The launch of an Audience Measurement System is on the horizon as the Minister of Information and National Orientation, Mohammed Idris has received the findings and report of the Task Team on Audience Measurement System in Broadcast. This development marks a significant milestone in Nigeria’s ongoing efforts to improve the effectiveness and transparency of its broadcast industry.
Addressing the audience in Abuja during the presentation, Minister Idris emphasized the importance of the new system to boost the performance of the broadcast advertising market, which currently underperforms despite the country’s large population. Despite having more viewers than South Africa, Nigeria’s television advertising market revenue lags behind, ranking third on the continent after South Africa and Kenya.
Minister Idris highlighted that the Audience Measurement System would create a more conducive environment for economic activities within the media sector. This system is expected to empower the supply side of the industry, including station owners, content producers, and artists, to generate more high-quality content tailored to audience demand.
In his remarks, Minister Idris emphasized the profound impact accurate audience measurement can have on the broadcasting landscape. He noted that understanding audience nuances would enable tailoring content to resonate more deeply with diverse segments of the population, fostering a cultivated and responsive media environment.
Rotimi Pedro, Chairman of First Media Integrated Entertainment Limited, expressed optimism about the data-driven system, stating that it would contribute to the growth of Nigeria’s broadcast industry by delivering real value for investors and stakeholders. He underscored the importance of measurement as a veritable currency for buying and selling in the media space, providing transparency and efficiency.
The National Broadcasting Commission (NBC) and the Advertising Regulatory Council of Nigeria (ARCON) appointed First Media and Entertainment Integrated (Nigeria) Limited, a Lagos-based marketing research company, to provide audience measurement services in Nigeria. The comprehensive insights from the committee’s findings are expected to strategically position Nigeria’s broadcasting industry as a catalyst for economic growth, unlocking new opportunities for investment, advertising, and content creation.
