APC presidential campaigns between
December 2014 and March.
The report was unveiled after a thorough analysis of
over 260 broadcast media (radio and television), 48
print (newspapers and magazines) media and over
1,000 outdoor billboards across the country. The firm
focused on the two main parties, taking into
cognisance the nation’s geographical zones, the
advertising campaigns of the different political parties,
individuals and groups in support of the presidential
candidates.
The Managing Director of CCM Limited, Mr. Tunde
Onadele, who spoke at the unveiling of the report, said
about 253 creative materials were deployed across
radio and television channels in all the 260+ stations
monitored by CCM, with PDP utilising 145 materials.
APC deployed 107 materials. The split across media
platforms showed that the two parties utilised mostly
television and press platforms for over 85 per cent of
total campaign spending. The report highlighted that
gross media rates were used in CCM’s calculations
and the data across the monitored stations account for
about 85 per cent of the national coverage. Source:-
Vanguard
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