The Federal Government has introduced Nigeria’s first technology-based media audience measurement system. This groundbreaking initiative was formally launched by the Minister of Information and National Orientation, Mohammed Idris, to provide accurate and reliable data on television viewership in the country.
Minister Idris emphasized the significance of the Audience Measurement System in ensuring broadcasting efforts are both impactful and reflective of diverse audience preferences and needs. “This tool enables us to understand and respond to the dynamic nature of our media consumers, offering valuable insights into their viewing habits, content preferences, and engagement patterns. It is gratifying to see this project, initiated in 2020, come to fruition,” he stated.
Describing the system’s introduction as a pivotal achievement, Idris highlighted its alignment with President Bola Ahmed Tinubu’s vision for a technologically advanced and prosperous Nigeria. He noted the necessity of this system, given that the current audience measurement methods rely on outdated diary-based techniques, which do not accurately capture viewer and listener data.
“The existing methods fail to benefit station owners, content producers, artists, and the entire supply ecosystem, leading to a lack of motivation and stunted growth in the entertainment and media sectors. This new system is essential for driving better content production and catering to audience demands,” Idris explained.
He expressed concern that despite Nigeria having a significantly larger audience than South Africa, its television advertising market revenue lags behind that of South Africa and Kenya. The new system aims to boost Nigeria’s advertising spend in the coming years.
“A transparent and reliable audience measurement system will attract greater investment in the media sector, stimulate economic growth, and create job opportunities. It will also enhance Nigeria’s reputation as a market with robust and trustworthy media analytics,” the Minister added.
Idris announced that the project is expected to generate 500 direct and 2,500 indirect jobs, marking a significant step in repositioning Nigeria’s broadcasting industry for the digital era. He reaffirmed President Tinubu’s commitment to developing the media landscape, as demonstrated by recent directives for financial support to the media industry from the Federal Ministry of Industry, Trade and Investment, and the Bank of Industry at a single-digit interest rate.
The Minister directed First Media Entertainment Integrated Limited/GARB, the service provider, to launch an aggressive public sensitization campaign to maximize the system’s potential.
The launch event was attended by the Minister of Arts, Culture and Creative Economy, Hannatu Musawa; Chairman of the Senate Committee on Information, Senator Eze Kenneth Emeka; Chairman of the House Committee on Information, National Orientation, Ethics and Values, Hon. Steve Fatoba; Bulgarian Ambassador to Nigeria, Yanko Yordanov; former Minister of Information, Alhaji Lai Mohammed; Special Adviser to the President on Information and Strategy, Mr. Bayo Onanuga; and the Directors General of various agencies within the ministry, among other dignitaries.
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