Customer Relationship Management and Advertisement Placement Effectiveness in Nigerian Broadcast Media

Recent developments in digital marketing and customer engagement have heightened the importance of Customer Relationship Management (CRM) and Advertisement Placement Effectiveness within the Nigerian broadcast media industry. This study examined the influence of customer relationship management dimensions on advertisement placement effectiveness among broadcast media organisations in Nigeria. The study sought to provide a framework for media managers and policymakers on how customer relationship management practices can be leveraged to strengthen advertiser relationships, optimise advertisement scheduling, and enhance revenue sustainability in an increasingly competitive media environment. The study adopted a Sequential Explanatory Mixed-methods research design, integrating both quantitative and qualitative approaches. The study was anchored on Relational Exchange Theory, Relationship Management Theory, and Social Exchange Theory. Quantitative data were collected through structured questionnaires administered to relevant stakeholders in the selected broadcast media organisations, while qualitative data were obtained through in-depth interviews with key media executives. Quantitative data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that customer relationship management significantly predicts advertisement placement effectiveness in Nigerian broadcast media organisations. However, infrastructural deficiencies, technological limitations, inadequate CRM systems, and increasing competition from digital media platforms continue to constrain the effective implementation of CRM practices within the industry. The study concludes that Customer Relationship Management is critical for building and sustaining long-term advertiser relationships and enhancing advertisement placement effectiveness in Nigerian broadcast media organisations. Against this backdrop, the study recommends that media organisations should invest in advanced CRM technologies, strengthen staff capacity through continuous training, improve customer data management systems, and adopt innovative digital engagement strategies to enhance advertiser retention and ensure long-term revenue sustainability.