The long-awaited Audience Measurement System in Nigeria was launched today, marking a pivotal moment in the history of the media and advertising industry. This cutting-edge technology promises to deliver accurate and comprehensive insights into media consumption across various channels. It is expected to bridge the significant gaps in audience measurement and address the shortcomings of previous platforms in Nigeria’s media and advertising ecosystem.
The landmark event, held at the Shehu Musa Yar’Adua Centre, attracted top government officials and key stakeholders from the media and advertising industries. Minister of Information and National Orientation, Mohammed Idris, heralded the AMS’s immense economic potential, emphasizing its role in bolstering advertising investments with reliable data. This, in turn, is expected to drive growth for media channels that effectively engage their audiences.
“This milestone represents a significant leap forward in the country’s media landscape and is a testament to our commitment to innovation, adaptability, and the enhancement of the media industry in general,” Idris stated. He highlighted that the new system will provide valuable insights into viewers’ habits, content preferences, and engagement patterns, ensuring broadcasting endeavors are impactful and reflective of the diverse needs of the audience. He also noted the shift from the outdated Diary Method to this advanced measurement tool, which has been in development since 2020.
Minister for the Arts, Culture, and the Creative Economy, Hannatu Musa Musawa, praised the initiative as a transformative step for the creative industry. “This tool is going to play a huge part in helping to advance us,” Musawa said. “The launch of the Audience Measurement marks a new era in our quest to understand our audiences better, tailor our content to their needs, and unlock the full potential of our economy.” She emphasized that the system will allow for the measurement of audience engagement, tracking of viewing patterns, and gaining insights on the impact of creative works, fostering economic growth, job creation, and sustainable development.
The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, and the Director General of the Nigeria Broadcasting Commission (NBC), Mr. Charles Ebuebu, also underscored the revolutionary impact of this technology. Fadolapo noted that the launch marks a new dawn for the Nigerian broadcast and advertising industry, addressing the data scarcity that has hindered the sector’s growth. Ebuebu added that the AMS will provide crucial data, enhancing advertising investments and creating a vibrant broadcast environment.
Rotimi Pedro, Chairman of FMEIL, the research company behind the AMS, emphasized the system’s role in fast-tracking the development of Nigeria’s creative sector and consolidating the country’s position as Africa’s leading creative economy. He described the AMS as a “currency” for the TV and radio markets, expected to attract more private sector investment into broadcasting for future sustainability.
The Bulgarian Ambassador to Nigeria, Mr. Yanko Yordanov, also attended the event, noting the 60th anniversary of Nigeria-Bulgarian diplomatic relations. He praised the renewed cooperation between the two nations under President Bola Ahmed Tinubu’s administration.
Other notable attendees included Senator Kenneth Eze, Chairman of the Senate Committee on Information and National Orientation; Bayo Onanuga, Special Adviser on Information and Strategy to President Tinubu; former Minister of Information Alhaji Lai Mohammed; Salihu Dembos, Director General of Nigeria Television Authority (NTA); Alhaji Garba Bello Kankarofi, Chairman of the Taskforce on Audience Measurement; Obi Asika, Director-General of the National Council for Arts and Culture; and Dr. Femi Adelusi, Past President of the Media Independent Practitioners Association of Nigeria (MIPAN), Director General of FRCN, Dr. Mohammed Bulama, DG of Voice of Nigeria, Mr. Jubrin Baba Ndace, Executive Secretary, BON, Dr. Yemisi Bamgbode, Senior Special Assistant to the President on Digital Communications, Strategy/New Media, O’tega Ogra, CEO, FMEIL, Vesselin Chaoulov, Director/ Board Member, FMEIL, Iva Gamari among several other dignitaries.
The launch of Nigeria’s first scientific Audience Measurement System signifies a transformative era for the media and advertising industries, promising to drive growth, innovation, and economic development.
