š¤ 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 todayās 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, hereās a quick rundown of what to expect:
Analysis of Big Brother Naijaās 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 Bowlās producers and advertisers have learned to leverage the programmeās elite status in ways that Big Brother Naijaās 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 Naijaās 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!
A quick announcement
On May 15th, Iām hosting a call with my newsletter subscribers. Weāll talk about your favourite Communique editions, and Iāll answer all your questions around media, communications, and digital strategy. Iāll also be revealing what the next phase of Communique will look like. Sign up for exclusive access to the call!
Here are some interesting things Iāve 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.
Thatās it for todayās newsletter. See you in June, and donāt forget to share this with anyone you think needs it. A quick reminder to sign up for the call if you havenāt. Stay safe!