Nigeria’s Q3 2025 Media Sentiment Analysis: Reputation because the New Currency of Trust
As Nigeria’s media atmosphere continues to evolve, model sentiment has emerged as a key indicator of repute, revealing how company narratives affect public confidence, belief, and market notion.
A brand new report by P+ Measurement Services, Nigeria’s main impartial media intelligence consultancy, offers a data-backed evaluation of how reputational elements formed public narratives throughout the banking, insurance coverage, and telecommunications sectors within the third quarter of 2025.
The Q3 2025 Sentiment Report attracts insights from over 1.3 million on-line publications, together with information platforms, {financial} web sites, boards, and blogs, alongside roughly 2,100 print publications throughout every day, weekly, and month-to-month editions. Using a sentiment-based analysis framework, the examine identifies how tone, visibility, and notion influenced model fairness throughout main industries.
Commercial Banking: Innovation, CSR, and Financial Stability Drive Positive Visibility
Nigeria’s banking sector recorded a robust optimistic sentiment profile in Q3 2025, largely formed by innovation, governance, and social influence initiatives.
Stanbic IBTC Bank led with 26% optimistic sentiment, boosted by its ₦800 million mortgage facility from the China Development Bank and recognition as West Africa’s Best Trade Finance Bank, each of which strengthened investor confidence.
Zenith Bank adopted with 23%, supported by its thirty fifth anniversary celebrations, EuroMoney Award for Excellence, and sustained media protection highlighting company stability.
Fidelity Bank sustained 19% optimistic sentiment by way of community-driven CSR tasks equivalent to solar-powered college bag donations and meals reduction programmes, aligning profitability with objective.
FirstBank achieved 17%, pushed by {financial} inclusion campaigns and partnerships selling digital accessibility, whereas FCMB recorded 15%, buoyed by initiatives supporting girls entrepreneurs and sustainable finance.
However, repute dangers continued. UBA accounted for 36% of unfavourable sentiment, linked to stories of fireside incidents, regulatory scrutiny, and operational disruptions. Zenith Bank adopted with 21%, tied to customer support complaints and system downtime, whereas Union Bank (18%) and Sterling Bank (16%) confronted possession transition points and digital service challenges, respectively. Ecobank
Insurance: Advocacy, Performance, and Market Perception Shape Reputation
Sentiment within the insurance coverage trade mirrored a extra complicated mixture of public advocacy, market self-discipline, and investor confidence.
AXA Mansard Insurance emerged as essentially the most seen model, with 37% optimistic sentiment, pushed by its gender advocacy marketing campaign involving 900 workers and recognition as Insurance Company of the Year.
Leadway Assurance adopted with 29%, supported by partnerships with Ecobank and state governments on climate-resilient insurance coverage initiatives. AIICO Insurance (14%) maintained visibility by way of annuity engagement and sustainability-focused programmes, whereas Stanbic IBTC Insurance Limited (11%) deepened post-retirement belief by way of retirees’ engagement boards. SanlamAllianz Nigeria Insurance (9%) strengthened its youth-focused positioning by way of storytelling and essay competitions.
Negative sentiment was largely market-driven. AXA Mansard recorded 69% unfavourable sentiment following stories of a pointy half-year {financial} decline and its perceived position within the NGX downturn. AIICO Insurance accounted for 31%, tied to investor warning and sell-offs inside the insurance coverage index. In distinction, Leadway Assurance, Stanbic IBTC Insurance, and SanlamAllianz maintained z
Telecommunications: Innovation and Infrastructure vs. Service Reliability
Nigeria’s telecommunications sector continued to draw important media consideration, balancing innovation-led visibility with persistent issues about service reliability.
MTN Nigeria led with 47% optimistic sentiment, pushed by its $120 million information centre launch and its leisure collaboration with Ultima Studios on The Next Afrobeats Star, each reinforcing its digital inclusion and youth engagement agenda.
Globacom adopted with 24%, buoyed by its twenty second anniversary celebrations, infrastructure enlargement, and the introduction of a tool safety service enhancing buyer retention.
T2 (previously 9mobile) achieved 16%, supported by its rebranding and repositioning drive, whereas Airtel Nigeria recorded 13%, reflecting rising confidence in its 5G rollout and broadband enlargement tasks.
On the unfavourable aspect, MTN Nigeria additionally dominated unfavourable protection with 68% unfavourable sentiment, tied to regulatory penalties over unsolicited caller tunes and fibre cuts disrupting nationwide connectivity. T2 (9mobile) adopted with 16%, dealing with backlash for community points, whereas Globacom recorded 14%, linked to subscriber losses and authorized disputes. Airtel Nigeria stood out with solely 2% unfavourable sentiment, signalling operational resilience and buyer satisfaction stability.
Strategic Insight: Reputation is the New Balance Sheet
The Q3 2025 sentiment outlook underscores a transparent divide between organisations that sustained belief by way of innovation, transparency, and stakeholder engagement, and people whose reputations had been challenged by regulatory, operational, or service setbacks.
According to P+ Measurement Services, long-term reputational resilience in Nigeria’s company panorama will depend upon three key elements:
- Credibility – Consistent and clear communication.
- Responsiveness – Timely administration of public and media narratives.
- Reformability – Turning challenges into alternatives for renewed belief.
As the agency notes, “Reputation is no longer a soft metric, it is a measurable, strategic asset that directly impacts market confidence and business continuity.”
About P+ Measurement Services
P+ Measurement Services is Nigeria’s foremost impartial media intelligence consultancy and a member of the International Association for the Measurement and Evaluation of Communication (AMEC). The agency offers end-to-end options in media monitoring, sentiment evaluation, and efficiency auditing for companies, public establishments, and PR consultancies.
For the entire Q3 2025 Brand PR Measurement and Performance Audit Report: olufunke.m@
