By Stanley Iwuoha
The Minister of Information and National Orientation, Alh. Mohammed Idris says the new Audience Measurement System report recently completed will reshape the Nigerian broadcasting and creative industry.
The Minister said this
yesterday when he received the comprehensive findings and report of the Task Team on Audience Measurement System in Broadcasting industry in Abuja.
He described the report as a crucial step forward in shaping the future of Nigerian media and creative industry.
For him, the Audience Measurement System holds immense importance in ensuring that Nigerian broadcasting endeavors are not only impactful but also reflective of the diverse preferences and needs of Nigerian TV audience.
“Today, we receive the comprehensive findings and report of the Task Team on Audience Measurement System in Broadcast industry.
“This is a significant milestone in our efforts towards enhancing the effectiveness and transparency of our broadcast industry.
“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”.
While commending the team for a work well done, the Minister said “This report stands as a testament to your hard work, and I believe it will serve as a guiding document for the future of our media policies”.
“The comprehensive insights provided by the findings of this committee offer a unique opportunity to strategically position our broadcasting industry as a catalyst for economic growth.
By leveraging the data on audience behavior, preferences, and engagement patterns, we aim to facilitate a more conducive environment for economic activities within the media sector.
“This initiative aligns with the present administration’s commitment to promoting innovation, job creation, and sustainable economic development. The data-driven decisions derived from the report will not only enhance the quality and relevance of our broadcasts but also unlock new avenues for investment, advertising, and content creation.
“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.
“Moreover, the insights from the report and findings will play a pivotal role in guiding regulatory decisions, aiding advertisers in making informed choices, and ultimately contributing to the growth and sustainability of our broadcasting industry.
“Armed with the knowledge derived from the Audience Measurement System, we are better equipped to shape policies that promote diversity, quality content, and inclusivity”, he said.
The Minister promised to engage further with the regulatory agencies – the National Broadcasting Commission and the Advertising Regulatory Council of Nigeria as well as the critical stakeholders in order to secure their buy-in on how best to utilize these findings for the betterment of our advertising and broadcasting industry.
Chairman, First Media Entertainment Integrated Limited, Rotimi Pedro said the report will be foundational work on which credible, internationally standard audience measurement system will be built in Nigeria.
With this development,he said in a couple years, return on investment will be huge.and is going to change the entire media ecosystem.
“We went to 6,000 households across the country to establish the very first data in this country that will govern the media space, meaning we now know the nu.ber of TV sets in this country, how.many Free TVs, how many Pay Tvs and all the basis of all TV viewers in the country.
“That basis will be foundational work on which credible, internationally standard audience measurement system will be built in Nigeria.
“The reason this is important is because we have the biggest creative industry in Nigeria. In a couple years, return on investment will be huge.and is going to change the entire media ecosystem.
The journey for the report started in 2020 when the former administration appointed a task force headed by the former Chief Executive Officer of the Advertising Practitioners Council of Nigeria, Alhaji Garba Bello Kankarofi and his team, to design the framework of the Scientifically based Audience Measurement System in Nigeria.
The Task Team submitted a 182 page report to the Federal Government.
Nigeria’s Audience Measurement is over two decades old and 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 much people are watching/listening to a particular content. That’s the demand side.
To address this challenge based on the recommendations of the Team, NBC and ARCON 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.
