In a groundbreaking development for Nigeria’s media and advertising industry, the Federal Government’s recently launched Audience Measurement System (AMS) is expected to generate over $8 billion in advertising investments annually. This significant projection, announced by Rotimi Pedro, Chairman of FMEIL, the research company behind the AMS, underscores the transformative impact this cutting-edge technology will have on the nation’s economy.
During the launch event at the Shehu Musa Yar’Adua Centre in Abuja, Pedro highlighted the substantial economic benefits of the AMS. He noted that the system, once fully operational, is projected to create direct employment for up to 500 Nigerians and indirect employment for another 2,500. This initiative is set to revolutionize Nigeria’s TV media industry, particularly the Free-to-air TV and Radio sub-sectors, positioning them for the digital era and attracting increased private sector investment for sustainable growth.
“As we begin the rollout of the first phase of recruiting Nigeria’s 7,000-panel, our first set of live data from this new system is scheduled to be available by the last quarter of this year,” Pedro stated. “This scientific measurement system will effectively serve as a ‘currency’ of trade for our TV and radio markets, unlocking more private sector investment into broadcasting for future sustainability.”
Pedro emphasized that FMEIL’s commitment to full compliance with the international General Guideline for Television Audience Measurement (GGTAM) ensures that the new media currency will be convertible for many multinational advertisers operating in Nigeria. This, he projected, will drive the national advertising spend from its current sub-$500 million level to over $6-8 billion within the next decade, with significant multiplier effects on the broader GDP.
Pedro also stressed the crucial role that television broadcasting plays in sustaining Nigeria’s democracy by informing citizens and promoting free speech. He lauded Nigeria as the heartbeat of a new African cultural renaissance, with its movies, food, music, fashion, and culture gaining global recognition.
“The AMS project will provide direct support and data resources to fast-track the next level of development for Nigeria’s creative sector, solidifying Nigeria’s position as Africa’s number one creative economy,” Pedro said. “The new content ratings and measurements will create information pathways and serve as a catalyst for exponential growth.”
Pedro highlighted that TV and other forms of audio-visual media should be the showcase for Nigeria’s creative industry. To sustain and enhance the global cultural relevance that Nigeria’s creative sector continues to achieve, the domestic TV and radio market must be deepened to provide the economic scale necessary to propel this strategic sector forward.
The launch of Nigeria’s first scientific Audience Measurement System represents a transformative leap for the media and advertising ecosystem, promising robust economic growth, enhanced media investments, and sustained global cultural prominence for Nigeria.
