BBNaija 2018: Possible Ways PayPorte Makes Money From The Show

Although BBNaija debuted in 2006 (as Big Brother Nigeria), the second season which featured in 2017 ushered in a new wave of excitement and curiosity from lovers of the show.

While eyes were (fixed) on the competing housemates, gazes were also extended to PayPorte, a Nigerian eCommerce platform, which has been the primary sponsor for two consecutive seasons now.

Chances are, if a list was passed among viewers to pen down possible sponsors for the show, PayPorte would be least considered to be major sponsors.

There’s a plausible explanation for that. Nigeria’s eCommerce space has being rattled with lots of challenges.

Many eCommerce players have been forced to exit the market and those who have managed to survive till date cannot boast of doing so well.

Which is why the thought of PayPorte being a major sponsor of a reality TV show which costs millions of naira is all too surprising to be true. Or don’t they play in the same Nigerian market?

Questions continually range from “How’s PayPorte able to sponsor this mighty show?” to “How do they even make money?” to “Do they even make enough money to keep up?”

For all we know (and do not know), Payporte’s management isn’t stupid. There has to be a way it translates to cash for the eCommerce brand. And while we might not be able to unravel how PayPorte manages to sponsor BBNaija, speculations could guide us on two possible ways it rakes in loads of cash from the reality tv show.

From brand visibility to increased orders

BBNaija and PayPorte can be compared to a snail and its shell. There’s hardly anywhere one appears without the other — be it on billboards, posters, social media handles and even on the show itself. This, of course, translates to more brand visibility for PayPorte and possibly more traffic to its website.

Come to think of it, 1 million flashes of PayPorte everywhere you see BBNaija is enough to pique your curiosity and make you ask the question “what exactly is PayPorte all about?”. If you ask me, that’s a plus for the brand — the more the awareness, the merrier.

Also, it’s quite easy for views to translate to more sales for PayPorte on the show. For those all too familiar with PayPorte’s backing, ordering from the platform comes naturally and organically. For average viewers, inquisition may drive them to research about the eCommerce platform, coincidentally discover an accessory a favourite housemate wore that day, and possibly hit the order button.

An ad flash is another potential call-to-order. Something like, “Shop for CeeCee’s looks today. Only available on PayPorte” will make an ardent lover of CeeCee consider no other platform to order such wears.

At Techpoint Inspired 2017, PayPorte CEO, Eyo Bassey revealed that taking the reins as the major sponsor of BBNaija 2017 skyrocketed orders on the platform.

According to him, PayPorte was basically struggling to fulfil orders as the surge was high and the platform is only capable of processing as much as 5,000 orders on a daily basis.

He further said that if BBNaija had gone on for 6 months, PayPorte might hit a break point and be unable to deliver.

Culled from TECHPOINT