By Stanley Iwuoha
The Federal government on Thursday officially unveiled Nigeria’s first scientifically-based Audience Measurement System, AMS for the broadcast industry.
The technology-driven system is Nigeria’s first scientific-based audience measurement system in broadcasting and is expected to provide accurate TV audience information for investors and increase investment in the Nigerian media industry, create jobs and boost sector contribution to Gros Gross Domestic Product, GDP.
According to the committee, the new AMS replaces the 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.
Similarly, Station Owners, Content Producers, Artists, essentially the entire supply ecosystem, who were not benefiting in the old system, will now be motivated and challenged by the new system to produce more and better content that caters to the ‘demand’, as the measure of who likes it, what they like, how much they like, etc.
This, is said to have clearly stunted the growth of the entire Entertainment and Media ecosystem in Nigeria.
Described as the most elaborate media census in the world, the AMS in its full operation is projected to directly employ up to 500 Nigerians and 2,500 people indirectly.
targeting about 35m TV sets across Nigeria and is designed to create 500 direct jobs and 2000 indirect jobs in the main.
Unveiling the new system, the Minister of Information and National Orientation, Mohammed Idris described the AMS launch as a milestone that represents a significant leap forward in the country’s media landscape and is a testament to the commitment to innovation, adaptability and the enhancement of the media industry in general.
He said, “the introduction of this sophisticated audience measurement system is a groundbreaking achievement that aligns with President Bola Ahmed Tinubu’s vision for a more prosperous and technologically advanced Nigeria.”
“This system will serve as a cornerstone for reliable data, by providing accurate and comprehensive insights into media consumption patterns across various demography.
“This System we are launching today, holds immense importance in ensuring that our broadcasting endeavors are not only impactful but also reflective of the diverse preferences and needs of our audience. 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. It is therefore gratifying to note that this project, which started in 2020, has finally come to fruition.
“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.
”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. 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.”
To achieve this, the Federal Government inaugurated the Ministerial Task Team on Audience Measurement comprising relevant stakeholders in the industry, to design the implementation plan for the introduction of the system. Subsequently, the National Broadcasting Commission and the Advertising Regulatory Commission of Nigeria, appointed First Media and Entertainment Integrated (Nigeria) Limited, a marketing research company based in Lagos, to deliver a scientifically based audience measurement services in Nigeria.
The project, according to the Minister “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.
“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.”