Category Investment Trend gross spend (& #8358;B) & spots (000)

Investment by Medium gross spend by year

Top Brands — YoY Growth % change vs prior year

Category Players 3-year spend, 2019 share & growth

Brand Investment Footprint spend by state

Regional Focus share of brand spend

Investment Trend gross spend by year

Channel Mix % of player spend

Flighting — 2019 Monthly gross spend by month

Time-band by Spots electronic media only

OOH Format Strategy % of player OOH spend

Print Dimension Strategy spend per player

Language Mix % of player spend

SOS / SOV / SOM share & SOS/SOM index

Duration Mix % of player spend, electronic media

Market Prioritization % of player spend by state

Content Strategy top programmes per player

Channel Mix share of brand spend

Stations by Medium electronic media

Top Stations spend & % of brand

Top TV Stations category spend by station

OOH Format Mix spend by format

OOH by Region % of OOH spend

Print by Dimension spend by brand & size

Publications insertions & spend

Daypart Mix by Brand % of spend

Daypart Mix by Region % of spend

Time-band by Spots electronic media only · spots per hour

Day of Week gross spend

Flighting — Category monthly spend by year

Flighting — Brand monthly spend by year

Language Mix by Brand % of spend

Duration Mix by Brand % of spend · electronic media

Growth Map usage growth vs spend momentum · bubble = 2019 users · blue = CDI ≥ 100, cyan = CDI < 100

Fastest-Growing Markets top 15 by usage growth

Bubble colour: blue Star (BDI ≥ 100, CDI ≥ 100) · cyan Opportunity (CDI ≥ 100, BDI < 100) · amber Defend (BDI ≥ 100, CDI < 100) · grey Develop (both < 100). Bubble size = brand users in the state. Dashed lines mark index 100.

Top-10 Priority Markets composite score: 28% CDI · 22% usage growth · 20% spend momentum · 15% whitespace · 15% scale

Priority Score Composition stacked weighted components per market (0–100 each)

New-Market-Entrant Budget Model — John Philip Jones (JPJ) Response Curve

The JPJ planning rule: share of market tracks share of voice, but a new entrant starts below the response threshold and must over-invest in voice to convert it into share. Required SOV = target SOM × entry premium. Annual budget = SOV ÷ (100 − SOV) × incumbent category spend in each focus market; the 3-year program phases 1.2× / 1.0× / 0.5× of that annual requirement (launch, sustain, maintain).

JPJ Response Curve share response to share of voice · operating point marked

Budget Allocation by Market 3-year requirement, ₦M

Download the Data Template

Standard MedioScan workbook — Sheet 1 ATL Spend (Medium, Advertiser, Brand, Location, Station, TimeBand, Time, PROGRAM, Addate, Day, Spots, Duration, Language, GrossSpend, Month, Year) and Sheet 2 Brand Usage (Area State, Brands, Users, Year). Fill it with your own category data and upload it back.

⇩ Download Template (.xlsx)

Upload a Completed Template

Drop a filled template here. MedioScan re-computes the full analysis in your browser — nothing leaves your machine.

Choose file or drag & drop

Validation Rules

Sheet 1 must be the ATL Spend template with a GrossSpend column; headers are case-sensitive. Location must be a Nigerian state (e.g. “LAGOS STATE”). GrossSpend is gross ratecard value in Naira, Duration in seconds, Spots = number of airings. Files larger than 10 MB are rejected. Sheet 2 (Brand Usage) is optional, but without it the usage modules fall back to the built-in usage data.

Method Notes

Spend is gross ratecard value. Share of spend = brand spend ÷ category spend; share of voice = brand spots ÷ category spots. BDI = brand’s share of state usage vs national, CDI = state category users per capita vs national (population: projected estimates). Priority score = 28% CDI + 22% usage growth + 20% spend momentum + 15% whitespace (low spend per user) + 15% scale (users), each normalised 0–100. JPJ budget: required SOV = target SOM × premium, annual = SOV ÷ (100 − SOV) × incumbent spend, phased 1.2× / 1.0× / 0.5×.