Big Brother Naija’s Declining Influence: The struggles of its alumni and possible solutions

Big Brother Naija has established itself as a significant platform for Nigerians, both domestically and in the diaspora, allowing participants to compete for attention and opportunities in various industries. Historically, the show has provided many housemates with valuable exposure and endorsement deals. However, the 9th edition has experienced a notable decline in endorsements from major companies, raising concerns about the reasons behind this change

Big Brother Naija (BBNaija), formerly known as Big Brother Nigeria, is a Nigerian reality competition television series based on the Big Brother television franchise. It has long stood as a beacon of hope for aspiring stars, offering a springboard to fame and lucrative endorsement deals.

With its massive following and cultural influence, the show has become an attractive platform for brands eager to promote their products and services. However, the No Loose Guard edition has raised concerns about its diminishing appeal, particularly for housemates, viewers and sponsors.

The impact of BBNaija stretches far beyond the confines of the house, as brands such as Airtel, Guinness, Travel Beta, Tecno, and Nexus have leveraged the show's platform for marketing their offerings. Nevertheless, the No Loose Guard edition’s lacklustre performance has raised critical questions about the show's enduring reputation and appeal.

This season has not been kind to the housemates regarding securing lucrative endorsement deals. Unlike past seasons, where stars emerged as brand ambassadors for major companies, many of this year's participants have struggled.

Several housemates have successfully secured endorsement deals with prominent brands. Kellyrea and Kassia landed partnerships with Dstv, while Topher received support as the creative director from the Africa Military Games Abuja(AMGA) and OPPO phones. 

Nne signed an endorsement with Ashluxe, and Victoria, who stands out as the top earner from the No Loose Guard season, secured deals with GetFit and Rexona, among others. Shaun also partnered with Supa Komando, and Anita inked a deal with BellaNaija.

While these partnerships involve well-known brands, other housemates were only able to engage with smaller, less influential companies or none at all. 

This stands in stark contrast to previous seasons' successes, when participants drew attention from major brands, leading to what can be described as an "endorsement drought." 

Is Big Brother Naija losing its glory? 

The question that looms large is whether BBNaija is losing its once-unassailable glory. Since the Lockdown season during the COVID-19 pandemic, which captivated millions and generated unprecedented buzz, many believe the show has not matched that level of excitement. 

The sixth season (Shine Ya Eye edition) in 2021 appeared to set off a decline that has continued into the present. Economic factors such as high inflation might be influencing viewership patterns, as many find themselves preoccupied with more pressing issues than tuning in to the latest antics of housemates.

Although BBNaija still boasts impressive viewership numbers—over 23 million in 2023—the sentiment among many viewers indicates a lack of entertainment value this season. 

Fans yearn for the drama and engagement that previously defined the show, leading to a significant dip in overall enthusiasm.

Also, voices from former winners like Phyna and Khosi reverberate through the community, echoing dissatisfaction with how the franchise has managed expectations and fulfilled promises. Allegations of withheld prizes have ignited passionate discussions about the treatment of participants, lending weight to the call for reform within the franchise to uphold its integrity and reliability.

Is BBNaija still a safe bet for brands? 

While some may argue that BBNaija's appeal is waning, it remains a prime investment opportunity for brands targeting middle-income and youth demographics. 

Despite recent disappointments, the potential for customer loyalty and brand recognition through strategic partnerships is still within reach. Some analysts suggest that brands could still benefit from associating with the show. However, the inability of the No Loose Guard edition's housemates to secure major endorsement deals highlights the shifting dynamics of the marketplace.

Historically, BBNaija has proven to be a springboard for many successful personalities. Iconic figures like Tacha, Mercy Eke, and Ebuka Obi-Uchendu emerged from the show, capitalising on their fame to secure substantial brand deals. 

Despite her disqualification, Tacha, for instance, has amassed a remarkable portfolio of endorsements, partnering with notable brands like House of Lunettes and GetFit. Winning the show has yielded equally impressive results for Mercy Eke, who has aligned with brands such as Unique Motors and Ciroc.

As we assess Big Brother Naija's current landscape, it's clear that the show's impact on housemates' careers is dwindling. 

The harsh reality is that this season's housemates have struggled to land endorsement deals with top brands, a stark contrast to previous seasons. This trend raises concerns about the show's ability to deliver value for its participants.

The success of BBNaija is a collective achievement for the production team, participants, and brands involved. However, the No Loose Guard season has not garnered the same level of popularity as previous seasons. Many fans seem unaware of this edition, which has significantly impacted the housemates' ability to secure endorsements from major brands.

How BBNaija can salvage diminishing influence 

BBNaija must adapt and evolve to reclaim its former glory, ensuring that it remains a vibrant platform for talent and opportunity in the ever-changing entertainment industry. 

This requires a renewed focus on attracting big brands and creating meaningful partnerships that benefit both parties. Only then can BBNaija truly fulfil its promise as a launchpad for aspiring stars' strategies to reinvigorate the show's allure and maintain its momentum. 

After all, the success of BBNaija is a collective win, not just for the production team but for the participants and the brands that invest in them. 

The views expressed in this article are those of the author and not necessarily of the organisation TheRadar

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The Big Brother Naija reality show is one of the biggest stages in Africa. It enables housemates to become popular celebrities and thrive in various industries as celebrities. Some ex-housemates have made a reputable mark in Nollywood. 

TheRadar compiled a list of former BBN housemates who are popular actors/actresses today.