FG inaugurates Audience Measurement Board, charges members on world-class delivery
By Zion Rufus
In a strategic move to reposition the Nigerian broadcast and advertising industry, the Federal Government has inaugurated a joint industry Audience Measurement Board which will be tasked with ensuring a timely and reliable audience measurement system for the industry.
While delivering his keynote speech during the inauguration ceremony which held in Abuja 18th January, 2022, Honorable Minister for Information and Culture, Alhaji Lai Mohammed disclosed that the delivery of the world-class scientific audience measurement system for Nigeria stemmed from the pressing 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, particularly in the television sector.
The minister said: “It is my pleasure to inaugurate the Audience Measurement Board, charged with delivering a world-class audience measurement system for our country. We are committed to delivering an empirical audience measure system that will catalyze investment in broadcast and advertising industries, ensure the success of the DSO project as well as fire the imagination and boost the morale of creatives. We are undaunted by the enormity of the challenges we face in this regard, because we have a bunch of committed, patriotic and hardworking men and women to tackle the challenges headlong.”
Submitting that Nigeria’s broadcast advertising market previously plunged far below its weight due to the absence of a scientific audience measurement regime which resulted in under-investment in the sector, the Minister noted that the immediate challenge is to bring the under-performing Nigeria TV and radio advertising market to what it should be, which is two or three times what it is now.
The newly inaugurated 15-member task force will be tasked with identifying best practice audience measurement system that will support the sustainable growth of the Nigerian Creative and Entertainment Industry; supervising the established framework for supporting the sustainability of the audience measurement system, independent of the Federal Government; and recommending a payment and disbursement framework among the key stakeholders in the industry, which includes the Broadcasting Organizations of Nigeria (BON), Media Independent Practitioners Association of Nigeria (MIPAN) and Advertisers Association of Nigeria (ADVAN).
It should be recalled that in 2020, the Hon. Minister for Information and Culture had inaugurated an 8-man Panel Committee member 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.
The inaugurated task force will have Group Chief Executive Officer of Media Reach and Past President of Media Independent Association of Nigeria (MIPAN), Tolu Ogunkoya as Chairman; and Media Practitioner with the Federal Radio Corporation of Nigeria, Joe Mutah as Secretary.
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