FG sets up taskforce to oversee Audience Measurement
By Felicia Nwosu
The Nigeria media industry and its practitioners will soon heave a sigh of relief as they are about to witness a major shift in return on clients’ advertising investment and expenditure, following the Federal Government’s announcement of a 13-member Task Force to oversee and deliver the Audience Measurement Service on Nigeria Media Platforms, which has lingered for a long time now.
This was announced by the Minister of Information and Culture, Alhaji Lai Mohammed in Abuja, who said the approval of the Task-Force followed the recommendation of the Task Force’s membership by the National Broadcasting Commission (NBC) and the Advertising Practitioners Council of Nigeria (APCON).
Recall that about a year ago, the Federal Government, through the Information Minister, also inaugurated an 8-man task team virtually in Abuja on audience measurement, which he said the initiative marked the birth of a new dawn in the nation’s broadcast industry. The minister had also pointed out that, with such efforts, audience measurement will make the nation’s Digital Switch Over sustainable for signal distributors, channel owners, Y+TV content producers and Advertisers.
These are Alhaji Mohammed’s words a year ago: “Without it, we will not see the growth in our television and the value creation in the creative industry that the economy and people of Nigeria so need. We need an objective and scientific Audience measurement system that articulates the value of the content to consumers, as well as the value of the audience to advertisers, particularly in the television sector.”
Continuing, the Minister said: “The absence of a world-class measurement regime has resulted in under-investment in the sector, which is necessary to foster the growth of the industry, as the advertising community continues to rely on subjective factors when making decisions on the content they want, as opposed to how many viewers the content truly attracts.”
Alhaji Mohammed, having set up a 13-member Taskforce recently, has directed the NBC and APCON to collaborate to set a framework for the operations and activities of the Task Force, in order to ensure that the Audience Measurement Service comes into effect in the first quarter of 2022.
APCON and the NBC had earlier announced the appointment of First Media and Entertainment Integrated (Nigeria} Limited (FMEIL) for the development and delivery of audience measurement service on Nigeria Media Platforms in order to deepen advertising spend, improve the advertising and broadcasting ecosystem and increase investment in advertising and broadcast media content.
The members of the Task Force are:
1. Mr. ToluOgunkoya – Chairman
2. Mr. Femi Adelusi – President MIPAN
3. Mr. Steve Babaeko – President AAAN
4. Mrs. BunmiAdeniba – President ADVAN
5. Mrs. Jibe Ologeh – President EMCOAN
6. Mr. YinkaOduniyi – President ITPAN
7. Mr. Guy Murray Bruce – President IBAN
8. Kadaria Ahmed – Member
9. Mrs. Pauline Ehusani – Director, NBC
10. Mrs. IjediIyoha – Director, APCON
11. Alhaji Garba Bello Kankarofi – Member
12. HajiaSa’a Ibrahim – Member
13. Mr. Joe Mutah – Secretary.
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