IN spite of the economic headwinds, individuals and businesses in Nigeria have continued to grapple with a recent report has shown that fintech, telecommunications and ride-hailing sectors have continued to sustain a robust media presence and public awareness footprint.
This, the report released by P+Measurement Services, a media intelligence and PR audit agency, attributed to strategic media relations, effective marketing campaigns and the impressive data shared with the media during Q3 2024, which, collectively bolstered public perception and instilled confidence in these sectors.
An in-depth media performance analysis conducted by the agency, tracked and audited media coverage of these sectors across both online and print platforms, during the period under review.
In arriving at the report, over 1.3 million online publications—spanning blogs, branded publications, forums, and global news sources—alongside approximately 5,115 print publications, including daily, weekly, and monthly editions, were monitored by the agency.
The agency’s comprehensive tracking extracted key PR metrics, such as sentiment analysis of reporters, editors, publishers, and opinion leaders, CEO performance assessments, spokesperson analysis, and overall topic prominence.
The audit examined eight fintech companies, highlighting their competitive dynamics through extensive media tracking, with Flutterwave emerging as the frontrunner, capturing a significant 42 percent share of total media coverage. This, the report said, was largely driven by the expansion of the Fintech company’s SEND App Remittance Service to 49 U.S. states, reflecting its strong media strategy, and showcasing its influence and outreach.
Moniepoint attained a 29 percent share, propelled by its announcement of new security features to enhance customer protection, while Opay held 20 percent of the media share, supported by its introduction of a Night Guard feature.
In telecommunications, MTN Nigeria dominated, achieving a 49 percent share of media coverage, significantly driven by the extension of its tower lease agreements with IHS Nigeria until 2032.
The report described the achievement as reinforcing the telecoms company’s position as a market leader, especially with its consistent and strategic media approach; while Globacom followed with a 21 percent share.
Among the ride-hailing companies analysed, Bolt Nigeria secured 51 percent of media exposure, due to its proactive measures, such as its introduction of an optional verification feature for riders in Nigeria; while InDrive followed with 29 percent, driven by its celebration of achieving five billion deals.
The analysis draws attention to the concentration of media prominence within a select number of leading brands across the fintech, telecommunications and ride-hailing sectors.
It also highlights the critical role of strategic media management where top brands such as Flutterwave, MTN Nigeria, and Bolt Nigeria have effectively leveraged media relations to sustain strong public profiles, reinforcing their market dominance and credibility.
The disparity in media engagement across sectors further emphasises the varying levels of success in deploying tailored PR and communications strategies.
“In a rapidly evolving digital landscape, maintaining consistent and strategic media visibility is crucial for brands seeking to remain competitive and relevant, especially within Nigeria’s dynamic business environment,” the report stated.
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