Big Brother Naija will soon be back on TV.
The company has announced the audition date.
I found it interesting that the cost of being a headline sponsor for this year’s show is $4 million, while the cost of associate sponsorship is $2.5 million.
So what this means is that any brand that wants to be the headline sponsor has to budget 4 billion naira to be able to enjoy this privilege and exclusivity.
interesting right?
Big Brother Naija has been priced out of reach for most businesses that used to patronise the brand, let’s say four years ago.
Now I understand why Big Brother Naija is the biggest cash cow and money spinner for DSTV. Nigeria at the moment.
No other content on the DSTV bouquet generates as much revenue as this; not even English Premiership football comes close, despite the fact that most young Nigerians have an obsession with football.
But beyond this, I’m hoping to see the particular business that will take up this headline sponsorship with the Marco economic conditions, the declining purchasing power, and the headwinds that most businesses in Nigeria are currently facing.
At the end of the day, I’m not sure it’s worth it to spend such a huge amount to be the headline sponsor of the show, even with its popularity.
But I might be wrong.
