Nigerian-born Hilda Baci (Hilda Bassey Effiong) who recently endeavoured to break the Guinness World Records for the longest cooking period captivated an astounding audience of over 4.8 billion viewers worldwide, according to a media intelligence report.
The report, conducted by Media Intelligence Consultancy P+ Measurement Services, covered the sponsorships, media sentiment, reach, and share of coverage across various countries during Baci’s Cook-a-Thon.
The analysis revealed that digital media played a pivotal role in promoting awareness and engagement with the event, accounting for over 87% of traction, while traditional media garnered 13%. Social media also played a significant role, generating numerous mentions of the event online.
The report highlighted the top five countries with the highest earned media coverage: Nigeria led with 67%, followed by the United States (15%), the United Kingdom (4%), Ghana (3%), and Canada (1%), while other countries exhibited varying degrees of interest and coverage.
With an overwhelmingly positive sentiment of 85%, Hilda Baci has a unique opportunity to leverage this success in building brand loyalty and increasing audience engagement. The report’s findings underscore the immense popularity and triumph of the Cook-a-Thon, with an audience reach of 4,812,704,500.
The media attention was distributed among sponsors, with Amore Gardens receiving 18% of the spotlight, followed by Uber (14%), BaigeWallet (13%), Arla (10%), and Woodscope (9%), reflecting their respective media exposure and visibility during the event.