Peter Obi Vs BBNaija: 4 Ways ‘Level Up’ Season Will Affect LP Presidential Candidate

Peter Obi, the presidential flag bearer of the Labour Party, is one of the leading candidates in the 2023 poll, but his chances could be jeopardized due to the commencement of the Big Brother Naija TV show.

Big Brother Naija (BBN) is a reality show that has always been judged to take the time and attention of the youths. It runs 24/7 for about 12 weeks.

Meanwhile, Obi’s popularity and continuous trend on social media have resulted from youths’ acceptance of his candidacy as they continuously talk about him and push him forward on all fronts of the electioneering talks.

Unfortunately, many of these youths’ attention would be on BBN in the next three months, and Obi’s campaign may wane in four ways, which are examined below.

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Recall that before now, foremost Nigerian activist, Aisha Yesufu, had called for an N100bn donation for Obi’s campaign, adding that the presidential campaign is expensive.

There are indications that the campaign for donations to fund Obi’s election could be affected. This is because many youths who would promote the campaign online are now paying more attention to the 12 weeks TV reality show.

Boosting social media presence

It is pertinent to note that the commencement of BBN appears to have affected the social media presence of Peter Obi, even at the early stage of the show.

Observation revealed that Peter Obi did not trend on social media on Monday, July 25, when he appeared on Channels Television’s Politics Today, which was 2 days after BBBaija started.

This is unlike when the Labour Party presidential candidate was featured on Arise TV before the commencement of BBNaija. He trended on social media then.

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On Sunday, July 10, a broadcaster with Silverbird television, Favour Bassey Otu, resigned from her job to campaign for Peter Obi.

Otu had claimed that she would not be allowed to be partisan and fully campaign for the former Anambra state governor if she had continued with the job.

The chances of another youth following in her footsteps might have been cut short, with BBNaija starting 15 days after her action.


The view that the return of the BBNaija show will affect Peter Obi’s campaign was shared by critics of Obi’s presidential ambition, Reno Omokri, and the Labour Party’s vice-presidential candidate Datti Baba-Ahmed.

Omokri observed on Sunday, July 24, that for the first time in months, Peter Obi’s supporters are not in the top 10 trends on social media, opining that the BBN show had shifted their attention.

Baba-Ahmed, Peter Obi’s running mate, urged the youths not to be distracted by BBN and urged the “Obedient” to be prepared for “the serious battle of building a formidable structure for our party”.

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Analysis has shown that the presidential candidate of the Labour Party, Peter Obi, has some potential that gives him an edge over other aspirants.

Some of these potentials included issue-based campaigns, talking to the youths, and good antecedents, which some opponents are yet to discuss.

However, despite Obi’s moves, some northern political statisticians, including Kwankwaso, have predicted he cannot win the north, a voting bloc in the Nigeria election.



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