🤔 What does Big Brother Naija have to do with the Super Bowl?

In the eleventh edition of Communique, I look at the commercial and creative potential of Big Brother Naija, one of the biggest TV shows in the world. It can learn a few things from the Super Bowl.

Hello and welcome to today’s newsletter.

Just like the last time, I have already published the essay on the website. You can read it here. But before you do so, here’s a quick rundown of what to expect:

  • Analysis of Big Brother Naija’s audience size compared with the Super Bowl (average viewership of 309 million vs 114.4 million).

  • The similarities between both television programmes: both are prime media real estate, and both rake in insane advertising revenue.

  • However, Super Bowl’s producers and advertisers have learned to leverage the programme’s elite status in ways that Big Brother Naija’s producers and advertisers are yet to realise.

  • The link between traditional television advertising and online social media conversations presents an interesting marketing opportunity for Big Brother Naija’s producers and advertisers.

  • Lastly, a roadmap for how to go big with advertising on Big Brother Naija to maximise the opportunities it presents.

Read the full essay and share it with your friends, especially those who watch the show!

Read essay here

A quick announcement

On May 15th, I’m hosting a call with my newsletter subscribers. We’ll talk about your favourite Communique editions, and I’ll answer all your questions around media, communications, and digital strategy. I’ll also be revealing what the next phase of Communique will look like. Sign up for exclusive access to the call!

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Here are some interesting things I’ve read recently

What Substack Is Really Doing to the Media - Slate

There's a lot of talk about how Substack is disrupting journalism as more big-name journalist in the West are breaking away from the norm. This article puts everything into proper context by defining the role of the traditional Substack writer, and the advantage that established media outlets still have over it.

Podcast Subscriptions vs the App Store - Stratechery

Last month, I wrote about the opportunities in podcasting, particularly for African creators. Since then, there have been even more interesting developments that will shape the medium's future and how people monetise it. Ben Thompson provides some interesting analysis into this. Worth reading.

The Two-Way Mirror of Art and Technology - The Digital Native

If you, like me, are curious about the impact technology has on creativity, especially its technicalities, this is a great piece. It runs through history, from radio to TV, music, and social media, and contextualises just how we got here.

Food52 expands creator program, banking on talent to help draw in more money and eyeballs - Digiday

This article provides an interesting perspective for media companies looking to diversify their monetisation models.

That’s it for today’s newsletter. See you in June, and don’t forget to share this with anyone you think needs it. A quick reminder to sign up for the call if you haven’t. Stay safe!