ABUJA (Sundiata Post) – The Audience Measurement System is a tool that aims to provide valuable insights into the viewing habits, content preferences, and engagement patterns of the broadcast audience, enabling the media sector to better understand and respond to the diverse needs and preferences of the consumers.
The report, which was prepared by a dedicated task team appointed by the former administration in 2020, outlines the framework of a scientifically based audience measurement system that will replace the outdated diary method that has been used for over two decades.
Idris said that “the introduction of the new system is imperative to boost the performance of the broadcast advertising market, which is currently underperforming despite Nigeria’s huge population.”
“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; as we’re third in the continent,” he said.
The Minister further said that the new system would also facilitate a more conducive environment for economic activities within the media sector, as it will enable the supply side of the industry, such as station owners, content producers, and artists, to produce more and better content that caters to the demand of the audience.
Idris said; “As we delve into the findings of the Audience Measurement System, it is imperative to recognize the impact that accurate audience measurement can have on our broadcasting landscape.
“By understanding the nuances of our audience, we can tailor our content to resonate more deeply with the diverse segments of our population, fostering a cultivated media environment that is both inclusive and responsive.”
The Minister expressed his gratitude to the members of the task team, led by the former Chief Executive Officer of the Advertising Practitioners Council of Nigeria, Alhaji Garba Bello Kankarofi, for their hard work and thoroughness in designing the framework of the new system.
The National Broadcasting Commission (NBC) and the Advertising Regulatory Council of Nigeria (ARCON) appointed First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company based in Lagos, to deliver the audience measurement services in Nigeria.
The Chairman of First Media Integrated Entertainment Limited, Rotimi Pedro said that the data-driven system would bolster the growth of Nigeria’s broadcast industry by providing real value for investors and all stakeholders.
“We believe this system we are putting together for Nigeria will be a catalyst for growth and investments, including international investments,” Pedro told newsmen at the end of the presentation of the findings and meeting with the Minister.
He said; “It’s about measurement, and it’s about a veritable currency of buying and selling in the media space. If I am putting one dollar on a tv station, I can say I am getting, for example, 2000 eyeballs who are watching at a particular time. So that’s the science that is going to govern the space going forward.”
