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Two Sundays in the past, the beloved Nigerian TV actuality present, Huge Brother Naija, returned to captivate viewers once more. Though a fan of the present, I have to admit that I haven’t persistently adopted it, besides throughout the lockdown of 2020 once we had been all confined indoors. Nevertheless, like many others, I used to be keen to observe the premiere of the brand new all-star season, the place varied housemates from earlier seasons would compete in opposition to one another for the star prize of N120 million.
Whether or not you’re a viewer or not, the present, at the moment in its eighth season, has undoubtedly change into a family identify, notably in Nigeria. And because it started in 2006, its affect has stretched properly past the 200 million Nigerian residents dwelling inside the nation’s borders. BBN’s viewership extends to a number of African nations, together with Ghana, Namibia, Kenya, Somalia, Angola, Botswana, Cape Verde, Central African Republic, South Africa, and lots of others. Its attract goes even additional, fascinating audiences from various continents throughout the globe.
In his article, David Adeleke attracts an intriguing comparability between the fact present and the famend Tremendous Bowl, the annual championship sport of the Nationwide Soccer League (NFL) and the most-watched tv occasion in the USA. He famous that “…when a sport present receives 915 million votes from an viewers of 309 million (in line with DSTV Media Gross sales figures) unfold throughout the continent throughout a worldwide pandemic and an impending financial recession, it’s price listening to. The Tremendous Bowl is the most-watched single station broadcast in US historical past, and its file viewership got here in 2015 with a mean of 114.4 million viewers.”
It’s this social wealth and rising affect that has made it extremely fascinating for quite a few manufacturers to collaborate with. Headlining the present has confirmed to be a large advertising and marketing technique for sure firms. Little marvel manufacturers pay a fortune to be a sponsor of the present. Within the 2021 BBN6 ‘Shine yah eyes” season, Abeg Expertise and Patricia reportedly paid $2 million every to be the affiliate sponsor. From Payport within the early years of the present to Piggyvest final yr, manufacturers and firms have persistently proven eager curiosity in sponsoring this system because of the publicity and mileage it affords. Now, Moniepoint, a number one African fintech platform that serves 1.3 million companies is presently its headline sponsor.
If historical past is something to go by, it’s anticipated that this might have a groundbreaking impact on their market attain. However to not simply throw phrases round allow us to see look into the efficiency of earlier sponsors of the present.
Throughout the Covid-19 pandemic in 2020, Flutterwave sponsored BBNaija season 5. Earlier than its partnership with the TV present, Flutterwave had processed 107 million transactions amounting to $5.4 billion when it raised its Sequence B funding. Nevertheless, only a few months later, the numbers soared considerably. The corporate reported dealing with over 140 million transactions, totalling over $9 billion with over 290,000 companies utilizing its platform to make funds.
Additionally, when Abeg first sponsored BBNaija throughout its sixth version in 2021, it reportedly grew its customers from 20,000 to over 1.8 million, amid a 700 per cent enhance because of the sponsorship. In 2022, the model returned as a sponsor based mostly on the substantial return on funding it skilled throughout its preliminary sponsorship. Now that Moniepoint is on this path, it’s positioning itself to raise its model and enhance its market presence. And this might seemingly lead to explosive figures on the finish of the season.
Moniepoint, previously TeamApt, has been in existence since 2015 however wasn’t as widespread as it’s now. When the fintech platform began that yr it was primarily constructing digital monetary options for a lot of of Nigeria’s business banks. By 2018, it was already eyeing Nigeria’s shopper part, the place consultants consider greater than 90% of transactions are performed utilizing money. Moniepoint was born in 2019 to offer customers with monetary providers akin to funds, money withdrawals, and deposits. In a LinkedIn put up in November 2022, CEO and Founder, Eniolorunda shared that Moniepoint was processing transactions price $10 billion for greater than 400,000 companies month-to-month.
Happily for the platform, the Naira money crunch which threatened the nation’s casual financial system early this yr propelled it to unprecedented success. Now Moniepoint MFB operates the most important distribution community for monetary providers in Nigeria, and over 21 million individuals use their playing cards on POS terminals month-to-month throughout each native authorities in Nigeria. In Could, it introduced that it processed about $43 billion in transactions within the first three months of the yr and noticed about 500,000 app downloads, amongst different milestones. The corporate stated it was in a position to course of 1 billion transactions within the interval underneath evaluate, an incredible progress contemplating it took it about three quarters to succeed in these numbers in 2022.
This already places it on the monitor to accelerated progress. Whereas it’s troublesome to quantify the proportion enhance that Moniepoint might encounter by headlining the BBN, it guarantees a substantial and significant affect. Again in 2021, Moniepoint hinted at its ambitions to increase its presence throughout West Africa. Headlining the famend BBN represents a surefire technique to develop even past and surpass milestones beforehand achieved. Huge Brother Nigeria has an unlimited worldwide viewership base. And as Moniepoint is uncovered to this world viewers, it opens up alternatives for potential enlargement, enabling the corporate to enterprise into different African markets and doubtlessly even on a global stage.
Within the meantime (2+ months), allow us to immerse ourselves within the pleasant banter, assist, and developments that include having a favorite housemate within the Huge Brother home. On the enterprise entrance, we eagerly await the success tales of firms which have sponsored the present. Could the perfect man win.
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