A newly released Media Intelligence Report by P+ Measurement Services reveals that Ojude Oba 2026 recorded its strongest media performance to date, achieving significant growth across audience reach, media visibility, social engagement, international attention and digital discoverability.

The report analysed media conversations and coverage generated between May 20 and June 5, 2026, across print, online, social media and broadcast platforms, while benchmarking performance against the 2025 edition of the festival.

The findings paint a compelling picture of a cultural institution that is not only preserving heritage but increasingly shaping conversations across modern media ecosystems.

According to the report, total media mentions grew by 56 percent year-on-year, increasing from 18,420 mentions in 2025 to 28,735 mentions in 2026. Audience reach expanded even more dramatically, growing by 75 percent from 124.8 million to 218.6 million people globally.

Social media emerged as the primary engine of visibility, generating over 81,000 public conversations during the monitoring period, representing an 88 percent increase compared to the previous year.

Engagements more than doubled, rising by 115 percent from 3.9 million interactions in 2025 to 8.4 million interactions in 2026.

Perhaps most notable was the improvement in public sentiment

Positive sentiment increased from 60 percent in 2025 to 79 percent in 2026, while negative sentiment declined by half, dropping from 10 percent to just 5 percent.

The overwhelmingly positive perception was driven by conversations around cultural pride, heritage preservation, fashion, equestrian displays, community identity and the enduring legacy of the late Awujale of Ijebuland, Oba Sikiru Adetona.

The report identified the legacy narrative of Oba Sikiru Adetona as the single most influential thematic driver of media coverage throughout the reporting period.

Unlike previous years where conversations focused primarily on spectacle and pageantry, the 2026 edition witnessed a deeper engagement with themes of history, leadership, continuity and cultural preservation, elevating the festival beyond entertainment and positioning it as a significant cultural institution.

International visibility also recorded substantial growth

While Nigeria remained the dominant source of conversations and media coverage, the festival generated measurable attention across the United Kingdom, United States, Canada, France, Germany, South Africa, Ghana, the United Arab Emirates, Kenya and the Netherlands. This expansion contributed to a near doubling of the festival’s global footprint and reflects the growing interest in African cultural experiences among international audiences and diaspora communities.

The report further found that social media accounted for the largest share of total conversations, followed by online news platforms, print publications and broadcast media. Coverage was amplified through extensive reporting by Channels Television, TVC News, OGTV, City People TV, Araba TV and GoldMyneTV, alongside significant digital coverage from leading Nigerian news and entertainment platforms.

Among personalities driving online conversations, Farooq Oreagba once again emerged as the most discussed cultural figure associated with the festival. Other highly visible personalities included Eniola Badmus, Lateef Adedimeji, Rotimi Salami, Jide Awobona and Samuel Banks, whose appearances and social media mentions helped sustain public interest throughout the event period.

Corporate sponsorship continued to play a critical role in the festival’s visibility ecosystem.

Globacom retained its position as the most visible sponsor, followed by Orijin, FCMB, Goldberg, Rite Foods, Maltina, Honeywell Foods, Adron Homes, Maggi, SIFAX Group and Seaman Schnapps. The report notes that brands increasingly view Ojude Oba as a strategic platform for cultural storytelling, community engagement and reputation building.

One of the most significant additions to this year’s report is the application of the AMEC GEO Framework, the newly introduced global measurement model designed to help organizations understand how reputation, content and visibility influence outcomes in AI-driven information environments.

Using the framework’s three core dimensions, Upstream Reputation Signals, Search and Content Readiness, and Downstream AI Outputs, the analysis assessed Ojude Oba’s performance not only in traditional media but also within emerging AI-powered discovery systems.

The assessment found strong performance across earned media authority, cultural relevance, content visibility and reputation consistency. The festival demonstrated growing discoverability within AI-assisted search environments and generated strong indicators for future cultural visibility across generative search platforms.

According to P+ Measurement Services, this represents a fundamental shift in how cultural events should be evaluated.

“Media success is no longer defined solely by coverage volume or impressions,” the report notes. “In an AI-driven information ecosystem, discoverability, authority, narrative consistency and reputation signals increasingly determine whether institutions remain visible, trusted and relevant. Ojude Oba’s performance demonstrates the importance of measuring cultural influence through both traditional media metrics and emerging AI visibility frameworks.”

The report concludes that Ojude Oba has evolved beyond its traditional role as a cultural celebration and now functions as a powerful platform for tourism promotion, economic storytelling, cultural diplomacy, national branding and global heritage engagement.

As governments, tourism agencies, brands and cultural institutions seek new ways to compete for attention in an increasingly fragmented media environment, Ojude Oba offers a compelling case study in how heritage can be transformed into measurable influence, sustained visibility and long-term reputation value.

With record audience reach, stronger public sentiment, expanded international visibility and growing AI discoverability, the 2026 edition marks a defining moment in the festival’s evolution from cultural event to global cultural brand.

The four persons promoted into leadership positions are Jumoke Akinyele, Gabriel Olonisakin, Ugochukwu Ukaogu and Judith Ezeali.

While Jumoke Akinyele and Gabriel Olonisakin were elevated to the positions of  Business Director and Creative Director respectively,  Judith Ezeali moved up the ladder to the position of Deputy Business Director and Ugochukwu Ukaogu was promoted to the position of Associate IT Director.

Speaking on the promotion, the Chief Executive Officer of Noah’s Ark Communications Limited, Lanre Adisa, stated that the elevation is in line with the company’s culture of recognizing high-performing team members while creating the enabling environment for them to develop their skills and collaborating to achieve exceptional performance in their new roles.

Adisa expressed optimism that the promoted staff would bring fresh ideas to reinvigorate the leadership team to record tremendous success in the coming years. He noted that all the elevated team members have put in meaningful years of hard work, loyalty and dedication.

Jumoke Akinyele started her career in the agency in 2010 as a temp/intern and rose to her current role. Until recently, she was the Associate Director and was responsible for managing business processes and cross-functionally working with critical stakeholders and agency teams to solve marketing problems while ensuring profitability for the business.

Jumoke holds a B. A. in English Language from Adekunle Ajasin University, Ondo State and  an MBA from Nexford University, USA.

She is an alumna of the Lagos Business School (Senior Management Programme). An ARCON-certified marketing communications and brand management professional, her industry experience spans several multinational and local brands across various industries and categories, some of which are  Maltina, Airtel, Maggi, Rexona, Minimie, Hacey Initiative, PayAttitude, Fayrouz, Indomie, Paga, SWIFT Networks, Three Crowns Milk, Peak Milk, Travelstart, Hypo, Power Oil, among others.

Similarly, Gabriel Olonisakin joined the company 13 years ago, bringing a unique blend of artistic vision, strategic thinking and leadership prowess into his new role. Throughout his career, he has been instrumental in crafting visually stunning and conceptually compelling campaigns that captivate audiences and drive brand success.

A serial award winner, he has won laurels at global and regional advertising festivals, including the Loeries and Epica Awards. He clinched the first-ever creative effectiveness medal at the Lagos Advertising and Ideas Festival and was recognized for his creativity at the African Cristal Awards.

Judith Ezeali started her career with Brand Communicator magazine in 2008 as an Assistant Editor and Sales Lead before joining 141 worldwide (now Nitro 121).  She left 141 Worldwide as an intern and moved to Bi-Courtney Aviation Services Limited in 2011. In 2014, she joined Noah’s Ark Communications Limited as an Account Executive and rose to become a Deputy Director.

Her work involves business operations, brand management, client servicing and managing the creative processes from start to finish.

Over the years, she has garnered cross-industry experience from working on various brands in diverse categories spanning Telco, FMCG, Insurance, Aviation, Travel, Education, Hospitality and Financial Services.

Ezeali, who holds a B. Sc. in Mass Communication from Olabisi Onabanjo University, is also an alumna of the prestigious Lagos Business School, SMP 80 Class. She is an associate member of ARCON (ARPA) and holds a diploma in digital marketing (DDM) from the Digital Marketing Institute, Ireland.

Ugochukwu Ukaogo is a seasoned professional in IT infrastructure management with a robust experience.

He joined Noah’s Ark as an Assistant Manager and rose to Deputy IT Director before his latest promotion to Associate IT Director.

Before joining Noah’s Ark in 2017, he had worked in different multinational companies, ranging from telecommunications to fast-moving consumer goods.