Nigerian banks and major corporates are maintaining strong investments in print media advertising, defying earlier predictions of the medium’s decline, according to a new industry report by P+ Measurement Services.
The firm’s Q1 2026 Print Media Advertising and Placement Audit indicates that print has evolved into a strategic complement to digital channels, particularly for corporate communication, regulatory messaging, and premium brand positioning.
Drawing from about 1,800 print publications across daily, weekly, and monthly titles, the report assessed advertising activity among 29 commercial banks, four telecommunications firms, and 14 insurance companies. It analysed placement volumes, advertising spend, platform preferences, and front-page positioning.
Banking Sector Dominates Activity
The banking industry recorded the highest level of print advertising activity during the period, underlining its continued reliance on traditional media for credibility and stakeholder engagement.
Of the 29 banks reviewed, 18 were active advertisers, accounting for 1,260 placements valued at ₦1.28 billion. Market visibility was heavily concentrated, with leading tier-one institutions driving the bulk of activity.
Zenith Bank led placements with 38 per cent, followed by Access Bank (14 per cent), United Bank for Africa (12 per cent), and Guaranty Trust Bank (10 per cent). Mid-tier lenders including Polaris Bank and FirstBank posted moderate shares, while Stanbic IBTC Bank and Fidelity Bank recorded more modest participation.
Front-page placements often considered premium advertising real estate were led by Access Bank with 42 per cent, ahead of Zenith Bank (37 per cent) and Stanbic IBTC Bank (21 per cent), reflecting deliberate strategies to enhance brand authority.
In terms of spending, Zenith Bank accounted for 39 per cent of total sector outlay, followed by Access Bank (20 per cent), GTBank (11 per cent), and Polaris Bank (10 per cent). The report notes that UBA’s relatively lower spend compared to its placement share suggests a more cost-efficient media buying approach.
Among print platforms, ThisDay dominated with 58 per cent of placements, followed by BusinessDay, Leadership, Daily Trust, and The Punch.
Telecoms Show Low Participation, High Concentration
In contrast, the telecommunications sector recorded minimal activity, with only two of four operators placing adverts during the period.
A total of 58 placements worth ₦93.29 million were recorded, with Globacom dominating the space. The company accounted for 81 per cent of placements and secured all front-page adverts, reinforcing its control over print visibility. MTN Nigeria accounted for the remaining share.
ThisDay again emerged as the dominant platform, capturing 82 per cent of telecom placements.
Insurance Sector Trails in Spend and Visibility
The insurance sector posted the lowest activity levels, reflecting limited competition and subdued investment in print media.
Only two of the 14 firms analysed were active, generating 35 placements valued at ₦15.81 million. Leadway Assurance led with 88 per cent of placements, while SanlamAllianz Nigeria accounted for the remainder.
Notably, no front-page placements were recorded within the sector, indicating minimal investment in premium positioning. Platform usage was more fragmented, with The Punch and Vanguard leading distribution.
Print Retains Strategic Relevance
Despite the rise of digital platforms, the report underscores that print media continues to hold a critical role in Nigeria’s communication landscape. Rather than being displaced, it now operates alongside digital channels within integrated media strategies.
The findings emphasise that advertising effectiveness depends not only on volume of placements but also on platform quality, audience profile, and positioning particularly front-page visibility.
Expert Insight
Commenting on the report, Tumininu Balogun, Senior Analyst at P+ Measurement Services, said the study highlights the need for data-driven decision-making in communications.
She noted that beyond measuring spend, the report provides insight into where brands should invest and how strategic placement influences visibility.
According to her, in an increasingly saturated media environment, visibility without clear strategy risks being ineffective.
About the Report
P+ Measurement Services, a member of the International Association for the Measurement and Evaluation of Communication, provides media monitoring, advertising audits, and reputation analysis services to corporates and public institutions.
