The Hon. Minister of Information and National Orientation, Mohammed Idris, expressed satisfaction as he presided over the presentation of the comprehensive report and findings of the Task Team on Audience Measurement in Broadcasting. The event, which took place on Thursday, January 25th, 2024, in Abuja, marked a significant milestone in the ongoing efforts to enhance the effectiveness and transparency of Nigeria’s broadcast industry.
In his remarks, Minister Idris highlighted the importance of the Audience Measurement System in shaping the future of the media and creative industry. The system, which plays a crucial role in ensuring impactful and audience-centric broadcasting, empowers stakeholders to understand and respond to the dynamic preferences and needs of the audience.
Minister Idris commended the dedicated members of the task team for their tireless efforts in designing the framework that led to the comprehensive findings presented. He acknowledged their commitment to excellence and thoroughness in examining the intricacies of the broadcast audience, stating that the report stands as a testament to their hard work and will serve as a guiding document for future media policies.
The Minister provided context to the journey, revealing that the initiative began in 2020 under the former administration. A task force, led by Alhaji Garba Bello Kankarofi, former Chief Executive Officer of the Advertising Practitioners Council of Nigeria, was appointed to design the framework for the Scientifically based Audience Measurement System in Nigeria. The Task Team submitted a 182-page report to the Federal Government.
Highlighting the outdated nature of the current Audience Measurement System, Minister Idris noted that it relies on a two-decade-old Diary method (pen and paper) for collecting data on TV viewership and radio listenership. This outdated method does not provide an accurate reflection of people’s viewing and listening habits, hindering the growth of the entire Entertainment and Media ecosystem.
Addressing these challenges, the Nigerian Broadcasting Commission (NBC) and the Advertising Regulatory Council of Nigeria (ARCON) appointed First Media and Entertainment Integrated (Nigeria) Limited, a Lagos-based marketing research company. The task team was subsequently established to supervise and ensure the implementation of an accurate, reliable, and timely audience measurement system for the Nigerian broadcast and advertising industry.
Minister Idris emphasized the imperative need for the Audience Measurement System, pointing out that Nigeria’s television advertising market revenue is underperforming despite the country’s large population. The comprehensive insights from the report, he believes, will strategically position the broadcasting industry as a catalyst for economic growth.
The Minister highlighted the present administration’s commitment to promoting innovation, job creation, and sustainable economic development. He stated that data-driven decisions derived from the report will enhance the quality and relevance of broadcasts, unlocking new avenues for investment, advertising, and content creation.
In closing, Minister Idris expressed optimism for the future of the broadcast industry, noting that armed with the knowledge from the Audience Measurement System, policies promoting diversity, quality content, and inclusivity can be shaped. He pledged further engagement with regulatory agencies and critical stakeholders to ensure the effective utilization of these findings for the betterment of the advertising and broadcasting industry.
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