The way brands are spoken about online and in print increasingly determines not just how they are seen, but how they survive.

A new study by P+ Measurement Services, Nigeria’s leading independent media intelligence consultancy, has revealed the shifting tides of corporate sentiment across three of the country’s most influential sectors; banking, insurance, and telecommunications, during the third quarter of 2025.

Drawing from over 1.3 million online publications and more than 2,100 print editions, the Q3 2025 Sentiment (Reputation Economy) Report dissects how tone, visibility, and perception shaped brand equity between July and September 2025.

What it found is a portrait of Nigerian business at a crossroads, where innovation and credibility now matter just as much as profit and market share.

Banking: Innovation and Impact Drive Sentiment, but Trust Remains Fragile

If reputation were a balance sheet, Nigeria’s commercial banks would be reporting mixed figures this quarter.

The sector led in positive sentiment, driven by innovation, strong governance, and bold social impact initiatives.

Stanbic IBTC Bank came out ahead, commanding 26% of positive visibility, buoyed by its ₦800 million loan facility from the China Development Bank and recognition as West Africa’s Best Trade Finance Bank, two milestones that bolstered investor and public confidence.

Zenith Bank followed closely with 23%, riding on its 35th anniversary celebrations, a EuroMoney Award for Excellence, and consistent media coverage of its corporate stability.

Fidelity Bank’s 19% was anchored in CSR, from solar-powered school bags for pupils to food relief projects that aligned community impact with profitability.

Meanwhile, FirstBank (17%) drew goodwill for its digital inclusion campaigns, and FCMB (15%) made headlines for empowering women entrepreneurs and promoting sustainable finance.

But reputational risk also ran high.

UBA topped the negative sentiment chart (36%), following reports of fire incidents, regulatory scrutiny, and operational disruptions.

Zenith Bank (21%) faced customer service complaints and system downtimes, while Union Bank (18%) and Sterling Bank (16%) struggled with ownership transition narratives and digital glitches. Ecobank trailed with 9% negative coverage tied to compliance concerns.

“The Nigerian banking story in 2025 is one of duality, strong innovation on one side, and fragile customer trust on the other,” noted analysts at P+ Measurement Services.

Insurance: Visibility, Advocacy, and Investor Sentiment Collide

For the insurance industry, reputation was a high-stakes balancing act.

AXA Mansard Insurance dominated the conversation with 37% positive sentiment, thanks to its gender advocacy campaign engaging over 900 employees and its award as Insurance Company of the Year.

Leadway Assurance (29%) strengthened its profile through climate-resilient partnershipswith Ecobank and state governments.

AIICO Insurance (14%) maintained relevance through annuity and sustainability programmes, while Stanbic IBTC Insurance (11%) built trust among retirees with post-retirement engagement forums.

SanlamAllianz (9%) leveraged youth-focused storytelling and essay competitions to deepen brand connection.

However, volatility struck hard. AXA Mansard, despite its strong visibility, carried 69% of all negative sentiment, tied to half-year profit declines and investor jitters that rippled across the Nigerian Exchange (NGX).

AIICO Insurance (31%) followed, also facing sell-offs and market caution.

In contrast, Leadway, Stanbic IBTC, and SanlamAllianz maintained zero negative sentiment, signaling a blend of sound communication strategy and robust governance.

“Insurance firms are realizing that visibility without consistency can erode investor confidence,” said the report. “Reputation must be actively managed, not just earned.”

Telecoms: Innovation Wins Eyeballs, but Service Reliability Tests Loyalty

In telecoms, it was a tale of high innovation and higher expectations.

MTN Nigeria led with 47% positive sentiment, powered by a $120 million data centre launch and an entertainment partnership with Ultima Studios for The Next Afrobeats Star, positioning the telco as both a digital enabler and cultural catalyst.

Globacom (24%) followed, celebrating 22 years of service and unveiling a device protection plan that boosted customer retention.

T2 (formerly 9mobile) gained 16%, thanks to a bold rebranding drive, while Airtel Nigeria (13%) earned steady praise for its 5G rollout and broadband expansion projects.

Yet, behind the innovation came turbulence. MTN Nigeria, despite its dominance, also accounted for 68% of negative sentiment, stemming from regulatory penalties, unsolicited caller tune controversies, and nationwide fibre cuts.

T2 (9mobile) faced 16% negative coverage for persistent network issues, and Globacom (14%) battled subscriber loss reports and legal disputes.

Only Airtel Nigeria recorded minimal backlash (2%), cementing its image as the sector’s most stable operator.

The show was unveiled recently at a media event held at the MTN Rooftop Event Centre in Ikoyi, Lagos.

Onyinye Ikenna-Emeka, chief marketing officer, MTN Nigeria, said:

“Next Afrobeats Star is a bold initiative by MTN Nigeria, in partnership with Ultima Studios and ONErpm, to discover and elevate the next global icon of Afrobeats. At MTN, we believe in progress, not just as a brand stance but a purpose.

“We believe that every Nigerian, regardless of background, location, or education, deserves a chance to be connected, seen, heard, and celebrated. That is why we are taking this message to every corner of Nigeria, from the bustling cities to the most remote villages so that no youth is left behind. Because talent knows no boundaries, and neither should opportunity.

Today, Afrobeats is a global force, filling stadiums, topping charts, and inspiring millions. But the journey is far from over. The Next Afrobeats Star is our commitment to the future of this movement. It is a platform where raw talent meets real opportunity. Where the rhythm of Nigeria meets the reach of the world.”

A partnership between MTN Nigeria, Ultima Studios, and ONErpm, one of the fastest-growing music companies in the world, Ikenna-Emeka revealed that the winner will receive a $100,000 music deal made possible by a collaboration between ONErpm and U-Records.

The remaining four finalists will also walk away with music deals ranging from $25,000 to $75,000.

This effort, Ikenna-Emeka explained, aligns with the Nigerian Government’s Destination 2030 strategy, which aims to position Nigeria as Africa’s leading hub for creative excellence.

“Through the Destination 2030 strategy, the government is working to position Nigeria as a leading global hub for creative excellence by the year 2030. This vision is about more than economic growth, it’s about cultural pride, global influence, and national identity. It’s about creating an enabling environment for artistic brilliance, promoting diversity and creativity, and preserving the rich heritage that makes Nigeria unique.”

MTN’s partnership with Ultima Studios brings decades of production and talent development expertise to the show.

Known for their work on Project Fame and Who Wants to Be a Millionaire, Ultima brings its expertise in audio-visual production.

Femi Ayeni, CEO of Ultima Studios, explained the standout quality of the show.

“What makes this show different is because for the first time, we are having the producers, the beat-makers, actually recording original songs for the contestants for the show. So, they [the contestants] will be doing covers, but at the end of the day, their original songs are the ones that will determine how well they do on the show.”

The producers have been revealed as Andre Vibez, Puffy Tee, Sarz and P. Prime.

Oluwabori Richards, head of Content at Ultima Studios, explained that Next Afrobeats Star will feature both online registration and in-person auditions.

“After texting NAS to 13013, you get a text back with a link and a unique code,” he said. “That link takes you to the Next Afrobeats Star website, and then you enter your unique code and email address. Once you do that, you fill in your registration details.”

Richards added that the website hosts 10 to 12 instrumentals from the four producers.

“Download any of the tracks that you want, you make music on it and then you put it back on the website. When you do that, we have A&R execs from ONErpm who will be reviewing all the entries.”

He also noted that regional auditions will be held in Jos, Enugu, and Lagos, giving applicants the option to audition either digitally or in person.

“So once we collate all the entries, both regionally and on digital platforms, 300 people will be shortlisted to come to the trial. The trial is the first round of the show, and that’s the first time you will be performing before judges,” he said.

The competition is open to Nigerians and will focus not only on discovering talent but also on nurturing it through professional development, mentorship, and access to industry-standard resources. To apply, text NAS to 13013 using an MTN line. Visit  mtn.ng/NAS for more information.

The event had in attendance guests across various media platforms as well as A-list celebrities like Tee-Y Mix and Sharon Ooja who all dazzled the red carpet in stunning attires.

The premiere, which was held on October 3, 2022, at the Ultima Studios in Lekki featured exciting games from which guests won cash prizes. To thrill guests of what is to come to television screens across the country from October 7, there was a mock Family Feud episode featuring two families and hosted by the TV show host, Bisola Aiyeola. Guests were left enthralled in their seats as they watched the families battle for the ultimate prize.

Speaking at the event, Ag. Chief Digital Officer, MTN Nigeria, Aisha Umar Mumuni, said, “MTN Nigeria is committed to creating various outlets for the growth and development of Nigerians and that includes entertainment. We prioritize the need to provide families with entertaining content that is wholesome. Family Feud Nigeria does just that, it brings forward the authenticity of Nigerians, starting with the wonderful host, Bisola. We are excited to see Nigerian families win on the show and the various digital games, it is all very thrilling.”

Family Feud Nigeria will air on DSTV & GoTV’s Africa Magic Family and Africa Magic Urban – starting October 7, 2022. The broadcast will be extended in 2023 to several terrestrial TV channels, with the NTA Network leading the pack.

MTN subscribers have the opportunity to win cash prizes every day by participating in humorous trivia competitions. MTN customers can send DFF or WFF to 205 to participate, texting their answers to the Family Feud style survey questions to win cash every weekday – Monday to Friday. Over 200 subscribers with the highest points will be rewarded with N10,000 every month.