"Ojude Oba Festival 2025 Earns Cultural Spotlight with Positive Media Reputation, Expanding Global Reach"

"Ojude Oba Festival 2025 Earns Cultural Spotlight with Positive Media Reputation, Expanding Global Reach"

LAGOS, NIGERIA – The 2025 Edition of the iconic Ojude Oba Festival has emerged as one of Nigeria’s most impactful cultural events in terms of media performance, with strong local resonance and measurable international interest. A comprehensive report released by P+ Measurement Services, a Lagos-based independent media intelligence consultancy, offers a data-driven audit of the media footprint of the festival based on media data harvested from June 1 to June 23, 2025.

Analysis reveals that the Ojude Oba Festival maintained a healthy media sentiment profile. 60% of the coverage across print, broadcast, and digital platforms was classified as positive, citing the festival’s vibrant cultural displays, its economic impact on Ijebu Ode, and the successful coordination of high-profile participation. Thirty percent of the content was neutral, focused on news reportage and factual event summaries. Only 10% of total coverage recorded negative sentiment, primarily tied to logistics such as congestion, travel delays, and crowd management.

Geographically, 85% of media exposure originated from Nigerian media, driven by extensive coverage from national and regional outlets such as Channels TV, The Guardian, Arise News, Tribune Online, and Ogun State Television. The remaining 15% of the coverage came from international outlets including CNN, BBC Africa, Africa News, and Reuters, signifying a growing appetite for Nigerian cultural content on the global stage. The United Kingdom, France, the United States, Ghana and South Africa were identified as key foreign media sources contributing to the international spread of the festival’s image.

In terms of media distribution, online and digital platforms led by a wide margin, accounting for 70% of total media mentions. The near-real-time amplification of festival highlights via X (formerly Twitter), Instagram, YouTube, and blogs significantly shaped the public conversation. Print media retained relevance with 20% of the total share, focusing on pictorial storytelling and editorial features, while broadcast channels, including live event coverage and cultural documentaries, made up the remaining 10%.

The cumulative global media reach of Ojude Oba 2025 was recorded at 124,833,210 individuals, according to analytics pulled from social listening and media database indexing. This figure indicates substantial public engagement and a rising interest in Yoruba traditions, particularly among diaspora communities and heritage tourism advocates.

Among the most visible search terms and hashtags that drove engagement during the festival period were #OjudeOba2025, #IjebuHeritage, #AwujaleLive, #IjebuOde, #FestivalOfColors, #CulturalHeritage, and #AfricanCulture. These were not only driven by official media coverage but also by influencer marketing, user-generated content, and brand activations tied to the event.

Corporate sponsorship played a key role in shaping the visibility and tone of the media narratives. The top five most-mentioned brands during the festival period were Globacom, Goldberg (Nigerian Breweries), Orijin (Diageo Nigeria), FCMB, and Rite Foods (producers of Fearless and Bigi). Their presence was amplified through branded installations, promotional giveaways, community initiatives, and high-visibility event partnerships, reflecting the festival’s growing significance as a strategic marketing platform.

Ojude Oba’s media performance in 2025 points to three key outcomes: the event is not only a vibrant cultural expression but also an evolving asset for cultural diplomacy, brand storytelling, and heritage-based tourism development. The favorable sentiment score (60%), significant audience reach (124 million+), and expanding global footprint suggest that the festival is well-positioned to attract more structured public-private investments.

From a strategic communication standpoint, P+ Measurement Services recommends that the festival’s PR team prioritize four core focus areas going forward:

1. Advance Digital Integration: Strengthen cross-platform storytelling using influencers, vlogs, and immersive content formats (e.g., 360° video, virtual parades).

2. Global Syndication Strategy: Deepen relationships with international media correspondents and diaspora cultural platforms to drive sustained coverage before and after the event.

3. Media WatchDog Sentiment Monitoring: Implement near-real-time crisis response frameworks with media monitoring services support for managing potential risks like crowd control incidents or political hijacking of narratives.

4. Data-Driven Brand Partnerships: Encourage sponsors to activate with community-focused narratives and measurable ROO outcomes to build long-term association equity.

As Nigeria continues to redefine its cultural exports and tourism offerings, Ojude Oba Festival stands out as a case study in leveraging tradition for modern relevance, media amplification, and brand alignment. The 2025 media footprint confirms its status not just as a celebration of heritage, but as a powerful soft power tool with growing international appeal.

About P+ Measurement Services:

P+ Measurement Services is Nigeria’s foremost media intelligence and public relations measurement agency. As a trusted partner to brands and communication teams, the agency provides data-driven insights to evaluate media performance, reputation impact, and communication effectiveness. Through a commitment to ethical measurement practices and global standards, P+ empowers organizations to make informed decisions that drive meaningful business outcomes.

For more information, visit www.pplusmeasurement.com.ng or follow P+ Measurement Services on LinkedIn.