Streaming the Big Brother Naija show on Showmax reminds me again that businesses and brands are willing to put their money where their mouth is as long they are sure that they will get a good return on investment.
This year’s Big brother is the most expensive in the history of Big Brother for commercial placement.
Unlike last year, the cheapest slot available for brands to advertise on this year’s show is 200 million naira.
Except for Abeg and Patricia, the rest of the brands you will watch their commercial message throughout the show dropped 200 million naira per brand to Big brother.
Patricia dropped one billion naira (2 million dollars) while Abeg dropped 2 billion naira(3.5 million dollars) just to be the exclusive sponsors of the show.
I was worried that brands would run away when the price list for commercial placement came out before the show as they would considered it outrageous but brands who advertised on the show were not deterred nor discouraged by the premium price tag, they embraced it with their whole chest because they knew that Big Brother Naija is a premium platform that brings return on investment and is unarguable, the biggest platform in the whole of the continent.
The 25 years old Hanu who runs Patricia shared his experience last year advertising on Big brother, it was their first time but he was blown away by the outcome.
In his words, the day show started: his phone was ringing nonstop, all his staff’s phones were ringing too, the icing on the cake for them was when his data analyst told him later that evening that they had 12,000 sign up in one hour, 48,000 in 3 hours on their website.
It was crazy as they have not seen this kind of numbers and conversion before so they went back to Big brother and upgraded their package to a bigger package, higher than what they paid before the show started last year and at the end of the show, it was a good investment as it brought a heavy return on their investment.
This alone influenced him to drop 1 billion naira for Big brother to be the associate sponsor for this year’s show.
With this year’s show, Big Brother Naija has cemented its place as the biggest, premium and most expensive platform in the whole of Africa, no other platform comes close but beyond this, I’m super proud that businesses run by millennials( Abeg and Patricia) are revolutionalizing the way when it comes to advert spending for a brand, showing the older generation that we are daring and bold as well.
It is an announcement that my generation has come of age to take over the business landscape and the two gentlemen who run both Abeg and Patricia are the poster boys and the symbols of this aspiration.
Written by Chukwudi Iwuchukwu