Big Brother Naija is a truly remarkable media, marketing and social phenomenon.
Between July 19 and September 23, 2020, the show generated over 55 billion media impressions, with 7.7 million ‘users’ (Twitter accounts) posting the word “BBNaija” over 20 million times on Twitter alone. This is according to data from Keyhole and ID Africa.
All students of marketing, communications, sociology and human psychology should pay some attention. I compiled a list of some of the most insightful reviews, analysis and research reports on the BBNaija phenomenon published recently. These were written by academics, independent researchers, journalists, business analysts and marketing professionals.
I’m sharing this mostly for ‘academic’ purposes… and for the pleasure of viewers of the show––both the “I-don’t-really-watch-it” folks and the ones who proudly own their BBNaija fanaticism with their full chests.
1.) If you’re wondering about the impact of BBNaija on sponsors and the huge opportunities available to brands and businesses? Read this great case study by Tunji Adegbite and the Naspire team. They talk about the good, the bad and the money!
Read HERE.
2.) If you’re wondering how Big Brother Naija has shaped/can shape and has influenced/can influence the perception of Brand Nigeria by the rest of the world? Read this great article by Dr. Olusola Ogunnubi and Akinlolu Akinola (Cc the FG 😁)
Read HERE.
3.) Dr. Ogunnubi and his team conducted a study on the benefits of BBNaija beyond entertainment. They explore the soft power prospects of BBN and investigate how the show has helped to shape perceptions about Nigeria. They argue that BBNaija represents a potent source of attraction, aspiration, and admiration for Nigeria.
Read HERE.
4.) To have an idea of the sheer scale, reach and audience engagement around the show online, then check out this report by the team at ID Africa.
Although, this one didn’t age well with the prediction, lol.
Read HERE.
5.) For some more analysis of social media chatter and online conversations around Big Brother Naija and related subjects from ID Africa.
Read HERE.
6.) The ID Africa research team earlier in the year observed that watching and discussing Big Brother Naija Pepper Dem Reunion show was one of the key things that got young people through the boredom of the Covid-19 lockdown.
Read HERE.
7.) In April 2019, Plaqad released the first ever research report on BBNaija, with insights on the popularity of past housemates and general impact of the show, especially online:
Read HERE. And you can also download that full report HERE:
8.) This story on Nairametrics highlights the economic value of BBNaija, especially the impact on the pockets of the housemates, after the show ends:
Read HERE.
9.) Wondering what it costs MultiChoice to produce this show and how much they invested in it this year?
Check out this report from Netng HERE. And this one from Pulse HERE.
10.) Thinking of auditioning for the next edition of the show?
Well, read this first and maybe pick up a few tips:
Read HERE.
I’ll be back to update this post as I gather more interesting reports about (whether we like it or not) the biggest thing on Nigerian television.
PS: If you’re a journalist, storyteller or content creator looking for hi-res images, videos and all from the show, check out the BBNaija Media Guide website. Go HERE.
