The Ojude Oba Festival achieved its highest media visibility to date in 2026, with its global audience reach expanding by 75 per cent to 218.6 million people, according to a report by media intelligence consultancy P+ Measurement Services.
The report, which analysed media coverage across print, online, social media and broadcast platforms between May 20 and June 5, 2026, showed significant growth compared to the 2025 edition. Total media mentions rose by 56 per cent year-on-year, increasing from 18,420 to 28,735 mentions.
Social media drove the bulk of the visibility, generating over 81,000 public conversations, representing an 88 per cent increase from the previous year. Public engagement more than doubled, climbing from 3.9 million interactions in 2025 to 8.4 million interactions in 2026.
Public sentiment also improved, with positive coverage rising from 60 per cent to 79 per cent. This shift was largely driven by discussions surrounding cultural heritage, fashion, equestrian displays and the legacy of the late Awujale of Ijebuland, Oba Sikiru Adetona, which the report identified as the leading narrative theme of the event.
While Nigeria remained the primary source of coverage, the festival recorded a substantial increase in international visibility. Significant media attention was tracked across the United Kingdom, United States, Canada, France, Germany, South Africa, Ghana, the United Arab Emirates, Kenya and the Netherlands.
Broadcast coverage was amplified by major Nigerian networks, including Channels Television, TVC News and OGTV. Prominent public figures, including Farooq Oreagba, Eniola Badmus and Lateef Adedimeji, further sustained online engagement. Corporate participation also remained strong, with telecommunications firm Globacom leading the festival’s sponsor visibility, followed by brands such as Orijin, FCMB and Goldberg.
For the first time, the analysis incorporated the AMEC GEO Framework to evaluate the festival’s visibility within AI-driven search engines and generative platforms. The assessment indicated strong earned media authority and consistent discoverability across emerging digital search systems.
P+ Measurement Services stated that media success in the current information ecosystem is no longer determined solely by coverage volume, but by narrative consistency and AI discoverability. The consultancy concluded that the festival has transitioned from a traditional celebration into a broader platform for tourism, national branding and cultural diplomacy.