The Federal Government of Nigeria has officially launched the Audience Measurement System, marking a significant advancement in the country’s broadcasting industry. This is Nigeria’s first scientific-based audience measurement system.
At the launch event in Abuja on Thursday, the Minister of Information and National Orientation, Mohammed Idris, emphasized the importance of this new system. He stated that it represents a major step forward in understanding media consumption across different demographics in Nigeria.
“This system will serve as a cornerstone for reliable data, by providing accurate and comprehensive insights into media consumption patterns across various demography,” said Idris. He highlighted that the system aligns with President Bola Ahmed Tinubu’s vision for a more prosperous and technologically advanced Nigeria.
Idris explained that the system is crucial for improving the broadcasting industry. “It is a tool that empowers us to understand and respond to the dynamic nature of our media consumers, providing valuable perception into their viewing habits, content preferences, and engagement patterns,” he noted.
He also pointed out that the old method of collecting data, using pen and paper, was outdated and did not reflect true audience numbers. “The introduction of the system becomes very necessary because our current Audience Measurement still uses age-old Diary Method (pen and paper) of collecting data on TV Viewership and Radio Listenership, which does not reflect the true picture of what and how many people are watching or listening to a particular content,” Idris said.
The Minister highlighted the economic benefits of the new system, stating, “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.”
He further explained the impact on the advertising industry, noting that Nigeria’s television advertising market revenue is lower compared to South Africa and Kenya, despite having more viewers.
“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; as we’re third on the continent,” Idris said.
To develop this system, the government set up a Ministerial Task Team on Audience Measurement and partnered with First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company in Lagos. This collaboration aims to provide scientifically-based audience measurement services.
The new system is expected to create jobs and boost the media industry. “I am also informed that in its full operation, the Audience Measurement System is projected to directly employ up to 500 Nigerians and 2,500 people indirectly,” said Idris.
Idris expressed confidence in the future of Nigeria’s broadcasting industry with the new system in place.
“This project will jumpstart the repositioning and financial re-birth of Nigeria’s broadcasting industry and better prepare it for the digital era as the Federal Government is still on track towards the implementation of the Digital Switch Over,” he said.
