The Ministry of Information and National Orientation, in collaboration with the Advertising Regulatory Council of Nigeria (ARCON) and the Nigeria Broadcasting Commission (NBC), is set to unveil an advanced television audience measurement (TAM) platform. This groundbreaking initiative aims to revolutionize audience measurement in Nigeria by providing precise and reliable data on media consumption.
The launch follows years of dedicated efforts among key stakeholders to ensure the availability of accurate and efficient data, which is crucial for the industry’s growth and the broader economy.
First Media & Entertainment Integrated Limited (FMEIL), a leading data, insights, consulting, and marketing research firm based in Lagos, has partnered with GARB Bulgaria to deploy this pioneering TAM platform. It marks a first for Nigeria, offering accurate viewership data across all television channels nationwide. This platform will deliver invaluable insights for advertisers and other stakeholders, aligning with data standards used in mature markets globally.
According to the Chairman of FMEIL, the existing diary-based audience measurement system is inadequate for the modern media landscape, leading to inefficiencies in advertising expenditure due to potentially flawed information. “Over the past two years, FMEIL has conducted the largest establishment survey on the African continent to lay the foundation for a reliable nationwide TAM system in Nigeria,” he stated.
Mr. Pedro highlighted that the lack of dependable and precise measurement has hindered the Nigerian TV market, particularly in attracting investment and achieving global relevance compared to its film and music sectors. The new platform addresses these issues by employing state-of-the-art metering technology, providing accurate, science-based audience metrics. This system will measure viewership by age, gender, and other demographics, enabling advertisers to target their campaigns more effectively.
Charles Ebuebu, Director General of the NBC, emphasized that the strategic implementation of the Audience Measurement Service will transform Nigeria’s broadcast industry. By offering precise insights into audience demographics and preferences, broadcasters can tailor their content to better meet viewer needs, attract more advertisers, and significantly boost advertising revenue. This repositioning is expected to enhance programming quality and drive sector growth.
Dr. Lekan Fadolapo, Director General and CEO of ARCON, underscored the transformative economic impact of the new audience measurement system through effective data optimization. The system will validate advertising expenditures by providing precise data, ensuring efficient utilization of the country’s creative resources. Content producers and media owners will receive fair compensation, and advertisers will make more informed decisions about their marketing budgets.
Dr. Fadolapo also highlighted the disparity between Nigeria’s broadcasting advertising market and its population compared to other leading Sub-Saharan African markets. Despite Nigeria’s larger population and GDP, its television advertising revenue remains lower than that of South Africa, largely due to South Africa’s advanced audience measurement system. Nigeria aims to bridge this gap with the new TAM platform.
The new Television Audience Measurement platform will provide accurate data, enabling television channels to make data-driven investments tailored to the advertising industry’s needs.
This approach is expected to enhance returns on media production investments and aligns with the Federal Ministry of Information and National Orientation’s broader agenda to modernize Nigeria’s media landscape.
This collaborative effort underscores a shared vision of transparency, efficiency, and revenue maximization, unlocking substantial economic potential and contributing to a fair and ethical media and advertising environment in Nigeria.
