The Peoples Democratic
Party (PDP) and the All Progressives Party (APC) spent N3.23 billion on
political campaign advertisements for this year’s general elections, according
to a report at the weekend.
According to the report
by Compliance and Content Monitoring Ltd (CCM), the PDP accounted for about
N2.5 billion (77 per cent of the total spending) and APC spent N728 million (23
per cent).
CCM said the media
advertisements were placed on radio, television, press and billboards for the
PDP and the APC presidential campaigns between December 2014 and March.
The report was unveiled
after a thorough analysis of over 260 broadcast media (radio and television),
48 print (newspapers and magazines) media and over 1,000 outdoor billboards
across the country.
The firm focused on the
two main parties, taking into cognisance the nation’s geographical zones, the
advertising campaigns of the different political parties, individuals and
groups in support of the presidential candidates.
The Managing Director of
CCM Limited, Mr. Tunde Onadele, who spoke at the unveiling of the report, said
about 253 creative materials were deployed across radio and television channels
in all the 260+ stations monitored by CCM, with PDP utilising 145 materials.
APC deployed 107 materials.
The split across media
platforms showed that the two parties utilised mostly television and press
platforms for over 85 per cent of total campaign spending.
The report highlighted
that gross media rates were used in CCM’s calculations and the data across the
monitored stations account for about 85 per cent of the national coverage.
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