Big Brother Naija has over the years helped brands who sponsored the reality tv show gain massive return on investment (ROI) while also attracting consumers to their respective brands. Season 7, of the popular reality tv show, was recently double launched between 23rd & 24th of July, respectively.
The reality tv show for it’s 7th season has increased it’s grand prize to N100 million for the winner.
BBN has gradually become something of a marketing platform for brands and businesses to reach out to their prospective customers. For this season, a host of companies have already lined up to sponsor and partner with the organizers.
The headline sponsor for BBN season 7, is Pocket App formerly known as Piggy Vest and Flutterwave, is satisfied to come in as associate sponsors.
Having distinguished itself as the as a marketing platform and the biggest reality tv show in Africa, BBNaija has attracted other sponsors such as, Dano Milk, Pepsi, Patricia, Tecno, Bet9ja, Boomplay, Close Up, IVC, Guinness, WAW, Travelbeta, Mimee Chin Chin
Headlining the show has proven to be a massive marketing strategy for certain companies. Abeg saw a surge in app downloads, going from 20,000 at the start of the Big Brother Naija Season 6 show to1.8 million at the finale, which is a significant achievement for such a young app.
There will be multiple winners this season as 30 fans of the show will also win ₦1 million each in the Fave Lock-In promo exclusive to DStv & GOtv customers.
The CEO of DSTV shared last year that the show cost N4 billion, which was half a billion more than it did for the previous season. The total cost of running the show goes into diesel for generators, feeding the housemates, buying props for any games they will have, and paying staff members that work behind the scenes.
But this does not entirely come out of the organizers’ pockets. Sponsorship deals, as well as advertising revenue, make up the bulk of the profit the show makes.
Last year, Pocket App (now known as Pocket by PiggyVest) paid ₦2 billion to be the headline sponsor, and Patricia paid ₦1 billion to be the associate sponsor. These exclude category sponsorship which costs ₦750 million while product sponsorship costs N200 million. It wouldn’t make sense for any profit-oriented business to run at a loss, so between the increase in subscription fees, sponsorship deals, and advertising revenue, DSTV should turn a profit or at least break even.
