MTN CEO tops telecommunication sector CEOs' Media Visibility Ratings

Findings of a research conducted by Institute of Africa Media Monitoring Intelligence and Advocacy(IAMMIA-Africa), a media research NGO has revealed that, Chief Executive Officer of MTN Ghana, Ebenezer Asante beat off competition to emerge first in the Ghanaian Telecommunication Sector Media Visibility Index in the first quarter of 2017.

Mr. Ebenezer Asante with his enviable records as one of the most celebrated CEO`s in Africa, was the most visible personality among the 5 telecommunications companies CEO`s monitored in the first quarter.

He scored a visibility of 57% on the index with a total of 8 direct quotes and 10 paraphrased beating his main competitor in the sector, Madam Yolando Cuba, CEO of Vodafone who scored a visibility of 29% with 8 direct quotes and 3 paraphrased.

Madam Luicy Quist, CEO of Airtel emerged third scoring a visibility of 14% with 6 direct quotes and 3 paraphrased whilst Tigo and Glo recording no CEO visibility, quote and paraphrase.

Ghanaian Telecommunication Sector Media Visibility Index is an assessment tool designed to capture media coverage of CEO`s of the sector to measure their visibility in the media and its impact on the companies.

The research further revealed, MTN Ghana topped in the Telecommunication Sector Media Visibility Ratings with visibility of 31% beating its main competitor Vodafone Ghana, which recorded a visibility of 30%. However, Airtel, Tigo and Glo scored 18%, 16% and 5% visibility respectively.

The research had it that, Vodafone took a swipe on MTN and the other companies in adverts coverage within the period. Vodafone Cash was the main advert placed in the banner strips of the various newspapers with a coverage of 6 whilst MTN`s Fiber Broadband, y’ello savings account and Easy Accounting adverts gave her 5 coverage.

Glo`s Grandmaster of Data and Airtel Cash worn the two companies third and fourth position in adverts coverage whiles Tigo recorded no advert within the period.

According to analysts at IAMMIA-Africa, CEO media visibility is directly linked to organizations success and is one of the competitive and valuable asset. They are of the view that, a positive commentary from a CEO with a favourable reputation among public can trigger a bigger investment portfolio and consumer trust since the CEO identity is linked to the brand identity and ultimately brand health.

Commenting on findings of the research, Dr. Messan Mawugbe, Executive Director of IAMMIA-Africa said a CEO`s media visibility is very crucial to the growth of every organization. “CEO`s are often seen as the face of every organization and their visibility drives the corporate upsurge” He emphasized.
He encouraged telecom companies to develop a corporate-content Desk (Internal Media Desk) to enable them develop corporate narratives into news for public consumption which will go a long way to enhance the realization of the organizations goals and sustain brand-penetration.

The research exercise conducted by IAMMIA-Africa for the first quarter focused on the Ghanaian print Business Newspapers in the gathering of the data for the study.