IMPACT OF ADVERTISING ON THE SUSTENANCE OF PRIVATE TELEVISION BROADCASTING IN NIGERIA

ABSTRACT  

This study investigated the impact of Advertising on the sustenance of private Television broadcasting in Nigeria. With the influence of social media marketing on television advertising budget and the rising death rate in advertising agencies in the recent years, doubts arise as to the survival of TV broadcast station in the near future. The study therefore examined the viability of current advertising revenue on the sustenance of television stations in Nigeria. Interview research design was adopted using self-administered structured questions as instrument for data collection. Two percent of about 100 private television stations in operation were studied. The study sample was done using random sampling. The study discovered that advertising provides an average revenue of about 70% in the stations; supplies media contents, promote programmes, help meet local contents regulations. The study also discovered that amidst new developments in the broadcast sector, private television stations now create engaging programmes, run online and on cable to command huge viewership that help keep their revenue base. The study called on private TV stations to provide accurate media facts to boost advertisers’ confidence on private television broadcasting in Nigeria; and that NBC should enforce regulations that will prosecute further pushing of non-newsworthy contents as news.