The indicators that drive the integrated marketing communications industry were completely lagging in quarter one. What will determine the success of business in Q2 is the concern of this report for the 2015 financial year.   Princewill Ekwujuru takes a cursory look into Q2.

The Q1 of the Integrated Marketing Communications, IMC industry was basically slow and uninspiring despite the volume of political advertising materials churned out by political parties in the 2015 electioneering campaign according to industry professionals.

Though the political war has been fought and won, but what becomes of the fate of the IMC industry in Q2.?

Analysts had hitherto blamed the lull in Q1 to less focus on business ads even though the quarter had been promising as well as encouraging some new business decisions for quarter two.

What the quarter two will look like depends on what the recently sworn in government makes of it. The IMC industry, particularly the Advertising Practitioners Council of Nigeria, APCON   are optimistic the administration would appoint an information minister that understands the IMC industry to drive the industry to a greater height.

From the information deduced from the annual Mediafacts book published by MediaReach OMD, which indicated that by this time in 2013, the first quarter of Above-the-Line, ATL advertising expenditure was N26.6billion (26per cent) of the entire ATL advertising expenditure that year. This figure was drive by private sector initiatives.

PARLEY – From Left: Head of Government Affairs, West Africa Area, British American Tobacco (BATN), Odiri Erewa-Maggison; Head of Legal and External Affairs, Freddy Messanvi; Area Head of Corporate Affairs, Oluwaseyi Ashade; and Head of Litigation and Regulation, Sola Dosunmu during a media parley in Lagos

Aside political campaign expenditure analysts said the 2015 ATL ad expenditure in Q2 may rise above what the industry experienced two years ago.

There are also indications that radio advertising expenditure trends which was N15.1 billion in 2013 may increase by 26 percent in Q2, because it recorded a steadily growth in 2013, as a result of its wide spread, and preference by advertisers, likewise the TV which ad expenditure was N47.0 billion in 2013which though declined by 20 percent 28 and 24 percent in the previous quarter of 2013.

For the print, Industry analysts say that print advertising expenditure will grow due to new publications and increased brand activities on print media, the spends on print media will increase double in   Q2.

The Outdoor advertising expenditure trends in 2013 was N23.2 billion after a huge dip of-37 percent in 2012.

The Outdoor spend following the promise by the President of the Association, Charles Chijide during the press briefing to herald the ninth edition of the Posters Awards seems optimistic.

According to him, “the outdoor industry will be more creative this year to give clients the edge in terms of digital creativity to propel and expose client’s products by deploying a legendary   OOH platforms.”

This statement is an indication that basically OOH spend will definitely increase which may push outdoor ad by 26 percent despite the fact they were the most favoured during the political campaign periods, Chijidu Alakwe, an independent media monitor stated.

Mrs. Bunmi Oke, Former President AAAN, said the  incoming government has clearly shows that they have understanding of how important communication is towards the selling of its policies. The creative industry wants the government to use marketing communications to bring about better understanding of all government policies.  For example, if government is able to explain to Nigerians through marketing communications campaigns the steps which we need to take to build the power sector, whether it is solar power or any other means, the people will understand, and as well know the process.

However, highly placed sources in top multinationals  confirmed that marketing campaign budget of most organizations may increase by 20 per cent which will be necessitated by increased activities in the IMC.

According to the Chairman of APCON, Udeme Ufot, activities in the first quarter have been slow as well as other sectors of the economy, because of the focus on politics and less on business. But indications from analysts revealed that other sectors will improve when the new administration settles down.

It is expected that the economy would benefit from the change of guard at the federal level so businesses are optimistic, Moses Ogri, an independent observer  stated.

On the plan to enhance IMC industry, the incoming government is not to make any statement on it however there are plans to augment other sectors of the economy through a strategic government policy and planning, hinted Joy Nwaganga of Phil Consulting.

Moji Adesanya, Principal Analyst, Orlick Communications recalled that the stock market and even the foreign exchange market responded positively to the peaceful elections. The absence of post-election violence is also a big boost and smirks of confidence, all these will grow Q2 spending.

The anti-corruption stance of the new regime is also a good point. One can expect that Foreign Direct Investment will continue to flow Nigeria’s way even as foreign portfolio investors make their way back to the very profitable Nigerian stock exchange says  Adesanya.