The Nigerian media and advertising industry is on the brink of a major transformation with the impending launch of the Audience Measurement System in July this year. Set to commence its first phase in Lagos, this groundbreaking initiative promises to provide real-time, reliable, and accurate data essential for advertisers to maximize their return on investment.
In an exclusive interview with Mr. Rotimi Pedro, Chairman of First Media Integrated Marketing, the appointed marketing research company for the project, it was revealed that the system’s deployment will occur in phases across various cities, starting with Lagos, the country’s commercial hub. Phase two will extend to Abuja, Port-Harcourt, Kano, and Kaduna, followed by a broader rollout to other regions.
Mr. Pedro emphasized the significance of the Audience Measurement system in providing advertisers with timely insights into media consumption patterns, eliminating the practice of perception buying prevalent in the industry. He highlighted the system’s role in fostering transparency and accountability in media transactions, ensuring that advertising budgets are efficiently allocated based on measurable audience engagement metrics.
“It is not to say there was no audience measurement system in the country. There is MPS but It is just not reliable. It is about a month late. What we trying to do is to bring what is obtainable everywhere around the world. It is global best practices. So, what does this measurement system do? It introduces a currency, a buying currency. You can imagine a situation when you go into a market and the basis you transact a trade is perception buying. It doesn’t obtain in the real world but frankly, that is what obtains in the media industry in Nigeria. There is a lot of perception buying that is going on.
“It is not only from the buyers’ point of view but also from the sellers’ point of view. If you have happened to spend so much money to develop a production, and you realize that your ratings is flat, you can quickly ascertain why the show or content is not delivering the numbers. That is why people are canceling shows in the US. For instance, if the ratings for ‘Idols’ has dropped, I am going to stop the show. But if you don’t have the data of people watching, you won’t know how to respond to it” he added.
The system’s real-time data analytics capabilities will enable advertisers to make informed decisions and optimize their media spend, driving greater competitiveness and creativity in the industry. Mr. Pedro underscored the importance of rewarding creativity and talent in the creative sector, noting the system’s potential to revolutionize content creation and distribution strategies.
Minister Mohammed Idris of Information and National Orientation expressed the government’s commitment to leveraging the Audience Measurement System to bolster the broadcasting industry’s role as a catalyst for economic growth and innovation. The initiative is poised to empower broadcasters, advertisers, and content creators with actionable insights to enhance audience engagement and revenue generation.
Despite bureaucratic challenges, the project’s progress remains steadfast, with meticulous efforts invested in establishing a robust research infrastructure. A comprehensive database of households and audience panels will facilitate accurate measurement and analysis of media consumption habits, ensuring that advertising strategies are tailored to target specific demographics effectively.
With its phased rollout and strategic focus on key advertising markets, the Audience Measurement System heralds a new era of transparency, efficiency, and competitiveness in Nigeria’s media landscape. As the industry embraces data-driven decision-making, advertisers and content creators stand to benefit from enhanced audience insights and improved return on investment.
