This sustained success is attributed to strategic media relations, effective marketing campaigns, and the impressive data shared with the media during Q3 2024, which collectively bolstered public perception and instilled confidence in these sectors.

An in-depth media performance analysis conducted by P+ Measurement Services, Nigeria’s leading media intelligence and PR audit agency, tracked and audited media coverage of these sectors across both online and print platforms.

The agency monitored over 1.3 million online publications—spanning blogs, branded publications, forums, and global news sources—alongside approximately 5,115 print publications, including daily, weekly, and monthly editions.

This comprehensive tracking enabled P+ Measurement Services to extract key PR metrics, such as sentiment analysis of reporters, editors, publishers, and opinion leaders, CEO performance assessments, spokesperson analysis, and overall topic prominence.

Key Insights from Q3 Media Performance Audit: 

Fintech Sector:
The audit examined eight fintech companies, highlighting their competitive dynamics through extensive media tracking.

Flutterwave emerged as the frontrunner, capturing a significant 42% share of total media coverage, largely driven by the expansion of its SEND App Remittance Service to 49 U.S. states.

This reflects Flutterwave’s strong media strategy, showcasing its influence and outreach. Following Flutterwave, Moniepoint attained a 29% share, propelled by its announcement of new security features to enhance customer protection.

Opay held 20% of the media share, supported by its introduction of a Night Guard feature, while Kuda trailed with a 9% share, indicating lower media engagement despite its growing customer base.

These results emphasize the competitive nature within the fintech sector, with Flutterwave’s proactive strategies setting the standard for media prominence.

Telecommunications Sector:

In telecommunications, MTN Nigeria dominated, achieving a 49% share of media coverage, significantly driven by the extension of its tower lease agreements with IHS Nigeria until 2032.

This reinforced MTN’s position as a market leader with a consistent and strategic media approach. Globacom followed with a 21% share, its visibility amplified by its partnership with the Lagos State Government on the M-Agric Lottery Service, aimed at food sufficiency.

In contrast, Airtel Nigeria and 9mobile registered 15% each in media coverage, highlighting the disparity in media engagement. MTN’s consistent and dominant media profile underscores its established influence and proactive communications strategy.

Ride-Hailing Sector:

Among the ride-hailing companies analyzed, Bolt Nigeria stood out, securing 51% of media exposure due to its proactive measures, such as introducing an optional verification feature for riders in Nigeria.

InDrive followed with 29%, driven by its celebration of achieving 5 billion deals, while Uber Nigeria secured 19%. Rida Nigeria lagged significantly with just 1% media visibility.

The variance in coverage reveals differing levels of media engagement and strategic media presence within the ride-hailing industry, with Bolt Nigeria clearly outperforming its competitors.

Comparative Analysis: Sector Disparities and Strategic Implications

The analysis draws attention to the concentration of media prominence within a select number of leading brands across the fintech, telecommunications, and ride-hailing sectors.

This trend highlights the critical role of strategic media management, where top brands such as Flutterwave, MTN Nigeria, and Bolt Nigeria have effectively leveraged media relations to sustain strong public profiles, reinforcing their market dominance and credibility.

The disparity in media engagement across sectors further emphasizes the varying levels of success in deploying tailored PR and communications strategies.

In a rapidly evolving digital landscape, maintaining consistent and strategic media visibility is crucial for brands seeking to remain competitive and relevant, especially within Nigeria’s dynamic business environment.

Analysing the role of journalists in ensuring accountability, transparency, and development in Nigeria, the event opened with Dr. Peter Bamkole, PAU’s Deputy Vice-Chancellor (Admin), noting the importance of reliable and trustworthy reporting. 

He stated, “Truthful narratives promote constructive engagement instead of negativity.”

The panel of media professionals, including Magnus Onyibe (Public Policy Analyst and Author), Fisayo Soyombo (Founder, Foundation for Investigative Journalism), Sherriff Quadry (Broadcast Journalist, Nigeria Info), Margaret Agada-Mba (Lecturer, PAU), and Jonathan James Lyamgohn (Media Consultant), spoke on the multifaceted challenges of journalism in Nigeria. 

Moderated by Onyinyechi Aderibigbe (Nigeria Info) and Elizabeth Musa (Business Day), the panellists discussed how journalists must serve as watchdogs, acting as agents of change and intermediaries between the government and the public.

Sheriff Quadry reiterated the difficulty faced by Nigerian journalists. “Even when you know your ethics and are committed to your responsibilities, it’s often an uphill battle to do your job,” he said. 

This challenge, Quadry noted, is compounded by the perception among public officials that they are not to be questioned or scrutinised. Journalists, therefore, must exhibit extraordinary resilience and sacrifice to ensure they fulfil their role as custodians of truth.

A valid point raised by Fisayo Soyombo was the tendency of appointed officials to view media reportage as an attempt to undermine their success. “It takes more than courage,” he said, “it requires a strong commitment to education, sacrifice, and a deep sense of responsibility to overcome the complex sector of Nigerian governance.”

He argued that the solution to harassment is “more journalism,” and stressed that the journalist’s core duty is uncovering the truth.

Margaret Agada-Mba raised a question about whether the government sees the media as partners in national development. She argued that effective media engagement could be very useful in driving societal progress.

Despite these challenges, the importance of the media in nation-building was reiterated throughout the discussion, exploring how effective media engagement can drive positive societal change. 

Jonathan James Lyamgohn spoke on the importance of maintaining respect, patriotism, and press independence while engaging with the government. He reminded the audience that journalists are the “fourth estate of the realm” and that “our ultimate employer is the people.” 

This perspective highlighted the responsibility journalists hold in shaping public opinion and holding power to account.

He argued that while there must be room for constructive criticism, journalists must also be mindful of the broader implications of their reporting. A delicate balance must be maintained between transparency and the potential harm that can come from misrepresenting sensitive issues, particularly in a diverse society like Nigeria.

Magnus Onyibe further advised journalists to uphold integrity when collaborating with government bodies, stressing that this balance is essential for safeguarding press freedom while enabling constructive dialogue. 

Tolulope Adeleru-Balogun added that cultural sensitivities should not hinder press freedom, reminding journalists of their role as truth-tellers and the importance of mentoring future generations.

Negative reportage should not be sensationalised, but presented with care to avoid escalating tensions or public unrest.

The Role of Digital Technology and Fact-Checking

The conversation shifted to the impact of digital technology on journalism. It was noted that the rise of digital platforms and social media has disrupted traditional journalism, often leading to the spread of misinformation. 

This has further complicated the job of professional journalists, who now face competition from unregulated sources of information. Citizen journalism is on the rise, but it comes with its own set of risks. The public often cannot distinguish between trained journalists and those who simply present news without verifying facts.

In this context, the importance of fact-checking was stressed. Speakers urged journalists to take extra care in verifying information, particularly in the fast-changing digital world where false news can spread rapidly.

“It’s important that news organisations invest in fact-checking mechanisms, because once misinformation is out there, the damage is often irreversible.”

As the event drew to a close, there was a consensus on the need for the media to maintain its role as a gatekeeper of information while being mindful of the powerful influence it holds over public opinion. “We must be transparent and honest, but also sensitive to the context in which we operate,” Quadry said. 

“Journalists in Nigeria cannot afford to operate without caution, especially given the nature of our political and social environment.”

In Nigeria, where the line between critique and defamation can be blurred, journalists must continue to act as the voice of the people while scaling the complexities of reporting in a politically charged atmosphere. 

The PAU Media Roundtable called for a resuscitated focus on constructive media engagement that supports national development while holding those in power accountable.