Babaeko calls on Tinubu to revisit implementation of audience measurement

By Felicia Nwosu

The push by the former Minister of Information and Culture, Alhaji Lai Mohammed and his announcement of a 13-member Task Force to oversee and deliver the Audience Measurement Service on Nigerian Media Platforms for a paradigm shift lingered with indefinite conclusion until he left office.

To ensure that the strategic initiative did not die or atrophy, Steve Babaeko, Chief Executive Officer/ Chief Creative Officer of X3M Ideas, and President of the Association of Advertising Agencies of Nigeria (AAAN), has called on President Ahmed Bola Tinubu to revisit the matter and approve the commencement of its full operation and implementation. Babaeko made the call during an exclusive interview with foremost brand-focused, marketing and advertising television programme, MARKETING EDGE on TV.

The AAAN leader re-emphasised the need for 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. He called on the president to recall the discussion so that the regulatory body can swing into action with scientific audience measurement system that is committed to delivering an empirical audience measure system that will catalyze investment in broadcast and advertising industries.

“You know, for some of these huge problems confronting the industry, there is actually no silver bullet; everything takes a gradual process. Shout out to the former Minister of Information Alhaji Lai Mohamed for constituting that presidential task force on audience measurement. And let me use this opportunity to say ‘rest in peace to the former chairman of the audience measurement task force, Mr. Tolu Ogunkoya’. That work still remains inconclusive as it is, because we really could not conclude.

“And I’m using this opportunity to reach out to the new President Bola Ahmed Tinubu, to revisit this issue. I guess once the new ministers are in place, the new minister for information will be able to take it on. It is important that we have the audience measurement fully concluded. Yes, members of the last committee are still on standby. If they find them useful, I am sure they can call them to continue the work so that we can put it to bed, because the value is immeasurable,”Babaeko said.

It should be recalled that in 2020, the Hon. Minister for Information and Culture had inaugurated an 8-man Committee to come up with strategies and ideas on how to fashion out a world-class, 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.


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