BBNaija Economic Value BBNaija Economic Value Executive summary 01 Housemates and monetary rewards 02 Sponsors of this year’s edition 03 Past winners and achievements 04 Profile of last six in the house: • Monies won • Followership on social media 05 Economic value of the show 06 Cost implication of the show 07 Impact of the show on sponsors 08 Cost implication for viewers, on TV and streaming views 09 Profile of the winner and outlook 10 Conclusion 11 Outline BBNaija Economic Value What started as a reality TV series in the Netherlands, named after George Orwell’s “Big Brother”, has over the last two decades, found its way into Africa, and become a sensation in Nigeria. Big Brother Naija (which is the Nigerian adaptation of the Big Brother Franchise) has become one of the most watched programmes, as people want to see the housemates contest for monetary, material and other tangible gains. Beyond the money, the show has become the springboard which threw a number of persons into limelight, particularly in the entertainment space. This year’s edition themed BB Naija, “Shine Ya Eye” has also not fallen short of expectations as housemates have recorded huge financial rewards as well as endorsement deals, with some already reported to feature in upcoming projects. Saying that a lot of funds go into the planning and execution of this show, would amount to stating the obvious. But on the flip side, the show has also brought immense value in different ways; dominating social media conversations in the last three months. This report details the economic value of the Big Brother Naija to Nigeria, impact for the brands who clinched the headline and associate sponsorships; as well as financial implications for all the players. Do note that, while this report is not exhaustive of the financial and supplementary gains, it gives a relatively good indication of the effect of the BB Naija franchise on the Nigerian economy. Executive summary BBNaija Economic Value Housemates and monetary rewards Beatrice Emmanuel Kayvee Arin Jackie B Liquorose Boma Jaypaul Maria Angel Reward ₦ 5,397,205 Cross Reward ₦5,604,348 JMK Reward ₦1,254,348 Reward ₦142,857 Reward ₦4,429,348 Reward ₦304,348 Reward ₦702,205 Reward ₦1,054,348 Reward ₦7,637,681 Reward ₦404,348 Reward ₦3,626,014 Reward ₦554,348 BBNaija Economic Value Housemates and monetary rewards Michael Nini Niyi Peace Reward ₦4,454,348 Reward ₦1,971,014 Reward ₦205,000 Reward ₦1,621,015 Pere Princess Queen Saga Reward ₦3,154,348 Reward ₦554,348 Reward ₦2,621,014 Reward ₦6,088,872 Sammie Saskay Tega White Money Reward ₦521,014 Reward ₦5,934,348 Reward ₦1,147,205 Reward ₦4,152,205 BBNaija Economic Value Housemates and monetary rewards Yerin Reward ₦142,857 Youseff Reward ₦3,751,014 BBNaija Economic Value Sponsors of this year’s edition Headline Sponsor Associate Sponsor BBNaija Economic Value Past winners and achievements Katung Aduwak Efe Miracle Mercy Laycon S1 S2 S3 S4 S5 The very first season of the Big Brother Franchise in Nigeria was won by Katung Aduwak in 2006, which had housemates such as Gideon Okeke and Ebuka Obi- Uchendu the current host of the show. Katung, after winning the show decided to acquire more training in filmmaking and production. He returned to Nigeria to start working on music videos and TV series. He is a major director in the Nigerian entertainment scene with his hands on some of the series and TV shows on Africa Magic Efe Ajaba a Jos based music artist, who later worked with stars such as Olamide, Iceprince, won the See Gobbe edition of the BBNaija in 2017 with a take home of N25 million. Efe endeared himself to Nigerians for identifying with the famous city of Warri despite living in Jos and tales of his humble beginnings. Efe is still very much a music act, and continues to enjoy life after the BBN show. The BBNaija season 3 series themed Double Wahala edition in 2018 was won by Miracle Igbokwe a then soon to be pilot, going home with a mouthwatering N45 million. Miracle stayed back in Nigeria to fulfill all he signed up for with owners of the BB Naija franchise in Nigeria after the show, before he had to leave the country to train to become a professional pilot. The BBNaija season 3 winner went back to school for 12 months to study to become a professional and commercial pilot, and currently works as a pilot. Mercy Eke, the winner of the Pepper Dem season in 2019, cruising home with cash prizes in excess of N30 million. Her stay in the house is well remembered for her infamous dispute with fellow housemate Tacha. Since she won in 2019, she has since expanded her business portfolio with a hand in fashion and entertainment. Olamilekan Moshood Agbeleshe, who won the BB Naija season 5 lockdown edition in convincing fashion, ahead of the likes of Dorathy, Nengi, Ozo, Vee and Neo. He went home with staggering N80 million worth of prize as well as a host of other gifts from fans and celebrities. Since he won, he has endeared himself further into the hearts of his fans as he continues to make music, partnering with famous brands and featuring in popular comedy skits. BBNaija Economic Value Profile of last six in the house Monies won, followership on social media Emmanuel Umoh IG: @emmanuelumohjr_ 510,523 Followers(as at 7th Oct 2021) Age: 24 The first housemates to be guaranteed a spot in the grand finale, after winning the ultimate veto power with a total of 470 points, assuring him a spot in the grand finale and given him the rare privilege of determining the fate of two others (Liquorose and Cross). Emmanuel is the first Nigerian to win the Mister Africa pageant. He hails from Akwa Ibom, but currently resides in Port Harcourt, Rivers State, where he owns and runs a fitness centre, unisex salon and a spa. According to his profile on the official Africa Magic website, Emmanuel is single and describes himself as a “sucker for love” and believes “a healthy relationship goes a long way to building one’s life”. Emmanuel in the house was in close relationship with Liquorose, the second runner up, no wonder he immediately picked her as the head of house, when he had to choose someone who would eventually not face eviction and automatically qualify for the grand finale. ₦ 4.4 MILLION Task money VVIP all-expense paid trip to One Africa Music Fest Dubai + BBNaija Economic Value Profile of last six in the house Monies won, followership on social media Ikechukwu Sunday Okonkwo IG: @crossda_boss 547,553 Age: 30 Cross Ikechukwu Sunday was chosen by Emmanuel as the Deputy Head of House, which automatically guaranteed him a space in the finale as one of the last six housemates in this year’s edition of the Big Brother Naija. Cross is a Lagos based fitness enthusiast and entrepreneur who describes himself as “a bad boy with a good heart” who loves watching movies, playing drums, traveling and clubbing. He was saved from eviction in the previous week, where Yousef and Saskay were both evicted. After being voted back into the house by fans, he got a shot at winning the show, thanks to Emmanuel’s gracious selection. However, Cross was evicted on the final show down, but not without winning over N5.6 million in cash prize, as well as other mouth- watering rewards. He was voted fourth on the list, by his numerous fans, behind Pere. ₦ 5.6 MILLION Task money VVIP all-expense paid trip to One Africa Music Fest Dubai + Followers(as at 7th Oct 2021) BBNaija Economic Value Profile of last six in the house Monies won, followership on social media Angel Agnes Smith is a vibrant female in the Big Brother house, who describes herself as a fun, likeable person who enjoys storytelling. According to the 21-year-old, if she is not in the club dancing, you will find her on the beach writing poetry. Angel dropped out of college twice, first from the University of Lagos, then from British Foundation College, from which she also dropped out, as she explained that pressure was the main reason for her dropping out. Meanwhile, Angel now has a shot at winning over N90 million in prizes if she is able to win the BBN Season 6 edition, after a securing a space in the grand finale, with the five other housemates. Angel was the second lady in the final showdown, having demonstrated great resolve in the house by winning a couple of daily tasks, which saw her go home with a sum of over N5.6 million in cash prizes amongst others. Angel Agnes Smith Age: 21 ₦ 5.4 MILLION Task money VVIP all-expense paid trip to One Africa Music Fest Dubai + Followers(as at 15th Oct 2021) 750,823 IG: @theangeljbsmith BBNaija Economic Value Pere Egbi 628,611 Age: 35 Profile of last six in the house Monies won, followership on social media 2nd Runner Up Born in Warri, Delta State and raised by a single mother, Pere Egbi came into the house as a wildcard, but has been able survive through the house till the very end. Pere, a 35-year-old is a qualified nurse and served in the United States Military for six years, before coming back to Nigeria to pursue a career in real estate. He was top on the list of bottom housemates, which gave him the opportunity to compete for the final spot in the house with fellow housemate, Angel. However, Big Brother rewarded both housemates with a stay in the house, making an exception of six finalist for the grand finale. Pere won a sum worth over of N3.1 million in cash prizes from various tasks, he also won himself a brand new IVM Innoson car after winning the Innoson challenge. His Instagram handle, which is yet to be verified grew to over 628k in followership. IG: @pereegbiofficial ₦ 3.1 MILLION Task money VVIP all-expense paid trip to One Africa Music Fest Dubai Brand new IVM Innoson car + Followers(as at 7th Oct 2021) BBNaija Economic Value 1st runner up Profile of last six in the house Monies won, followership on social media Liquorose was the second housemate to be guaranteed a spot in the finale, after Emmanuel chose her as the head of house, which automatically means she was saved from eviction. Roseline Omokhoa Afije is a 26 years old professional dancer who loves singing, cooking, reading and writing according to her profile on the official website of Africa Magic. Liquorose is a very active housemate in the house earning the highest financial rewards compared to other housemates from their daily tasks. She is also very active on social media, recording tremendous growth in her verified Instagram account to the tune of 1.5 million followers. In terms of daily task rewards, Liquorose won over N7.6 million in monetary rewards, this is not inclusive of other prizes not stated in cash. She received the highest amount from the daily task rewards compared to other housemates. She also came close to a tie with the eventual winner of this year BBN season. Roseline Omokhoa Afije IG: @liquorose 1,533,141 Age: 26 Task money ₦ 7.6 MILLION VVIP all-expense paid trip to One Africa Music Fest Dubai + Followers(as at 7th Oct 2021) BBNaija Economic Value Winner Profile of last six in the house Monies won, followership on social media Hazel Oyeze Onou, is Lagos based business oriented 29-year-old young man, who recently ventured into the importation of designer shoes. He hails from Enugu State, having done a number of business ventures which include generator repairs, photography amongst others, before entering into the Big Brother house. Whitemoney was voted in by his numerous fans into the top cadre of finalists for this year’s edition of the Big Brother Naija, which gives him the chance to walk away with the grand prize of N90 million, consisting of N30 million cash prize, bitcoin, two-bedroom apartment amongst others. He won over N4.1 million in cash prize from the daily tasks and challenges, and grew his Instagram account to over 1 million followers, on the finale of the event. Hazel Oyeze Onou IG: @whitemoney__ 1,081,075 Age: 29 ₦ 4.1 MILLION Task money VVIP all-expense paid trip to One Africa Music Fest Dubai + Followers(as at 7th Oct 2021) BBNaija Economic Value Impact on economy BBN has helped to create employment, hence reducing unemployment rate during the period Over 1,000 people employed in the 3-month period Local brand coverage: This show is not only watched in Nigeria, with the various advert of local items and services, it tends to promote these local brands in the international scene. Boost entertainment sector: the show has been able to produce a number of entertainers in the country, ranging from Erica, Laycon, Ebuka and many more. BBNaija Economic Value Cost implication of the show won from sponsors’ tasks ₦ 63 MILLION OVER worked to bring the show to life this season 1000 People OVER BBNaija Economic Value votes via the Mobile site, Website and the MyDStv/ MyGOtv App only 240 MILLION 900 MILLION 1.3 BILLION Number of votes Number of votes Number of votes 2019 2020 2021 Number of Votes BBNaija Economic Value Cost implication of the show COST OF SHOW Round the clock media team Other items Uninterrupted power supply Foods and drinks ₦ 4.3 BILLION BBNaija Economic Value Impact of the show on sponsors Due to the increased advert and coverage that the show gives its numerous sponsors, their adoption rate has increased in recent times SOME OTHERS THAT GREW SIGNIFICANTLY IN THE PAST DUE TO BBN AMONGST OTHERS 1.8 Million Grew it’s users from (as at October, 2021) 20,000 3k Reviews on Playstore TO BBNaija Economic Value Fan’s Benefits Cost of data for streaming and voting Cost of power Cable subscription ₦ ₦ ₦ OLAYEMI OLAOYE 7021943268 DStv AZUKA UZOR 7031970780 GOtv ALAWAYE SHOKEYE ADENIKE 7016751324 DStv CHINEDUM EKWUENCHI 7031074943 DStv NELSON CHUKWU 4258501238 DStv SAMUEL NZUBE 10593680993 DStv EGBUNONU ONYEDIKA 7034743277 DStv ENEST ENEST 7034338760 DStv MRS F E AKUSU 4620926392 GOtv ISA TERUNGWA SIMON 4288792817 DStv OPEYEMI OPEYEMI SODIQ 7034772688 GOtv ABUBAKAR ABDULLAHI 1041637195 DStv IYEINI STEPHEN BEKEFULA 7021966695 DStv ADENLEWO OYEKUNLE 7018483972 DStv AKITUNDE AKIN 4279323659 DStv EMMANUEL ASUQUO 7029095048 DStv REBECCA HUNDUH 7021936079 DStv AZEEZ BOLANLE R 4601779781 GOtv ENE MIRACLE 7551955919 DStv ADAMSON BELLO 1056348747 DStv MICHAEL IFEANYICHUKWU 7032101276 GOtv ATAIHIRE JEMEFE 7528094038 GOtv ANGELA OKODUGHA 1031442108 DStv ELVIS JOHN AMADIN 7024120343 GOtv RICHMOND OSADOLOR I SHINE 7038944233 DStv EZE EZE KINGSLEY NNAMDI 7036928514 GOtv YUSSUFF SIKIRU OLATUNJI 7022255007 DStv OSARO NEMUDIA OBASEKI 7545325589 GOtv CHUKWUEKE AMARA FAVOUR 7016606450 GOtv BUCHI FRANKA 7034783900 GOtv 30 Fans of Whitemoney won N1m each in the Fave Lock In Competition COST TO VIEWERS NAMES SMARTCARD/ IUC NUMBER PLATFORM