Nigeria’s TV Ad market to hit $401m in 2025

By MWorld Team Feb 10, 20250

Nigeria’s traditional TV advertising sector is on track for sustained expansion, with spending expected to reach $401.50 million in 2025, according to a recent Statista report.

The forecast indicates a compound annual growth rate (CAGR) of 2.81% between 2025 and 2029, driving the market volume to $448.50 million by the end of the period. Additionally, advertisers are projected to invest an average of $4.76 per TV viewer in 2025, highlighting the continued relevance of traditional television in Nigeria’s media landscape.

Further projections show that by 2029, the country’s traditional TV advertising market will exceed 92 million users. Meanwhile, the broader TV and video advertising sector is expected to grow at a CAGR of 3.55%, reaching an estimated market volume of $604.50 million.

On an individual level, the average advertising spend per person in 2025 is projected to be $2.24, a figure driven largely by the rising demand for local content and Nigerian programming.

Traditional TV advertising includes spending on moving image formats aired through terrestrial, digital terrestrial (DTT), cable, satellite, and linear IPTV channels. Despite its growth prospects, industry analysts caution that the sector must navigate challenges such as rising digital competition and high production costs.

However, rather than viewing these as setbacks, stakeholders are encouraged to embrace them as opportunities for innovation and strategic adaptation.

As Nigeria’s advertising landscape evolves, experts emphasize the need for advertisers to rethink their approaches, ensuring that traditional TV remains a dominant force in the country’s media ecosystem.