The Federal Government says the launch of Nigeria’s first technology-based audience measurement system will drive the modernisation of the nation’s broadcasting industry.
The innovative system was officially introduced by Mohammed Idris, Minister of Information and National Orientation, at a ceremony held on Thursday in Abuja.
According to the Information and National Orientation Minister, the tech-driven measuring system will provide precise and reliable data on television viewership, marking a significant departure from the traditional diary method that relied on manual data collection.
The new Audience Measurement System is also expected to revitalise Nigeria’s advertising market by providing advertisers with accurate and detailed audience data. This is a critical step, the Minister said, given that Nigeria’s television advertising revenue has been comparatively low despite having a larger viewership base than South Africa. The enhanced data accuracy is anticipated to attract more advertising investment, according to Idris, who said it will boost the media sector’s economic growth.
Mohammed Idris, Minister of Information and National Orientation.
Idris underscored the importance of this advancement, noting that it will enable broadcasters to better understand and respond to audience preferences.
“It is a tool that empowers us to understand and respond to the dynamic nature of our media consumers,” Idris said at the launch, “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 new Audience Measurement System is also expected to revitalise Nigeria’s advertising market by providing advertisers with accurate and detailed audience data. This is a critical step, the Minister said, given that Nigeria’s television advertising revenue has been comparatively low despite having a larger viewership base than South Africa. The enhanced data accuracy is anticipated to attract more advertising investment, according to Idris, who said it will boost the media sector’s economic growth.
He also highlighted the broader implications of adopting the measurement technology for the media ecosystem. “With access to reliable data, content producers, broadcasters, and artists will be motivated to create higher quality and more relevant content,” he explained. “This will drive innovation and competition, leading to a richer viewing experience for audiences.”
The project is poised to generate 500 direct jobs and 2,500 indirect jobs, significantly contributing to Nigeria’s economy, the Minister said. Additionally, the initiative supports the Federal Government’s Digital Switch Over programme, preparing the broadcasting industry for a digital future.
According to him, President Bola Ahmed Tinubu has reinforced his commitment to developing the media sector by directing the Federal Ministry of Industry, Trade and Investment, and the Bank of Industry (BoI) to offer financial facilities to the industry at a single-digit interest rate. This financial support aims to further stimulate growth and development within the sector.
Idris also tasked First Media Entertainment Integrated Limited/GARB, the system’s service provider, with launching an extensive public sensitisation campaign to maximise the system’s impact and ensure that all relevant stakeholders are well-informed and engaged.
The launch event was attended by key dignitaries, including Barrister Hannatu Musawa, Minister of Arts, Culture and Creative Economy; Senator Eze Kenneth Emeka, Chairman of the Senate Committee on Information; Hon. Steve Fatoba, Chairman of the House Committee on Information, National Orientation, Ethics and Values; Yanko Yordanov, Bulgarian Ambassador to Nigeria, and Alhaji Lai Mohammed, former Minister of Information.
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