According to a Media Intelligence Consultancy, Nigerian cook Hilda Bassey Effiong, known as Hilda Baci, received over 4.8 billion views worldwide during her Cook-a-thon challenge.
According to the data, Nigeria earned 67% of the media coverage for Hilda Baci’s cook-off, while the United States received 15%, the United Kingdom received 4%, Ghana, Nigeria’s neighbour, received 3%, and Canada received 1%.
According to the Punch’s media report, the company researched and exposed the sponsorships of Hilda Baci’s Cook-a-thon, as well as the sentiment, reach, and share of the media by countries.
According to the survey, digital media earned over 87% of the traction, while traditional media obtained only 13% of the overall views.
However, the report stated that both internet and traditional media had an important role in raising awareness and involvement with the event.
“According to the analysis, the positive sentiment garnered 85%, which can be leveraged by Hilda Baci to build brand loyalty and increase engagement with her audience; while the negative sentiment of 15% suggests that any issues or concerns raised during the event were addressed promptly and effectively.
“The analysis of media share by country highlights the top five countries with the highest earned media coverage of Hilda Baci. 67% of the media coverage emanates from Nigeria, followed by the USA with 15%. The United Kingdom with 4%, Ghana with 3%, and Canada with 1%. The remaining countries had a relatively lower media share, indicating varying degrees of interest and coverage.
“Hilda Baci’s Cook-a-thon was analysed using data harvested from traditional and digital media. These media types provided significant insights on the reach, impact, and characteristics of the event, with 87% generated from digital media and 13% from traditional media, providing a sense of credibility and authenticity to the event.
“The Amore Gardens, the top sponsor, received 18% of the media attention, followed by Uber with 14%, BaigeWallet came in third with 13%, and Arla and Woodscope in lower positions with 10% and 9%, respectively. Noting that media prominence doesn’t necessarily equate to the level of financial or logistical support provided by each sponsor. It reflects the volume of media exposure and visibility they received during the event period.”