The federal government has formally launched the Audience Measurement System for the broadcasting sector, designed to generate accurate and reliable data on television viewers in Nigeria.
Minister of Information and National Orientation Mohammed Idris, who performed the launch on Thursday in Abuja, emphasised the importance of this system in ensuring broadcasting efforts are both impactful and reflective of the diverse preferences and needs of the audience.
“It is a tool that empowers us to understand and respond to the dynamic nature of our media consumers, providing valuable insights into their viewing habits, content preferences, and engagement patterns. It is gratifying to note that this project, which started in 2020, has finally come to fruition,” Idris said.
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The Minister described the introduction of the system as a groundbreaking achievement that aligns with President Bola Tinubu’s vision for a more prosperous and technologically advanced Nigeria.
He noted that the current Audience Measurement still uses the outdated Diary Method (pen and paper) for collecting data on TV viewership and radio listenership, which does not accurately reflect the accurate picture of audience behaviour.
Benefits of Audience Measurement System for Content Creators and Advertisers
“Station owners, content producers, and artists were not benefiting in many ways. More importantly, they were neither motivated nor challenged to produce better content that caters to the demand, as the measure of who likes it, what they like, and how much they like it was unclear. This has stunted the growth of Nigeria’s entire entertainment and media ecosystem,” he said.
Despite Nigeria’s significantly larger audience, Idris highlighted the disparity in television advertising market revenue between Nigeria and other African countries, such as South Africa and Kenya. This necessitated adopting a system that will ensure that advertising spending in Nigeria grows exponentially in the coming years.
Audience Measurement System to Boost Economic Growth and Job Creation
“I am confident that a transparent and reliable audience measurement system will attract greater investment into the media sector, driving economic growth and creating job opportunities. It will also enhance Nigeria’s reputation as a market with robust and trustworthy media analytics,” Idris stated.
The project is expected to generate 500 direct and 2,500 indirect jobs, setting the stage for the repositioning and financial rebirth of Nigeria’s broadcasting industry. It also aligns with the federal government’s ongoing efforts to implement the Digital Switch Over.
Commitment to Media Development
Idris reiterated President Tinubu’s commitment to developing Nigeria’s media landscape, as evidenced by his recent directive to the Federal Ministry of Industry, Trade and Investment and the Bank of Industry to extend financial facilities to the media industry at a single-digit interest rate.
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The Minister directed the service provider, First Media Entertainment Integrated Limited/GARB, to launch an aggressive public sensitisation and advocacy campaign for all relevant sectoral groups to harness the Audience Measurement System’s potential fully.
The launch event was attended by several dignitaries, including the Minister of Arts, Culture and Creative Economy, Barrister Hannatu Musawa; Chairman of the Senate Committee on Information and National Orientation, Senator Eze Kenneth Emeka; Chairman of the House Committee on Information, National Orientation, Ethics and Values, Hon. Steve Fatoba; Bulgarian Ambassador to Nigeria, Yanko Yordanov; former Minister of Information, Alhaji Lai Mohammed; Special Adviser to the President on Information and Strategy, Mr. Bayo Onanuga, and all the Directors General of the agencies in the Information ministry.
With this new Audience Measurement System, Nigeria’s broadcasting sector is poised to enter a new era of growth and innovation, reflecting its diverse audience’s valid preferences and engagement.