The Federal Government has formally introduced Nigeria’s first scientific-based audience measurement system, marking a significant advancement in the nation’s media landscape.
The launch event, held on Thursday in Abuja, was graced by the Minister of Information and National Orientation, Mohammed Idris.
Idris hailed the new system as a groundbreaking achievement, stressing that ”it aligns with President Bola Ahmed Tinubu’s vision for a technologically advanced and prosperous Nigeria.”
He emphasized that the sophisticated audience measurement system would provide reliable data and comprehensive insights into media consumption patterns across various demographics.
“This system will serve as a cornerstone for reliable data, providing accurate and comprehensive insights into media consumption patterns across various demography,” he said.
According to him, the new system replaces the outdated Diary Method (pen and paper) of collecting data on TV viewership and radio listenership, which failed to reflect the true picture of media consumption in Nigeria.
Idris noted that this outdated method had stunted the growth of the entertainment and media ecosystem in Nigeria by not motivating content producers and broadcasters to create better content.
“It is disheartening to note that in spite of having more than three times the eyeballs in South Africa, Nigeria’s television advertising market revenue is low compared to that of South Africa and Kenya.
“It is therefore incumbent on us to reverse the trend and adopt the system that will ensure that the advertising spend in Nigeria grows exponentially in the next couple of years,” he added.
The Federal Government had inaugurated a Ministerial Task Team on Audience Measurement, comprising relevant industry stakeholders.
The National Broadcasting Commission and the Advertising Regulatory Commission of Nigeria also appointed First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company based in Lagos, to deliver scientifically-based audience measurement services.
Idris expressed confidence that the new system would attract greater investment into the media sector, driving economic growth and creating job opportunities.
He projected that the Audience Measurement System, in full operation, would directly employ up to 500 Nigerians and indirectly employ 2,500 more.
“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,” he stated.
He stated that with the introduction of the scientific-based system, advertisers can expect greater confidence in the accuracy of viewership numbers, leading to more strategic and impactful advertising campaigns.
”Broadcasters will gain clear insights into audience preferences, helping them enhance the quality and relevance of their programming, ultimately leading to a more engaged and satisfied audience,” he noted.
He further highlighted that the Audience Measurement System would significantly contribute to the repositioning and financial rebirth of Nigeria’s broadcasting industry, better preparing it for the digital era.
He also reiterated that the Federal Government remains committed to implementing the Digital Switch Over.
”The launch of this system represents a significant milestone in Nigeria’s media sector, promising a future of enhanced media analytics, increased investment, and economic growth,” he concluded.
